As enthusiasm over artificial intelligence (AI) slowly peters out, the “100% human” label is poised to become a new sign of luxury.
Companies have been slapping “AI-powered” labels on even their most basic technological products in recent years, thanks to the massive AI hype driven by tech companies and the media.
The year 2025, however, marks the shift in AI-first marketing, as brands are now highlighting the human effort, labeling their products "100% human" and “no AI,” which are becoming digital equivalents of marketing terms like “organic” or “non-GMO.”
Bob Hutchins, CEO of Human Voice Media, defines the trend as a pendulum swing away from industrialization and toward the “organic” or “artisanal” way of doing things.
“We are at a tipping point where the superabundance of algorithmically-generated content – aka ‘AI slop’ – is making human-generated work a luxury good,” Hutchins tells Cybernews.
The Merriam-Webster dictionary designated “AI slop” the word of the year. While not all AI-generated content is slop, this type of low-quality digital media is increasingly common. A recent study found that it accounts for up to one-fifth of YouTube Shorts videos.
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With AI content becoming harder to detect, “human-made” labels can be used as a heuristic or mental shortcut for authenticity, according to Deidre Popovich, an associate professor of marketing at Texas Tech University.
“Buying these authentically human products or services also helps consumers signal their own personal values to themselves and to others. For certain consumers, ‘no AI’ relates heavily to their own ethical concerns, so buying ‘human’ will be particularly important,” she says.
We are at a tipping point where the superabundance of algorithmically-generated content – aka ‘AI slop’ – is making human-generated work a luxury good.
Bob Hutchins
Half of Americans are now more concerned than excited about the increased use of AI in daily life, up from 37% in 2021, according to a Pew Research Center survey. The major concerns regarding AI include environmental impact, unemployment, and privacy.
Companies like McDonald's Netherlands and Coca-Cola experienced the anti-AI trend firsthand after their AI-generated Christmas ads provoked a major backlash.
While the anti-AI trend may be novel, it addresses not-so-new consumer needs. A study from 2024 found that adding AI labels to tech product descriptions decreases purchase intentions, especially for “high-risk” products like medical devices or financial services
The label will benefit creative industries most
Aerie, Polaroid, and Heineken are among high-profile companies that launched “human-made” marketing campaigns this year. The Christmas ad of Apple, a major part of the US tech infrastructure, features real puppets, in an apparent snub to generative AI.
Hutchins points to the “Books by People” certification as a pushback against the rise of AI-generated books, while some websites adopt “Human Made” badges.
He says, “We can no longer trust what our eyes and ears are telling us anymore. And so the simple assurance that something is ‘100% human’ will provide a kind of gravitational grounding.”
Industries where the human element is central, such as publishing, music, journalism, and design, which are particularly sensitive to authenticity, could benefit most from anti-AI labeling, Popovich says.
The introduction of AI-generated “actor,” Tilly Norwood, provoked a fierce backlash from the industry and the public. Most Americans want clear labels on synthetic music, but it is becoming nearly impossible to tell AI-generated songs from those created by humans.
Popovich says human-centered services, such as therapy, coaching, education, healthcare, legal services, or financial advising, could also benefit from the use of “100% human” labels.
“These are contexts where uniquely human traits such as empathy, interpersonal communication, holistic thinking, and nuanced judgment can't be replicated by AI,” she tells Cybernews.
While many experts predict that the anti-AI trend will only grow stronger next year, others are more cautious about it. Caleb Young, founder and CEO of Impacto Agency, predicts that the growth will be quiet, as completely rejecting AI is not realistic in the long term.
He says, “AI use still provides a huge benefit to all businesses as long as it’s used in the right way. Brands should be clear about where AI is used in place of a human. Transparency is key.”
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