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Join for freePosted: Mon 2nd Nov 2026
AI can save you hours on marketing. But mass-produced content is easy for customers to spot and easy for search engines to ignore.
In this Lunch and Learn, Anna Morrish, founder of multi-award-winning agency Quibble, shows you how to use AI to speed up your marketing without sounding like everyone else.
Find out why generic AI content falls flat with customers and search engines, and what gets rewarded instead.
Also learn how to split the work between AI and your team, so you save time without losing what makes your business worth choosing.
Why AI slop fails, and what search engines and AI tools reward instead: first-hand experience, real expertise and a reputation others vouch for
Which tasks to hand to AI (research, briefs, repurposing, reporting) and which need a human (insight, opinion, stories), plus how to teach AI your tone of voice
Why PR and brand mentions now shape what ChatGPT and other AI tools say about your business
Anna is the founder and managing director of Quibble, a multi-award-winning digital marketing agency. She has spent more than a decade in SEO and digital marketing, and today her work centres on marketing and AI.
She helps businesses understand how tools like ChatGPT and Google's AI Overviews choose which brands to recommend, and how to make sure theirs is one of them. She also helps them use AI automation to save time without losing the human touch.
Anna speaks regularly on marketing and AI, including three times at the world's biggest SEO conference and at Enterprise Nation events. Her talks are practical and jargon-free, so business owners leave with steps they can act on straight away.
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Lightly edited for clarity.
Caitriona O'Connor: Hello, everyone, and welcome to today's Lunch and Learn. My name is Caitriona, and I'll be your host today. For those of you attending a Lunch and Learn for the first time, Enterprise Nation is a vibrant community platform for start-ups and small businesses.
I'm pleased to introduce Anna Morrish, who's the founder of Quibble. In this session, Anna will discuss why AI slop fails and what search engines and AI tools reward instead. If you have any questions throughout the webinar, please post them in the chat, and we'll do our best to answer them at the end of the session.
Today's webinar will be recorded, and we'll send a follow-up email to you with the recording and further resources later today. Over to you, Anna.
Anna Morrish: Thank you very much, and thank you for your time at lunchtime as well. I promised to give you lots of good tidbits of information that you can take away this afternoon, and I've got some homework for you as well. But without further ado, let's get cracking.
Today, we're talking about automating your marketing without the AI slop, and we've done this in the format of a Jurassic Park survival guide. So why this theme? Well, AI slop can be scary, and it can be dangerous – much like the dinosaurs in this classic movie.
So welcome to Jurassic Park – I will be your guide. For those of you who have not met me or seen previous talks, my name is Anna Morrish. I run Quibble, which is a marketing agency specialising in AI search and SEO.
Especially in recent years, we've seen a lot of changes, so we're going to be talking about all things AI. AI slop is the key one here because it is one of my pet peeves – it makes me cringe, and it hurts my eyes in a lot of instances. So we're going to talk about how you can utilise AI but create good content.
Before we leave the visitor centre, I want you to know that the chat box you can see is your walkie-talkie. So any votes, questions or heckles, please pop them in the chat. Also, share where you're joining from today and whether you've used ChatGPT for your marketing already this morning.
It might be a different platform that you use – maybe Claude or Gemini. Share that and your experiences with your fellow attendees in the chat box. There will be some interaction, so watch out for that as well.
On today's park tour, we are going to go through the evolution of AI slop and spotting it. We're going to talk about why it backfires, what gets rewarded, how to best utilise AI in your marketing and the importance of PR for AI search. And we're going to end today's tour in the gift shop.
Hopefully, there will be plenty of insights along the way. Any questions that you have, pop them in the chat – we will have a question-and-answer section towards the end.
So first off, life finds a way, and so does AI slop, unfortunately. It's everywhere – it's in your social feeds, it's in your inbox, it's probably on a poster in the local pub.
A study from 2025 found that three-quarters of new web pages contained AI-generated content. That number has likely increased significantly as people have adopted AI platforms more readily and it's become more available. There have been new advancements and new versions that are a lot smarter as well.
But AI isn't the problem – it's lazy AI that is the problem. This isn't an anti-AI talk. We want to be able to utilise the tools available to us, but we want to make sure we don't sound like everyone else.
That's one of the things that we're going to be talking about this afternoon. One of the key issues is that a lot of people – 66% and more – rely on AI without evaluating it before they send it out into the world.
They'll use AI, they'll do the prompts, and they just send it. They don't proofread it, and they don't fact-check. That's where there's a real key issue, and we're going to talk about that in a little more detail shortly.
First of all, though, I want you to consider what every prompt really costs. You may have heard some details about this, as it's starting to become more widely known. There are various things that it costs.
One is your memory. When we use AI, we are basically offloading our cognitive abilities to the AI. So even when AI is meant to be free, it's not really free – it's costing us our memory and our brain resources.
