YouTube’s AI slop surge risks brand safety and viewer trust

The news: AI slop on YouTube is surging as consumer patience for AI social content slumps.

• More than 1 in 5 videos recommended by YouTube’s algorithm are AI slop, per a Kapwing analysis of Social Blade data.
• About half (49%) of US adults would use social platforms less—or stop using them altogether—if the amount of AI content in their feeds grew, per Story Radius.

The growing presence of AI slop could degrade the perception of platform and content quality across feeds, making it harder for any video—including high-quality branded content—to stand out and feel authentic.

Digging into the data: Many consumers find AI-generated content to be obviously fake (29%), and 19% said the novelty has worn off.

• 85% say uncanny valley elements in AI-generated content pull them out of the viewer experience.
• 51% think AI-generated video is worse in emotional storytelling quality than human-created content.

The challenge: There’s a gap between what YouTube’s recommendation engine is surfacing and what users actually value. To give users control and avoid alienating them—especially as the expanding library of free genAI tools offers quick, easy ways for slop to be made—some platforms are offering feed customization options that reduce AI noise.

• TikTok added a feed filter that lets users dial genAI content up or down based on their interests, serving both AI enthusiasts and AI-weary users.
• Pinterest introduced a refining option that can reduce the amount of AI content in feeds, but not eliminate it entirely.

Why it matters to marketers: Brands need to be aware of where their ads are, what they’re appearing alongside, and what type of content is being posted on select platforms. Nearly two-thirds (64%) of consumers say the genre of nearby content influences their perception of ads, per DoubleVerify.

Appearing amid AI content designed to farm engagement could damage brand perception, user trust, and ad efficacy. Even if ads themselves are well produced, being adjacent to low-quality, emotionally flat content could signal inauthenticity or cheapness to viewers.

What brands should do: As consumers become more concerned about what feels “real,” brands that rely heavily on YouTube and other social platforms have an opportunity to control the narrative.

• Scrutinize placement controls and brand suitability settings closely.
• Prioritize creator-led campaigns and post in human-driven content environments where emotional storytelling resonates.
• Lean into insight and placement offerings on Reddit and Meta platforms, including tools that place ads in contextually appropriate environments and provide insights on where ads appear.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Non-clients can click here to get a demo of our full platform and coverage.