AI didn’t invent low value content, but it has fundamentally changed its economics
AI didn’t invent low value content, but it has fundamentally changed its economics - which now support enormous volumes of disposable content designed primarily to capture search traffic and advertising impressions rather than provide genuine value to the reader.
But there’s an irony in that. The same technology enabling an explosion of MFA content could ultimately undermine its value as LLMs, verification platforms and advertisers will get better at identifying low value, derivative content.
When the cost of producing another article approaches zero, content that was never commercially viable suddenly is. Our Managing Director Alison McKinnon featured in B&T, unpacking how generative AI is reshaping the Made-for-Advertising landscape and why the real question for advertisers isn't AI vs. human, it's genuine value vs. manufactured impressions.
She also raises a sharper long-term risk: as AI interfaces answer questions directly, "LLMs can remove the click altogether," potentially eroding the entire MFA model.