It's also thirsty work, so it takes up a lot of water and a lot of electricity as well. When we use AI, we want to make sure that we're using it for the right thing. We want to be saving it for the big fights.
If you've got a simple email, don't use AI to respond – just go back to it. It might be a sentence, it might be a couple of sentences, and you don't need to use AI for that. We want to save it for the big fights.
I won't read everything out to you, but the figures that I shared on that previous slide are quite staggering. And not just that, it has sustainability implications. A lot of businesses are trying to go net zero or carbon neutral.
If you're utilising AI quite heavily within your business, think about the resources that you're using – all of that water and all of that electricity. We've got to think about how we can still use AI but reduce the amount of resources that are required for each of those prompts.
We mentioned before the number of new pages being created. But it's not just those new pages – it's everywhere, including in the adverts that you're seeing.
Last year, Coca-Cola's Christmas ad was slammed by so many critics, and customers weren't happy either. And yet, this year, Fanta released a Halloween advert that was fully AI, and it has faced huge backlash. People have said this brand was once fun, but now they're just producing slop.
It's lazy, it's impacting their credibility and customers are expecting a lot more. If you use LinkedIn quite extensively, you'll see that you can report a post and say it seems like AI slop. That's going to reduce the number of impressions and the extent to which people are going to be able to see that particular post.
On Instagram, you have something similar. On Facebook, it says quite clearly if content has been generated by AI – it will have a little note at the top of that particular post.
And the ASA banned an advert that was basically false advertising. It said, basically, 'We've got this robot puppy,' but it looked like a real puppy. So if we're using AI, we want to make sure we're not misleading customers, and it's still good-quality content.
The press don't want AI slop either – this is one example from Brixton Buzz, which is a London news site. Pretty much all of them, if you send any content to them promoting maybe an event or something that you've done, if it's AI slop, they're not going to publish it. So we want to make sure we're producing really good-quality content with the help of AI.
Stop number two: spot the raptor – or in this case, the AI. This requires some audience participation, please. I'm going to show you a couple of things, and I want you to tell me what makes it AI or what gives it away.
There are likely no wrong answers in this case. This is a poster from a local group that came up on my Facebook feed. So what gives this poster away as AI?
If you spot something, type it in the chat – there are loads, and we would be here all day looking at this, if I'm honest. I'm just looking at a couple of the comments.
It is overcrowded, and there's no design language. If you look at it, there's no hierarchy, there's neon overload, and there are different styles all over the place. They probably could have crammed a little bit more text just above her head, but I wouldn't have recommended that either.
Because this event is local to me, I also know the church towards the bottom right is not from the local area. I do not know where on earth that has come from.
So we're alienating the audience, and we're not giving them clear direction. We're not saying, 'This is where the event is, and this is what you need to do if you want to come along.' It's not clear – it's too much.
Now, do you think these are real or not? These again came up on my feed. With the first one that you see on the left, I was like, 'Wow, that's genius – it's handwritten, it says what it needs to say, and it's clear.'
And you can see from the engagement there – I think we've got over 14,000 likes or reactions on that particular post. I've seen the one on the right done in a few different variations as well. But actually, these are both AI.
They do go against the grain, though. The reason I know these are AI is that I've seen lots of iterations of these in the last week. I saw maybe four or five of the ones on the left on Friday, and it was quite clear that it was AI.
Things like that, that go against the grain, are going to get you more engagement and impressions right now. Give it a few weeks, and things are likely to have moved on. People will become more familiar with this and think, 'Oh, actually, it's just AI.'
So we've got to think about what's going to be different and what's going to make you stand out. You can jump on a trend, and you might get in there early. But I would say at this point we probably don't want to be posting too many of these.
It might work for you today or tomorrow, but give it a few weeks and these aren't going to stand out. Because raptors – or AI, in this case – are everywhere, and there's no escaping it.
But it's not just in the imagery that we see – it's in the written word as well, in social posts and in content. I know it's only Monday, but you've probably seen three of these already this week. These words are so common for AI chatbots to output, whether it's Claude, ChatGPT or Gemini.
These are words that you are likely to come across, or that it'll likely suggest to you for your posts. It's really infuriating, and ideally, we need to try to avoid some of these. But it's also more about making sure it's in your tone of language.
As long as you're being yourself in your content, adding the experience and adding your tone of language, that's what's going to stand out. A few of the tells that aren't on this list are the three-part list – maybe a three-bullet list or three short sentences.
Then there are dramatic short sentences. I actually really love a dramatic short sentence, and I'm so paranoid now, because if I use it, people say, 'That's AI.' But I'm going to be true to myself, and where I see fit, I will add a short sentence.
