And they’re going to change the game.
In May, we shared thoughts on where AI should be used in marketing
(and where it should not be used) by supply chain and logistics companies.
The gist of the post was:
Content should be authentic; distribution can be more automated.
It’s a simple set of thoughts: the people at Google, OpenAI, Microsoft, etc., are very smart and tend to identify (and penalize) companies and individuals trying to trick the search results these companies generate.
Over the last week, those thoughts have come to fruition, with reports that LLMs are adding watermarks to content (text and image).
This makes perfect sense.
LLMs are built to share the best available info they can find. When an LLM finds content generated by another LLM (or by itself), that content should be deprioritized (remember the telephone game you played as a kid? Same concept here).
LinkedIn has even taken things a step further, adding an “AI Slop” button for users to critique each other for using automated content. We talk all the time about the value of relationships in logistics and supply chain; industry leaders now see an em-dash and immediately know they’re being treated like an afterthought.
For marketers who were relying on AI-generated content… it might be back to the drawing board. For Nomad’s customers… it’s business as usual.
