The way we spend time online is changing, and while people are staying on social media, they are being much more intentional in what they consume and who they choose to follow.

The term “AI slop” has emerged around the repetitive content that most of us are just filtering through. We can all Google and find solutions for our problems, but when it comes to paying for solutions, we want to work with brands that can solve our problems and teach us the “why” behind it all, too. Customers want connection and to feel good about where they spend their money. By the end of 2026, nearly half of all businesses’ social media content will be AI-generated; full videos, TikToks, Reels, blog posts, everything. This feels impossible for small businesses or for those without a full-time brand team, but it’s actually an opportunity.   

Organic social isn’t dead; it’s evolving from broadcasting to micro-connection, algorithm-driven reach to community-driven reach, high volume content output to intentional content, and trend-chasing to branded points of view. The skills that make great brands are storytelling, community building, and experimentation, all of which need a human perspective. With AI’s rise, these skills aren’t losing value. They’re gaining it.

• Lead with your actual story. What problem keeps you up at night? What are your customers talking about daily? AI can mimic enthusiasm, but it can’t genuinely care about your work the way you do.  

• Show the messy middle. The strategy that flopped. The conversation you had changed everything and helped you start your business. Real stories build trust in ways polished content never will.  

• Build your voice through practice. What frameworks do you use every day? What examples do you draw from your life? That’s your voice, and it gets stronger every time you use it.  

• Choose dialogue over broadcast. Ask real questions. Share evolving thinking. Treat your audience like thinking partners, not content consumers. It’s also a great way to get feedback from your community to fuel ideas for designing solutions for your customers.  

The reality is that AI will get better and cheaper. But it can’t replicate your lived experience, your judgment calls, or why you truly care about your work. In a flood of automated content, authenticity isn’t a nice-to-have; it’s your competitive advantage.  

Your voice is the best asset you have. Use it! 

If you’d like to learn more about the expert work of the Business and Commercialization Innovation Centre (BCIC), visit the website, or learn more about partnering with BCIC to do a business project to benefit your business, contact David DiPietro at [email protected].