“Is content still king?” - A conversation with PJ Utsi

In this interview, we discuss storytelling and engagement in an AI-driven digital world, focusing on the future of content and key strategies that work. This conversation offers insights for anyone interested in the value that content plays, how to use content to connect with your audiences, and how to monetize content in online spaces.

Let’s dive right in. What challenges do you think AI-generated content poses for us?

PJ Utsi: Bill Gates first made the phrase 'Content is king' popular in a 1996 essay, where he predicted that content would drive online revenue, much like broadcasting did before. To capture that moment, I was looking for a good photo of Gates from back then. While scrolling, I stumbled on an unexpected image labeled 'Bill Gates Windows 98.' At first, it looked like a launch party photo, but a closer look revealed it was AI-generated. There were multiple 'Bill Gates' figures holding random things—not even Windows 98 boxes.

AI-generated content is already blending into our search results, and as it becomes more common, telling what’s real from what’s fake could get pretty tricky.

How have “viral images” impacted the public perception of AI-generated content?

PJ Utsi: In March 2023, an AI-generated image of the Pope in a puffer jacket went viral, and it really showed people just how realistic AI can make things look. Then, in May, there was another big example—a supposed explosion near the Pentagon that spread like wildfire before being debunked as an AI creation. It really highlighted how easily synthetic content can turn into 'news.'

More recently, a baby hippo named 'Moo Deng' took over TikTok and even made it onto Saturday Night Live. It became a huge hit, especially with younger audiences, and it kind of reminds me of early viral moments, like the sneezing panda back in 2006. But now, AI can produce fully synthetic, realistic videos, which is blurring the lines even more. At some point, images like Moo Deng’s might be completely indistinguishable from the real thing!

Do you think real moments resonate more than synthetic ones?

PJ Utsi: It really comes down to authenticity. Take the sneezing panda video—it went viral because it was genuine; it actually happened, which made it funny and relatable. With AI-generated videos, like Kung Fu pandas or dinosaurs running down the street, we can tell they’re not real. They just don’t hit the same way because we know they’re fake.

It’s changing how we connect with content. People are less likely to engage if they sense it’s AI-made, and as we get used to these synthetic scenes, they start to lose their impact. It’s a bit like sensory overload—we’re becoming numb to these polished, artificial moments because they feel crafted. It could even be the end of the “cat meme” era, where real, funny moments used to light up the internet.

Can you tell us about “AI fatigue” and how it’s affecting engagement?

PJ Utsi: AI fatigue is becoming a real issue—people are starting to tune out synthetic content. A recent study on Instagram found that AI-generated images get fewer likes and comments than those created by actual people. I’m not sure exactly how they classified the images, but the trend is clear: as long as people can tell an image is AI-generated, they’re less likely to engage. Right now, this reaction may be unconscious, but soon, we might not be able to tell the difference. This poses a real challenge for those of us in marketing and sales, where keeping people’s attention is crucial.

How can brands balance generating engaging content while maintaining their authenticity?

PJ Utsi: As an example, Elon’s content strategy includes a whole section focused on inspiration, with everything from product reviews and buying guides to recipes. But instead of filling the site with AI-generated recipes, they decided to team up with a celebrity chef who shares a few select recipes via videos, while naturally mentioning Elon’s products as he cooks. It’s a more personal approach that keeps the content authentic and valuable to their audience. It’s a bigger investment, but this level of authenticity really helps Elon stand out from all the generic content out there.

Elon allows their stores to upload their own items to an internal marketplace, where they’re in charge of taking photos and writing descriptions. Surprisingly, the less polished photos actually resonate with customers. For example, some camera lenses are shown in rough smartphone shots on a red cloth background.?

You’d think that might be a drawback, but it’s actually the opposite—people feel these casual photos make the products seem more ‘real.’ We noticed that both Elon customers and staff indicated that these unpolished, authentic images add a nice, genuine touch to the shopping experience!

It sounds like authenticity is becoming a powerful driver of engagement. Could you elaborate on why Elon and other retailers are focusing on “real” product photos, even if they don’t look perfect?

PJ Utsi: The 'rough' photos actually make the products feel more real and relatable. When you see a product shot with something simple, like a piece of cloth in the background, it feels more genuine than a perfectly polished image that looks like a 3D render or a heavily filtered photo.

Take Target, for example. They’re known for a super polished in-store experience, but now they’re encouraging customers to upload their own product photos. So instead of just the pro shots, you get real-life, smartphone-style pics. They even have a browsing mode called 'Target Style' that highlights these user photos. It’s interesting to see someone like Target, who is known for their perfectly polished brick-and-mortar experience, make this shift, and it’s clearly working—user-generated content is really driving engagement.

Do you see this trend expanding to other types of retailers?

PJ Utsi: Definitely! Take the jewelry brand Edblad, for example—they have been pulling social media to PDPs for a long time, but now, there seems to be an uptick for engagement. The tech itself isn’t new, but it’s working better than ever because people are really craving authenticity in a world full of synthetic content.

