Scroll for five minutes, and you’ll feel it. Feeds are fuller and louder, yet strangely flatter. Content is heavy on our feeds, but it’s harder to tell what’s real. It’s not just creative fatigue, but a trust problem.
AI-generated content went from curiosity to standard practice almost overnight. It now powers how ideas are generated, how visuals are produced, and how content scales across platforms. The technology itself is impressive, but how fast it’s taken over has changed how social feels. Content is moving faster, while connection feels harder to reach.
The question facing social today isn’t whether AI will shape the future of content, because that decision has already been made. The real question is whether social can evolve without losing the human judgment, cultural understanding, and emotional intelligence that made it matter in the first place.
At Social House, we believe it can. But only if AI is treated as a tool, rather than the entirety.
Where Social Content Stands Today
Social platforms are investing billions in AI tools designed to increase speed and scale, while also acknowledging that audiences are growing more skeptical of what they see in their feeds.
In a recent article, Adam Mosseri argued that “authenticity is becoming infinitely reproducible.” As AI makes it easier to replicate creative work at scale, the signals creators once relied on, (voice, style, even imperfection), don’t feel as distinct anymore.
As a response, Mosseri suggests creators lean further into rawness. “In a world where everything can be perfected,” he wrote, “imperfection becomes a signal. Rawness isn’t just aesthetic preference anymore, it’s proof.”
The issue is that authenticity was never about aesthetics alone.
Rawness and vulnerability are visual cues, and as AI improves, those cues are getting easier to replicate. As one critique of Mosseri’s essay noted, “rawness is now just part of the prompt.”
Audiences feel this shift immediately, as comment sections fill with suspicion instead of conversation, and engagement loses momentum. When people aren’t sure what they’re looking at, they stop sharing, stop trusting, and eventually stop caring.
How Attitudes Toward AI Are Changing
Despite the anxiety, AI isn’t slowing down or being rejected outright. Brands and creators are already using it in meaningful ways. AI reduces friction, it speeds up production and it helps teams explore ideas, optimize formats, and move more efficiently. Used thoughtfully, AI is an accelerator.
The hesitation comes when acceleration replaces intention. When AI leads instead of supports, content loses its edge and begins to blend together.
Mosseri himself acknowledges this tension, writing that “everything that made creators matter, the ability to be real, to connect, to have a voice that couldn’t be faked, is now suddenly accessible to anyone with the right tools.”
That accessibility creates discomfort, and while people can tolerate AI, they struggle with not knowing what’s real.
Instagram has proposed solutions like labeling AI-generated content and surfacing more information about who is behind an account. But even Mosseri admits that labeling will eventually become overwhelming and that platforms “won’t be able to label everything.”
Why Human Judgment Still Wins
A lot of the conversation right now rests on a false assumption. That if something looks human enough, it will feel human enough. That has never been true.
AI can replicate aesthetics, imitate tone, and generate infinite variations of content that look convincingly real. What it cannot do is decide what matters, why it matters now, and how to say it in a way that actually lands with a real human audience that craves authenticity.
Creators and brands who understand what’s happening are not trying to outproduce AI. They’re investing more deeply into real storytelling, not because polished content is suddenly better, but because thoughtfulness is harder to automate.
People don’t connect with content because it was easy to make. They connect with it because it reflects something human back to them.
What This Means for Social House
At Social House, we don’t treat AI as a strategy. We treat it as a tool. A powerful one, but never the starting point.
Our work has always been rooted in understanding how people actually behave on social, not how platforms say they should behave. That lens matters even more in an environment where trust is fragile and attention is earned.
We use AI to support speed and efficiency, not to replace judgment. We help brands decide where AI belongs in their workflow and where it doesn’t, protecting voice, and relevance along the way.
Most importantly, we help brands pause before adopting new tools. We ask what problem this solves and what value it adds for the audience. AI can accelerate and help guide content, but we believe it cannot make it meaningful on its own.
Feeds may get noisier before they get clearer, platforms will continue to chase momentum and AI will continue to improve, but the core truth hasn’t changed. Social works when it feels human.