Skip to content

The AI revolution: Artificial vs. Authenticity

Last week Youtube published its ‘Culture & Trends Report 2023’ for which they analyze trends and conduct surveys in 14 countries. 

One of the findings of the report is the explosive growth of AI-related creativity on the platform. In 2023 alone, the platform reported over 1.7 billion views of videos related to or using generative AI tools. This could mean AI tool tutorials but also AI-generated content or even so-called ‘VTubers’ –an online entertainer or influencer who uses a virtual avatar, generated by using computer graphics. 52% of people say they watched a VTuber over the past 12 months. 

AI creates an enormous unexplored space of creativity and expression that will lead to new formats and ways we consume content. But it will also spur a discussion around the importance of human authenticity (or lack thereof) in the creative process. And while many brands embrace the AI revolution, some brands also go against AI. For example, Nikon is presenting photos of natural places in our world that are stranger than fiction, using the tagline “Don’t give up on the real world”. Or take a look at Polaroid’s Real Life campaign, celebrating the beautifully imperfect and unpredictable nature of life.

Read the trend report here. Or read last year’s insights from the report where we highlighted the finding that (digital) culture is hyper-individualizing, leading to a loss of ‘watercooler discourse’

Picture of Author

Author

Douwe Knijff

More Signals

The Anxious Generation

Stop following me. With this new campaign, the charity Global Action Plan UK wants to end online targeted advertisements to people under 18. The

Gen Z’s backlash against gender equality

Last month Ipsos published their International Women’s Day survey, which unearthed some interesting statistics about younger generations’ views on gender equality in 31 countries. For

Stay relevant.
Sign up for our
bi-weekly Signals.

A bi-weekly newsletter in which we keep track of what’s going on in the world and translate based on our sociocultural knowledge, what this means to brands.

Kim Pillen

Consultant

Before Kim Pillen started as a trend consultant at TrendsActive, she worked for four years as a creative strategist at Dept. For brands such as Philips, bol.com, Beiersdorf, JBL, and the Consumers’ Association, she built (online) campaign, brand, and social media strategies. After four years, she decided that she wanted to better understand people and society in order to advise brands more effectively. That’s how she ended up at TrendsActive. Here, she can do what she loves most: digging into people’s needs and then working with brands to see how and where they can be relevant and meaningful.

Douwe Knijff

Researcher

Douwe is fascinated by how people work. With a background in Interdisciplinary Social Sciences (Bachelor) and Psychology (Master) and an analytical mind he tries figure out how societal shifts manifest themselves through social culture and human behaviour.

Aljan De Boer

Keynote speaker

Aljan has been widely recognized as an inspiring professional speaker on the critical trends that will shape society in the decades to come. He works as the Head of Inspiration at TrendsActive, a trend consultancy from the Netherlands using social science to human-proof business decision for brands like

  • Disney
  • Vodafone
  • Hugo Boss
  • ASR
  • Rabobank

Next to his role at TrendsActive he is the Community Director at the Institute for Real Growth where he inspires and connects a global community of +400 CMOs.  

He has been on the board of the Dutch Platform of Innovative Marketing for almost a decade. Regular speaker and moderator for the Dutch Marketing Awards and 3 times winner of the best of MIE. 

Kees Elands

Founder & Strategist

Kees his purpose is to help ambitious leaders and brands to human-proof their business. In 2003 he founded TrendsActive, a trend consultancy enabling brands to become more human centric.

Kees consults global brands like

  • Disney
  • The Coca-Cola Company
  • Asics
  • Discovery Channel
  • Swiss Life
  • Vodafone

and many more.

Next to being the founder of TrendsActive, he is also initiator of the first academic trend master for executives at the University of Utrecht and is initiator of various trend studies and white papers on subjects like trust, meaning, visual culture & generations.

Trendsactive_blau

Kees Elands

Founder & Strategist

Kees Elands

Founder & Strategist