Content must be understood, surfaced and trusted by both artificial and human intelligence. That’s the reality of today’s rapidly evolving social and digital media environment. In an ecosystem increasingly shaped by artificial intelligence, visibility no longer means simply being online. Your content has to be optimized for AI platforms like ChatGPT, Google Gemini, Claude and more. As people and businesses increasingly use AI tools to research, evaluate and decide, how can you be sure your message will land on their radar?
Recently, PUSH 22 explored the answer to that question in DBusiness, outlining how AI systems now influence which brands are seen and how they’re perceived. Since then, a new challenge has surfaced across industries: the rise of what some have dubbed “AI slop.” It’s the flood of generic, low-value content produced by or created with the assistance of AI tools. This type of content often fails to connect and reinforce brand credibility.
The issue isn’t AI technology. It’s the misuse of it. In an attempt to scale content quickly, many brands are sacrificing voice, relevance and narrative quality. This results in material that may technically be findable, but doesn’t engage or build trust.
That’s the gap PUSH 22 is helping brands close.
Based in Metro Detroit, PUSH 22 is a creative marketing agency that works with mid-market and enterprise brands to develop content ecosystems that are discoverable by AI. Most importantly, they are built for human engagement. The key isn’t more content, it’s the right content.
“We’re seeing an overcorrection in the market,” says Dave Sarris, Principal at PUSH 22. “There’s this push to ‘optimize for AI,’ but what’s being lost is the story, the voice and the human insight that actually builds brand equity. AI tools are evolving fast, but what hasn’t changed is the power of story. We create content with both the audience and the algorithm in mind, but the soul of it is always human.”
That human-centered approach begins with strategy. PUSH 22 works with clients to understand their audience, identify opportunities and determine which formats and platforms will actually move the needle. From there, they develop creative that not only aligns with the brand voice but is also structured in a way that AI systems can understand.
The goal is to build what the agency calls an “AI content ecosystem.” In practice, it’s a multi-platform presence where the brand is represented consistently and meaningfully. That includes content optimized for structure and clarity and published on platforms where a brand’s audience engages. Every touchpoint is approached with two priorities in mind: audience resonance and AI discoverability.
Importantly, all work is human-reviewed. The result is content that earns its place in the hearts and minds of the intended human audience. The path to achieving that resonance is forged by what PUSH 22 calls Move Forward Thinking.
This approach is particularly valuable now, as both audiences and AI systems become more discerning. Search engines and AI models are prioritizing authority, clarity and relevance. Brand stories must surface through search and spark a reaction. PUSH 22 ensures the content they create can do both.
For businesses navigating the complexities of AI integration, this model offers a future-ready path forward. It avoids the trap of content at scale that lacks soul. Instead, it embraces the opportunity to use AI as a distribution advantage.
As brands look to stand out in AI-driven spaces, the PUSH 22 approach is clear: Visibility should be earned through storytelling, structure and substance—not shortcuts.
