How to be the best fake possible

You’ll probably want to hurt me after you read this post. My thesis is that authenticity might not matter as much as we say, and it might be more effective to be the best fake possible.

Let’s begin, with the future of fakes.

I love fakes

Slowly but surely, my Instagram feed is filling with AI-generated content …

• Musical mash-ups of long-dead rock stars
• Surreal science fiction landscapes
• Twisted art and images that make you wonder, “How did they do that?”

These images are so fantastic, beautiful, and mesmerizing. And of course, they’re all fake.

A long time ago, Buzz Sumo did a study that showed the most common emotion associated with viral content was “awe.” Awe comes from seeing something that you’ve never seen before. And AI is pretty good at that. These addictive Instagram images and videos are proving it.

Fake stuff is amazing Fake stuff rules.

How to be the best fake possible

I could argue that fake is the future of content and marketing.

Most of us are trying to get a consumer to stop what they’re doing and spend a few moments with us to become aware of an idea, product, or…