There are also things like overly positive conclusions and really vague claims that sound amazing – this content sounds really good, but what is it actually saying? So if you're putting something out there, whether it's social content or an article, make sure you're being very specific. Make sure you're adding the detail, because that's the bit that goes beyond the AI slop.
So why does it fail, and why are people shouting out about this stuff now? If you see something on social media that is quite obviously AI and you look in the comments, they'll likely say, 'Why are you using this? This is just lazy.'
People are turning off from it, and there are many reasons. One, it can reduce trust – if you've got a particular product but you're using AI to showcase it, is it really the product, or is it going to be something completely different?
There was a case many moons ago that you may remember – the Willy Wonka experience, which I believe was in Glasgow. They used all these AI posters that looked incredible for this great Wonka experience.
When people actually went, there were a few props and some squash on a table. It was a massive fail. I think a lot of people ended up trying to get their money back, and there were court cases and all sorts of issues around that.
That was when people were heavily using it, and it's because it's not really showcasing your real product. If you want to showcase your product, a photo – even one that is slightly out of focus or at an angle – is going to do a lot better than using AI to portray what is meant to be your product.
It can also harm your reputation, and if you're not including the right information or fact-checking, it can leave you liable. There have been cases in which lawyers and solicitors have used fake information from ChatGPT in their actual case files, which has led to things like professional sanctions.
So it's really important that we use AI, but we're checking it. Don't just check it once – check it twice, in the words of Santa, with Christmas coming up. We want to make sure that we are checking whatever we're putting out there.
Don't be like everyone else and just use it and then put it out in the world. Do not do that. Ultimately, it's going to waste time, and it is then essentially going to waste money as well.
So use it effectively and use it in the right way. There have been studies – it's not just me saying this – and you've probably seen some stuff yourselves and switched off. Over half of people asked – 52% – say they would switch off if they suspect content is written or generated by AI.
As I say, it's better to have an out-of-focus image and make sure that it's real than to use AI to generate something. This is a really interesting post from BBC Radio 5 that had so much interaction. People are really hyped up about this and are very opinionated.
You can read some of the comments there, but people on this particular post were not happy. They do not want computer-generated images or AI content at all. They would prefer something to be real and genuine, and they don't want to feel blindsided.
And what does Google say? I mentioned earlier that we are AI search and SEO first as an agency. Well, it's not going to ban AI content – if you've got AI content on your site, that's fine, and you're not going to be harmed.
But you will be if you haven't tailored that content or added a human element to it. If you've simply mass-produced that content like everyone else, you're not going to see those ranking improvements and search improvements that increase visibility.
So if we're using AI, we want to make sure it's because you said, 'I want to create X, Y and Z,' and you've given it your tone of voice and specific details. Talk about who you are, and make sure it's got all the details about you and your business, why you started and the names of other people within your business as well.
You've got to remember: if your content is saying exactly what other competitors in your industry are saying, why would Google or ChatGPT choose you over them? So your content should be unique.
Another thing we're going to talk about shortly is PR – getting your business found in other publications, because that helps boost your authority as well. That's something we need to focus on, but we also need to make sure our content is initially your own and unique.
It's been said that AI-generated articles basically don't appear in Google and ChatGPT. So you're wasting your time and money, even if it has only taken you five minutes to generate it from a simple prompt. It's pointless – your customers are going to be switching off, and they're going to go elsewhere.
So let's do it right the first time. What actually gets rewarded? How can we make sure that we are utilising it in the right way and seeing those additional benefits in AI search?
Focus on something called E-E-A-T, which stands for experience, expertise, authority and trust. Basically, we want to focus on really good-quality content – unique content and non-commodity content as well. That's content that only you can say or that only you could come up with.
And what does that look like? Your own photos – not stock, not AI. I've mentioned here as well that wonky's fine – it doesn't matter, because it's better to be real.
Use numbers from your work as well. So if you're a kitchen fitter, for example, say how many kitchens you've fitted, how many years you've been in business and how many talks you've done. Any kind of detail that you can add to your website that's going to help support E-E-A-T – that experience, expertise, authority and trust – is vital.
Also, put your opinions in there. Why do you do what you do, and why have you gone on this journey of creating this particular business? Include customer stories and case studies as well, because reviews are absolutely incredible for supporting your AI search.
And include details of the people behind the business. If it's you and your wife, or you've got a small team, include their details – you want real photos and real bios. Who are your customers going to be speaking to when they ring up your company?
We need that real information, and the more detailed, the better. We want to make sure that AI is doing the heavy lifting, but you're the one who's going to decide where you're going, and you're going to be the one signing things off at the end as well.
So what should we be doing when we're splitting this workload? Some things we want to hand to AI, such as detailed research, the briefs and repurposing content. So if you've created an article or maybe a guide, ask it to split that content out into four or five different social posts.
