“A lot of what we’re seeing in the space is primarily focused on just content and this push to publish,” Inman said. “That’s creating a lot of AI slop.”
The urgency, he argues, is already visible. According to Emberos’ data, 90% of 500 brands the company surveyed have factual errors across at least one major language model.
“That’s massive,” Inman said. Those errors can include incorrect pricing, outdated product details, or conflicting recommendations across models. Once embedded, they’re difficult to unwind.
“Once AI systems understand a narrative, that narrative hardens pretty quickly,” he said. “Our pitch is get in now and start shaping these things, and start preparing your brand for this point of discovery that has shifted upstream.”
