Despite the hyperinflation of content in the AI era, optimism prevails – audiences can still recognize quality.
In the latest edition of the komKultura special, the business magazine Lider explored whether content could lose its “sacred status” in market communications, much like the frequently predicted deaths of print, radio, television – and even the internet and social media. The key question is whether content can truly “die,” or whether, as before, it simply transforms under the pressure of new technologies, shifting audience habits, and the increasingly intensive use of artificial intelligence in its production.
Insights were shared by renowned communication experts, agency representatives, advertisers, and industry associations, including our director, Marina Čulić Fischer. She reflected on the relationship between technology, creativity, and what audiences ultimately perceive as valuable, relevant, and authentic. Below are her three key conclusions:
1.High-quality, entertaining, and informative content will never die because people love well-told stories. What may fade away is average AI-generated content, making room for authentic and relevant content grounded in data, human perspective, and real experience.
2. Trustworthiness and authenticity ultimately come down to credibility. Credibility means living what you communicate – delivering on what you plan or promise. It’s simple when a brand truly stands behind its values.
3.Relevance requires rapid adaptation to trends, as audiences today change their habits, attitudes, and the platforms they use faster than ever. Touchpoints are fragmented, and it takes thoughtful strategy and adequate investment to reach target audiences where they are – in ways that resonate with them.
The recipe for relevant and credible communication is to consider context and trends while staying true to a brand’s core values, with adjustments in style and platform depending on the specific target audience.
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When a brand and an influencer know from the outset what they want to achieve, the collaboration becomes more straightforward, and the content is more likely to achieve the campaign’s objective.
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