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Escape the Algorithm Reclaiming the thrill of discovery and curation
Consumers want to break free from the monotony of over-programmed lives. The ability of
an algorithm to curate personalized content was once its most distinctive feature. Now, its
ubiquity contributes to a feeling of soullessness and blanding of content. The once fun
internet is inundated with “slops” – spam content that screams of mediocrity. The
advancement of AI further contributes to this, with much AI generated content lacking in
originality and producing oddly similar outputs. Prompting the realization that ultra-
optimization risks resulting in a homogenization of culture.
Consumer data
Weariness with social media is setting in
% who agree people should limit the amount of time they spend on social media
Drivers and trends in play
Artificial Intelligence
Unapologetically Me
Tech Anxiety
Me Me World
Surprise Me!
Choice Partners
Escape the Algorithm
For each opportunity area, we've identified a number of drivers and trends that are coming together to spark new activity among consumers that brands can capitalize on.
Commercial and consumer signals
This space explores how the desire to escape the algorithm manifests in consumer and
brand-led initiatives. As the impact of impersonal algorithms on culture becomes more
apparent, these examples highlight what steps may be taken to counteract this
homogenizing force – be it through a conscious human-first approach, an increase in
algorithm-free online spaces or media-led educative measures.
Case study
The book Filterworld: How Algorithms Flattened Culture by Kyle Chayka examines the
soulless sameness caused by AI.
Case study
NoPlace is a social media app that eschews algorithms in favor of real connections with
friends.
Weak signal
Social media virality has led some in-person events to be canceled due to overcrowding.
Strategic imperative
Be a tastemaker brand
As consumers tire of generic recommendations, how can your brand revive
value in the art of curation? Connect consumers to niche subcultures that speak to them.
Highlight the expertise and human touch behind your endeavor, showcasing the passion and
knowledge that go into curating these experiences. And to help consumers escape the
average, your brand must break free from algorithmic conformity, too.
