Stop getting AI content wrong. (Or when slop isn’t slop)

By Peter Springett · 1 April 2026

In the past six months, we’ve gone from using slop to describe bad AI content to applying it to all AI content.

Let’s be clear. Slop isn’t slop because you spotted an m-dash or giveaway phrasing. It’s slop because you can’t tell one person’s LinkedIn post from another.

If you took most of these so-called sloppicles in isolation they are pretty well written. Short, snappy sentences. Precise grammar. Playful rhetoric. Yet even though they all sound the same, most people lack the copywriting skills to draft these posts from scratch.

In fact most AI content is like that footballer who once had a trial at Fulham and now plies their trade in the Isthmian league. You think on your day, you could give them the runaround. In reality, you won’t get a kick. AI content is good enough and most days it's better than you.

So this isn’t a tirade against AI content. It’s a plea for companies to work with AI-savvy content managers. Star players who can deliver first-class blogs, videos and websites that stand out from the amateurs and semi-professionals. People with the skills to build workflows and automations that unlock creativity, not constrain it.

If you’re going to be on the pitch, you might as well play to win. Give me a shout if you want to learn how.