With AI content set to flood the internet, community becomes the marketing moat

A warning circulating in marketing circles predicts that up to 90 percent of online content could be fake or AI-generated by 2027. The argument gaining traction: as content becomes a commodity, community becomes the only durable advantage. Business owners will split into two groups, those who built communities that know and trust them as humans, and those left wondering why their audience disappeared overnight.

The recommended playbook: optimize content to drive people into a community rather than chase reach alone; go live more often with Q&As on the audience's biggest challenges, behind-the-scenes decisions and real-time problem solving; and apply AI to community analytics so you learn what members genuinely want. Alongside more live online experiences, marketers point to a parallel movement of humans creating offline connection, with renewed emphasis on memorable in-person experiences for clients. No matter how advanced AI becomes, advocates argue, it will not replace genuine human-to-human connection.

Meta AI and Instagram's Edits app added a generative AI video editing feature, arriving in the Meta AI app, on Meta.AI on the web, and inside Edits. Preset AI prompts can transform a clip's outfit, location, lighting and more before sharing.

Meta's CEO is personally recruiting a new artificial intelligence team aimed at artificial general intelligence, hand-picking around 50 top researchers and engineers and rearranging desks at headquarters so they sit near him. The push comes with a $14.8 billion investment for a 49 percent stake in data-labeling firm Scale AI, and private recruiting dinners at the chief executive's homes, a push reportedly fueled by frustration over Meta's position in the AI contest.

Meta AI's public Discover feed is drawing criticism as a privacy concern: the feed of user chats with the chatbot includes intimate conversations on grief, custody battles and medical questions, sometimes shared apparently unknowingly, with some posts exposing phone numbers, accidental audio recordings and linked Instagram or Facebook profiles. The company maintains that posting is a choice, yet the pattern of exposed chats points to widespread misunderstanding of the controls.