AI Creates a Generational Fault-Line
In an AI-saturated information environment, standing out rather than scaling output becomes the defining challenge.
Max Pietrangeli works on policy comms and reputation at FleishmanHillard EU.
Disclosure
Max Pietrangeli is Policy Comms & Reputation at FleishmanHillard EU. The views expressed in this article are the author's own.
What it covers
Why AI is splitting communicators into those who spot “AI slop” and those who scale safe, pre-AI thinking.
Who it is for
Policy communicators and consultants deciding how to use AI without blending into the noise.
When to use it
When choosing whether to use AI to reproduce familiar playbooks or to cut through with creative potential.
Key takeaway
Policy comms that use AI to reproduce safe, familiar narratives risk blending into the noise; those that embrace its creative potential cut through.
In brief
- Digital-native communicators are increasingly adept at spotting “AI slop”, while experienced consultants often use AI to scale pre-AI playbooks.
- In an AI-saturated environment, standing out rather than scaling output becomes the defining challenge.
- Embracing AI’s creative potential builds credibility and cut-through; reproducing safe narratives risks blending into the noise.
AI Creates a Generational Fault-Line
Digital-native, often younger communications specialists who are deeply immersed in online culture and formats are increasingly adept at spotting “AI slop” and understand that generic, automated content is quickly filtered out. By contrast, more experienced consultants often use AI to accelerate established ways of thinking, scale familiar playbooks and reproduce safe thinking that belongs in the pre-AI era.
It matters for policy communications because in an AI-saturated information environment, standing out rather than scaling output becomes the defining challenge. Policy communications that rely on AI to reproduce safe, familiar narratives risk blending into the noise, while those that embrace AI’s creative potential are better positioned to cut through, build credibility and engage audiences.