A recent viral post shared a funny exchange between a parent and their 9-year-old. Kids are now using the phrase “that’s AI” to mean:
“I don’t believe you.”
The parent jokes:
“We’re having dinosaur meat for dinner.”
Kid responds:
“That’s AI.”
A simple social media post, yet it holds a profound truth for the entire marketing world. A parent jokingly tells their child they’re having dinosaur meat for dinner, and the nine-year-old’s immediate, dismissive reply is: “That’s AI.”
This phrase, which means “I don’t believe you,” is more than a cute piece of slang. It’s a crystal-clear signal that generative AI, the very technology marketing teams are rushing to adopt for speed and scale, is rapidly becoming synonymous with inauthenticity, fabrication, and untrustworthiness in the eyes of the consumer.
This development sets up a critical new challenge for brands: How do we balance the efficiency of AI-powered marketing with the necessity of building genuine consumer trust, the core strength of traditional organic marketing?
AI Has Become the Default, and That’s Becoming a Problem
Scroll through any social platform and you’ll see it: hyper-polished graphics, perfectly worded captions, flawless visuals, SEO-perfect blogs. So much of what brands release today looks like it came off the same assembly line, and often, it did.
AI has made content creation:
- Faster
- Cheaper
- Easier
- Endlessly scalable
But here’s the catch: The more AI-generated content people see, the less they trust anything that feels AI. Even kids get it. Adults definitely get it. And your customers get it instantly.
The Comeback: Traditional & Original Marketing Are Becoming “New” Again
Ironically, the more AI-produced content people see, the more refreshing traditional, original marketing feels. It feels different. It feels refreshing. And most importantly, it feels true.
What once seemed time-consuming or “old school” is becoming the exact thing that stands out:
- Imperfect but honest visuals
- Real employees, real customers, real voices
- Stories rooted in lived experience
- A brand voice with quirks and personality
- True layers of emotion AI can’t manufacture
AI can produce volume. But humans produce meaning. And meaning is what audiences trust.
Consumers Have a New BS Detector
When kids dismiss unbelievable things as “AI,” they’re echoing the skepticism adults feel on social media:
Perfectly edited product visuals?
→ That’s AI.
Stock-looking graphics?
→ Probably AI.
Generic captions that sound like every other brand?
→ Yep… AI.
Brands that rely too heavily on AI end up sounding like every other brand using AI.
Meanwhile, brands that show real behind-the-scenes messy moments?
Brands that show the founder talking to the camera, unscripted?
Brands that highlight honest customer stories?
They win trust instantly.
Because real isn’t just a strategy, it’s now a competitive advantage.
The Sweet Spot: AI for Efficiency, Humans for Authenticity
Brands don’t need to choose between AI and traditional marketing, they need to blend them intentionally.
Use AI for:
- Research
- Brainstorming
- Pattern-finding
- Data insights
- Drafting & ideation
- Workflow efficiencies
Use Human/Original Marketing for:
- Brand story
- Emotional connection
- Social proof
- Expert insights
- Personality
- Long-term brand trust
Think of AI as the sous-chef, not the head chef. AI can help prepare the ingredients. But the recipe, flavor, and craft still need a human hand.
Why This Matters More Than Ever
If children are already dismissing anything unbelievable as “AI,” imagine how sharp adult consumers are becoming.
Deepfakes, cloned voices, and hyper-polished content have raised skepticism to an all-time high. People don’t just scroll, they scan for signs of authenticity.
The brands that win next year won’t be the ones with the fastest content machine. They’ll be the ones with the strongest human voice.
Final Thought
“AI” is becoming shorthand for “I don’t trust it.” And that’s your signal.
The future belongs to brands that move fast with AI, connect deeply with human storytelling and build trust through authenticity.
If you’re ready to create real, human connection between your brand and its most profitable audiences, schedule your free consultation by calling 504-561-5055 or emailing eric@rouxadvertising.com.
About Roux Advertising
Roux Advertising helps brands solve marketing challenges by connecting strategy, data, and creative execution. Our customized approach makes media performance reliable, measurable, and profitable. Eric Morgan, President of Roux Advertising, can be reached at eric@rouxadvertising.com. Learn more at rouxadvertising.com.