Djerf Avenue does something similar by using real, minimally edited Instagram-style photos of actual people, all shot on a phone. Even though many images are well-lit and styled, it feels way more genuine compared to other fast fashion brands. Customers can tell these are real people wearing the clothes, and it connects with them way more than a polished studio shot would.

It seems like some brands are even blending AI with authenticity. Could you share more about that?

PJ Utsi: Take the Swiss mountain gear brand Mammut—they pair super detailed, almost 'rendered' product images with real customer reviews. They even use AI to pull together quick summaries of these reviews, making it easy for shoppers to get an authentic feel for the product at a glance. It’s not a new feature, but it’s making a comeback now because people are really craving real feedback in a world overloaded with synthetic content.

Amazon’s another great example. Pretty much every product there has thousands of reviews with photos and videos, and they’re now using AI to summarize them all. This kind of detail and personal input is crucial for shoppers, especially when they want to know that real people have actually tested the product.

What about the role of storytelling in creating an authentic brand experience?

PJ Utsi: Storytelling is huge for brands like Goop and Patagonia. Goop mixes products with stories and editorials, turning the site into a place for discovery, not just shopping. Patagonia, with its strong environmental focus, does the same by sharing real adventure stories from climbers and explorers. These brands really lean into authentic stories that AI just can’t replicate.

Helly Hansen also has a 'Discover' section packed with real stories, like Olympian Kaylin Richardson talking about teaching her daughter to ski. These personal stories from actual ambassadors connect on a deep level, bringing authenticity and storytelling together to create a memorable experience for customers.

How does Helly Hansen’s approach differ from other brands in creating this genuine connection?

PJ Utsi: Helly Hansen’s content feels personal and relatable. Their Discover section, for example, has articles and guides written by real people, like emergency workers in Norway who aren’t official ambassadors but share their favorite trails and climbing routes. You’ll find detailed hiking guides with things like elevation profiles, weather links, and gear lists—all with a personal touch that highlights the authors’ real stories. It’s not just content; it’s about building a trustworthy, emotional connection, which ties perfectly into their ‘trusted by professionals’ brand story.

In a world filled with AI-generated content, people are getting more skeptical of what’s real. Helly Hansen, along with brands like Patagonia and Goop, stands out by focusing on genuine, human-centered stories. In a sea of robotic content, people gravitate toward real stories and perspectives, which makes a huge difference in engagement—especially when attention is everything.

Speaking of authenticity, there’s been a notable return to “real” items and experiences, like vinyl records and vintage clothing. Do you see this as part of a larger trend?

PJ Utsi: Definitely. People are craving things that feel real and tangible. Just look at the popularity of vinyl records, handmade goods, or designs that bring back familiar textures. There’s even an old term for it—'skeuomorphism'—where digital interfaces used to look like real objects, like a leather notepad. Apple famously first popularized it with the early versions of iOS on the iPhone and have since moved away from it, but I really hope it comes back, because there’s still something about tactile, real-feeling items that connects with us in a way digital just doesn’t.

As AI and synthetic content take over, I think people will be drawn even more to things that feel authentic. It’s almost like a natural reaction to all the artificial stuff out there. Brands that can tap into this craving for authenticity, whether with unique handmade touches or designs that feel genuinely tactile, will stand out more, especially as we start to get wary of the synthetic.

Do you think the demand for authentic content raises the bar for brands?

PJ Utsi: Well, we’re in an ‘attention economy,’ where capturing people’s emotions is what drives engagement. High-quality, unique content—whether it’s written, visual, or video—is what really captures attention. AI-generated clickbait that seems incredibly smart and engaging might have worked initially, but not anymore, as people have developed a sense for recognizing these posts and ads. Brands need to focus on what actually resonates with real people if they want to hold attention in a meaningful way.

This trend toward ‘realness’ isn’t going anywhere. People appreciate that sense of authenticity—especially those of us who grew up with physical materials like leather notebooks, vinyl records, and mechanical clocks. But we’re at an interesting crossroads: there’s a whole new generation that doesn’t have that same sense of “real” tied to physical artifacts. They’re growing up with everything digital. So, what will “authenticity” mean to them? And what will trigger emotion in them? That’s the big unknown.

You could even say this trend raises the bar—and lowers it at the same time. For one, taking a product photo with your phone in a dim room is a lot faster and cheaper than a big studio shoot with lights and retouching. But then there’s the challenge of finding the right balance, especially in the luxury space. No one’s paying a premium for something that doesn’t convey a premium feel. In high-end markets, you still need that elevated look and quality.

And then there’s written content. Honestly, AI can write fast, often better than most, so the bar may not need to be as high for written text. And who’s reading long, polished copy these days, anyway? The next big question is figuring out what people truly value and connect with. In the end, I think the key will be finding ways to keep things real, meaningful, and engaging—whatever that might look like for the next generation.

Interview by Renetta K?rre, Senior Content Writer at Vaimo