Businesses are declaring war on AI slop. They are fighting a losing battle

Businesses are battling what feels like a rampant digital infestation. AI slop, a broad term for the endless flood of shoddy, algorithmically generated material, has spread to nearly every corner of the internet. Publishers are facing a deluge of rip-off books and fabricated reviews. Trusted online resources for everyday answers are being inundated with the dubious wisdom of AI. And—as if that wasn’t bad enough—fake bands are infiltrating playlists. Worse still, some slop has become practically indistinguishable from reality, making it difficult to trust anything online. People are navigating the internet as weary detectives, constantly trying to decipher what is real and what is fake. Over half (53%) of consumers distrust AI-generated search results and summaries, a 2025 survey by Gartner found. And most people (70%) are uncomfortable with AI-generated media, a separate global survey by the management consultancy Baringo reported. The new battleground This erosion of trust has serious consequences for Europe’s major advertisers, retailers, media groups, and technology companies, many of which rely heavily on digital channels to reach consumers. It’s cast a paranoid pall over what are supposed to be engaging online experiences, explains Publicis Groupe’s Connected Media CEO, Niel Bornman. “A significant portion of people, particularly the younger generation, now operate under the assumption that everything they see online is fake,” he says. “This skepticism makes it harder for brands to establish genuine connections. It’s also a lot more expensive to get people’s attention.” According to Bornman, fake reviews and AI-powered search engines have become “the newest battleground” for brands competing online. “Some businesses have seen organic search traffic decline by between 5% and 35% as AI answer engines provide instant responses that stop users from visiting official websites,” he says. In response, brands are being pushed to spend more on pay-per-click