my anecdotal experience in this is that getting back X (customer delight / curiosity etc) once you’ve ruined it will usually take longer / be more costly than having just not ruined it in the first place.

also, at some point you will ruin it. at that point it’s a question of by how much and if you choose to un-ruin it.

sometimes doing nothing is a more useful skill than doing something.

Feels like an article generated using GPT-1.

So much this. Are ads still a measurably good investment for businesses? I'm assuming they wouldn't run them anymore if not, but they feel so out of touch these days that it's really hard to imagine them really working on anybody.

Sorry for the side-tangent, just felt like that last bit of the post really drove home the point best - at least for me.

I've seen this pattern a bunch:

1. Person builds trust on X/LinkedIn or via an insightful blog/newsletter (substitute your channel of choice here) for a few years because they have unique opinions, interesting stories from personal experience, are entertaining/charismatic, or share data/insights nobody else has.

2. They realize "AI can do this now" and use AI trained on past content to generate the content.

3. They post the content

4. People initially keep engaging because their AI-generated content inherits some of the trust they built up

5. People realize their posts are AI slop and feel tricked or simply no longer enjoy the posts.

6. Engagement falls off a cliff because the assumption has changed from "If I see this person/company in a feed, it's got a good chance to be interesting" to "If I see this person/company in a feed, it's guaranteed to be AI slop.

There's a temporary "Have your cake and eat it too" phase where you get the results without doing the work. But once that ends, you have to build the brand all over again because it's been tarnished.

(Fyi my take isn't that everything needs to be hand-written and no AI can ever be used in writing. Just that this cycle keeps repeating because people don't do the work anymore. You can use AI and still be doing the work of generating genuinely good writing)