There’s a phenomenon happening in advertising and marketing. If you’ve been on LinkedIn lately, you’ve experienced it in the endless scroll of bland thought leadership posts. Your inbox is filled with decks and documents that your coworkers and vendors are churning out, expecting you to decipher.

The verbose, garishly-designed, and ultimately meaningless content you now have to wade through daily has a name: “enslopification.”

It’s a variation on Cory Doctorow’s coined term “enshittification.” He used it to describe the inevitable decay of a digital platform (in his example, TikTok) as it abandons user experience in a relentless pursuit to squeeze out as much profit as possible. “Enslopification” is what happens when content trends toward the same AI-flattened, meaningless mush, because generating content has suddenly become frictionless, homogenized, and free (for now).

We are now seeing the effects. Instead of sharing unique insights, marketers are pushing cheap, identical noise into the market. Audiences can feel the difference between real opinions and AI slop, even when they can’t put a finger on it.

To hone the Quantious team’s “slop detectors,” we recently hosted a workshop pitting producer-written copy and original visuals against AI drafts. Everyone was able to spot the AI giveaways, agreeing that while the synthetic text and images were functional, they completely lacked soul, character, and depth. There was just something “icky” about them.

This is the biggest threat to B2B marketing, and dare I say small agencies. We leverage AI to work faster with fewer resources, pushing to hold onto our margins, and to land that next dream client.

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