Easy is as easy does. Why we’re pushing back against mediocre content

These days, the world is awash with content that is easy to digest, easy to produce, and – let’s face it - easy to forget. Whether it’s AI-generated “workslop” or algorithm-driven films designed by streaming services for maximum broad appeal, we are living in a time when convenience often trumps creativity. 

Take films, for example. According to a recent Guardian article, Netflix’s algorithm has shaped what we watch, resulting in films that are increasingly safe and formulaic, built for passive, second-screen viewing rather than genuine engagement. It is the cinematic equivalent of fast food: appealing and easy to digest, but ultimately unsatisfying. 

This chimed with some of the ideas presented in the Harvard Business Review, in an article discussing the concept of “workslop” - AI-generated work that looks polished but lacks substance, shifting the burden of thinking onto someone else. If you have ever opened a document and wondered if the sender just let ChatGPT do the heavy lifting, then “you’ve been workslopped”. 

Our discomfort with today’s easy-to-read content is, of course, also apparent on social media: posts on LinkedIn from fellow copywriters reveal a debate around AI that is sharply divided. There are the writers who are intrigued by what generative AI can do: the speed, the convenience, the ability to turn a jumble of notes into a readable draft in seconds. But the louder voices are from those who are horrified by the idea that writing could be reduced to something formulaic, churned out by a machine with no thought behind it. These are the copywriters who see writing as a craft – who argue that if you’re not wrestling with ideas, you’re not really writing. 

The pushback against mediocre content is growing. In the workplace, employees are tired of wading through workslop that looks polished but requires extra effort to decipher or redo. Let’s not forget, the consequences of this kind of content are real: as highlighted in the Harvard Business Review article, workslop is a drain on productivity and morale. 

Audiences, too, are starting to tune out algorithmic content. People want to be surprised and moved. Hollywood writers and directors have also spoken out, criticising the data-driven approach that flattens creativity and sidelines bold, auteur-driven projects. Whilst fully AI-generated films are years away, the increased use of AI threatens to further erode originality. 

During the 2023 Hollywood strikes, writers, directors, and other film workers protested the use of AI and algorithm-driven production, arguing that it undermines creativity, authenticity, and the human touch in filmmaking. Many have stated their refusal to let studio algorithms dictate their creative vision, and the Academy Awards have responded by updating their guidelines to ensure human creativity remains central to Oscar-worthy films. 

The results of this pushback can already be seen: after several high-profile flops - like ‘The Electric State’ (“bland and derivative”) and ‘The Gray Man’ (“plenty of drama but no heart”) - and a wave of subscriber losses, Netflix has been rethinking its strategy, hiring new creative leads and capping budgets in an effort to restore quality and originality. 

Despite the ease of content generation, we still value genuine human effort and originality, and we are refusing to settle for content that is only valuable because it is easy to consume. Whether it’s work created by your team, a streaming film, or a blog post, people are demanding more: more thought, more challenge, more authenticity. 

Of course, there is value in the use of AI and other digital tools. As one copywriter put it on LinkedIn: “The vehicle changes, but I’m still the one who makes the writing good or bad.” AI is a tool, not a replacement for human intent. 

But we need - we crave - content that challenges us, demands attention, and broadens our understanding. In summary, and in the immortal words of Albus Dumbledore, "Dark and difficult times lie ahead. Soon we must all face the choice between what is right and what is easy.”