In the not-so-distant past, content consumption was a simple affair. First, it was newspapers, radio and TV – broadcasting the same stuff to everyone, whether you were into it or not.

Then, CDs and DVDs rolled in and we thought, “This is it. We have peaked.” Who wouldn’t be impressed to have an entire album or movie on one shiny disc? It felt revolutionary. We had the power to decide what to play and it felt like a luxury. But then streaming came along and boom – no more trips to our local DVD banks or worrying about scratched discs. Suddenly, we had access to everything, anywhere and at any time. And just when we thought it could not get any better, algorithms stepped onto the scene, offering personalised content just for us. It seemed like magic. It was like having a personal assistant who knew exactly what song we needed on a rainy day or which shark movie to watch next.

Well, that magic is wearing off. Let’s just say it: Algorithms are officially uncool. Remember when they were the ‘it’ thing – those mysterious forces that seemed to know what we wanted before we did? We would open our favourite app and boom – content that felt crafted just for us. Well, that golden age is over. Now, it’s like every platform had a secret meeting and decided: “Let’s not let them explore; let’s just keep recycling the same ideas and selling the same stuff until they give up and become TikTok stars themselves.”

Sure, there was a time when algorithms felt like they were adding value. Remember when Spotify or Netflix would surprise us with that hidden gem – something we had not heard of before but instantly loved? Or when our Instagram feed was full of content that actually piqued our curiosity? That was the golden era of algorithmic curation. It made us believe that the future of content consumption was exciting and limitless, with a world of discovery waiting to be unlocked.

What began as a revolution in personalised content delivery has now turned into a stale, repetitive loop. We are trapped in an endless cycle of algorithmically generated suggestions that feel less and less tailored and more like an exhausting buffet of the same content over and over again. Now, we are tired. Post-millennials, especially Gen Z, are done. We have hit our limit on this algorithmic buffet of AI-generated digital junk. We have realised that what once felt like personalisation was a trap – a loop designed to keep us scrolling, clicking and consuming the same content repeatedly. Now we are craving something fresher, more human, more raw. Algorithms, you tried… but bye.

Algorithms peaked and then crashed like a poorly scripted Netflix series. Somewhere along the way, the algorithm became lazy. How many ‘relatable’ memes or lo-fi playlists do we need to scroll through before it gets to the: “We are over the same predictable content” stage?

And it is not just about entertainment. Algorithms have spilled into every corner of our digital lives. From the news we read to the ads we see, everything is pre-packaged and spoon-fed to us based on an AI’s interpretation of our behaviour. But here’s the thing: we are not as simple as the algorithms think we are. Humans are complex, multi-faceted beings with changing preferences, moods and interests. We want to be surprised. We want the unexpected, something that does not fit into a neat little data box.

However, amid this AI-driven dumpster fire, there is a beacon of hope – humans. Yes, real people with real preferences, opinions, and, most importantly, real discretion. We are talking about digital curators who handpick cool, undiscovered artists. Bloggers who recommend interesting books. Or the one YouTuber who feels like they are talking to us, showing us places and experiences we didn’t even know existed (shoutout to you, Bald and Bankrupt).

Not that AI can’t pick good content. Sure, it can throw together a decent playlist or suggest another K-drama for our next 12-hour binge (no judgment). But it lacks what we crave – unpredictability. That slightly offbeat “I can’t believe I found this” feeling that only humans can deliver. Think about our favourite digital curator or content creator. What makes them special is not that they have access to data points and algorithms. It is their perspective, their unique point of view and the way they present content that resonates with us on a deeper level.

This movement towards human curation is starting to reshape the digital landscape. People are flocking to niche creators and tastemakers because – surprise, surprise – humans know what humans like. Whether it is a YouTuber who breaks down obscure art films or a blog filled with music aficionados recommending underground tracks in the comments section, there is a hunger for content that feels personal, thoughtful and, most importantly, authentic.

This is not nostalgia; it’s authenticity.

We all thought the future would be a kind of AI-driven utopia. Instead, it is becoming a bad sci-fi dystopia where robots serve up content that is as bland as white biryani. However, there is a rebellion brewing – a movement back to human discretion. And no, I am not talking about snooty, elitist gatekeepers. I mean creators, influencers and brands that actually care about what they are putting out and how they are connecting with their audience.

It’s like finding that one playlist that is not just another Top 40 knockoff but a vibe. Or that Reddit thread from a guest user named u/Anonymous#456956 who gives killer recommendations for shows we have never heard of before. It is about people discovering the good stuff and sharing it – not because an algorithm told them to, but because they felt it.

If you are a brand, it’s time to stop leaning on AI like it is the answer to all your problems. Sure, AI is great for automating boring stuff, but it is not where your audience is at anymore. Post-Millennials are savvy. They can spot AI-generated content from a mile away and will scroll past it faster than you can say “SEO optimisation”. 

Here’s to the human tastemakers. The ones who bring taste, discretion and authenticity back into a digital world that is drowning in sameness. Sure, AI will stick around, pumping out content, but that only makes human curation stand out even more. We are the ones who can curate, create and connect. Like only we can.  

Sameer Ali is Creative Director, BBDO Pakistan.