In early July 2026, Meta announced that user’s images and content on Instagram would be up-for-grabs for their AI engine allowing others to use this content. This was presented as a “new feature”, and if you wanted to opt-out you would need to update your profile settings.
The backlash was instant. People didn’t want that invasion into their content. Into their Brand. Users didn’t want their images and content up for grabs and unwanted manipulation.
A day after Meta announced their “new feature”, they recalled it, stating that they were not going forward with the AI gleaning of images and content supplied by its users.
AI Backlash seems to be gaining momentum:
- The notoriety of contrived images and information has worn off. People want to see real things and read original content.
- People scroll past the fake and suspect content
- Trust in content is waning
- This year, several college commencement keynote speakers spoke against AI and the graduates cheered enthusiastically.
- People are voicing their concerns about massive data centers.
When AI was first released to the public to use, people created their content via AI. It was novel. It was exciting. It was eye-catching.
Now AI generated content is becoming annoying. We are tired of fake news, flawless talking heads, cartoon images of ourselves, the same voice narrating a video and so on.
People want something real.
So, what does that mean for your marketing? Should you use AI?
Recently in our HUTdogs monthly AI User’s Group, we discussed how AI can help with your marketing.
Here are a few takeaways:
- Use AI to inspire your content, not create it.
- It can help get the ball rolling and provide direction and ideas.
- It’s helpful for doing quick research, but you still need to verify the findings.
- It can be a helpful editor for your copy.
- Use AI generated images sparingly.
- Use your own images as much as possible
- Use AI to find perspective and other points of view for your content, ideas, and direction
- Create an AI policy for your business. What are the restrictions? What are the parameters for using AI? Do you mention when your content has been AI generated?
- Be Authentic.
- Be Real.
- Embrace the warts and bumps.
AI can be a powerful and helpful tool. It’s not going anywhere. It’s here to stay. The genie is out of the bottle. Managing the genie is where we are now.
HUTdogs AI User’s Group meets on the second Monday of each month. Visit https://www.hutdogs.com/product/contentcreatorsgroup/ for more information and to join in the discussion.