You might also want to do an email off the back of it. And use it for reporting – looking at your data and the analytics side of things, what's working and what's not – and ask it to give you an analysis of that. Always make sure that you're checking the facts.
In terms of humans, we want to make sure the insight, the detail and all the things that you've learned along your journey are coming from you. Your opinions have got to be your own, and make sure the stories are in there. As I say, you're the one who has the final say.
Are you happy for whatever's been produced by AI to go out and for your customers to see it? If you're not 100% happy with it, do not send it. Do not publish it, and do not put it out in the world.
This is what the workflow should essentially look like. You come up with the idea, and you give it to the AI to research and provide structure. In some instances – and this is what I would recommend for a lot of people who are short on time – voice note it.
Get on your phone, voice note what you want to do, the story, the article idea or the post idea, and then give it to AI. That way, it's also getting your tone of voice along the way, which is really useful. Then you're going to edit that, add some details and do some fact-checking.
Fact-checking, again, is so important. A few moons ago, I was writing an article, got to the fact-checking stage, and I'd used ChatGPT at this point. It included all these great quotes, and I thought they were really good, because they supported exactly what I wanted to say.
But remember, AI always tries to agree with you, appease you, and please you. It created fake quotes – it included the source URLs, but they went nowhere. When I dug down and asked where these had come from, because the links were all broken, it said, 'Oh, I made them up.'
Not ideal, so I had to go away and do some further research to find additional quotes that I could include. Also, when you publish it, you want to make sure it's got your name on it – or it might be your colleague who's got the experience in that particular field, so put their name on it and link it to them.
And repurpose it. As I mentioned, if you've got an article, split that out into different types of content across your socials, email and the like. But make sure you're proofing it before anything goes out.
It can hallucinate. When I say hallucinate, it's going to pick random things, like with the quotes that it created for me – they weren't real, and they didn't exist. It can make things up, so do your due diligence.
In terms of what you need to check: facts, figures and dates – it gets dates wrong quite frequently. Make sure you're checking anything like names and prices, and please check anything legal, financial or medical.
And any sources – do they exist? Don't be bitten like I was. You want to make sure that anything your customers will read is all factually right.
And the magic word: your tone of voice. I mentioned doing voice notes, which are a perfect way for AI to find out the words and terminology that you use and how you structure your sentences, and therefore how it can write in your tone of voice. If you haven't done this, I would highly recommend you go away and do it, if not today, then this week.
Spend a bit of time on it, and remember that if you do it once, it's done. You're going to save a lot of time in the future, and you're not going to have to constantly tweak things.
You want to give all of the detail about who you are, what you do and what makes you different. You're going to create this as a file for ChatGPT or Claude, for example, with all of the information about you, what words you want to ban and real examples. So if you've got examples of some of your social posts or some of your articles, include those.
As I say, I like a theme – we've got Jurassic Park today, and I did another one recently that was all Rocky Balboa. So I like a theme in my content, and I want to highlight that in anything that I'm outputting with AI. We'll make sure we're including all of these details.
And include any house rules. It might be UK English or American English, and if you don't want emojis in your content, we need to highlight this. Create that tone of voice kit once, and then you can utilise it moving forward.
It takes a little bit of time to get it right, and then you can create it as you can see here – I've created this as a skill in Claude. If you're in ChatGPT, you can set it up in your projects and say you want to use it for X, Y and Z, but set up the rules in that particular file.
And ripples in the water. Once you've sorted out what you want to say about yourself and how you actually speak, it's interesting to think about what others are saying about you and whether that is being pulled into AI. Because, yes, it likely is.
So what's actually getting brands into Google AI answers? It's brand mentions on other websites. I mentioned the PR side of things, and that is so important.
As a small business or a start-up, it can be really difficult to think about what you can say to the local press to get you into that publication. Here are a few ideas. You could be talking about the launch of your business or the launch of a new product, but you can also be talking about different news items and milestones.
You might have done something for charity. Journalists are crying out for content, so think about what's going on in your business, or what you're doing even personally, that could help you share some news in the local press. It might even just be providing a comment or an opinion on something that a journalist has recently written.
If you're thinking, 'Oh, I don't even know where to start with PR,' ask AI. Ask ChatGPT or Claude: 'I really want to write a press release about X, Y and Z – this new milestone. We've reached a year, we've done X amount of sales, we're growing, and we're hiring.'
So give it the details and ask it to write the press release. Maybe ask for a couple of options for the subject so you can test what's actually being picked up by journalists and what's not. It will provide you with that output.
If you've done the tone of voice file or project before, it's all going to be set up for you, so it's going to sound like you as well. It's not going to sound like AI slop, so they're more likely to pick it up. Plus, you've generally got something to celebrate or say as well.
If you want to know how you currently appear, this is a really simple thing that you can do in 10 minutes. Go on to ChatGPT or Claude and ask for recommendations about the type of business that you are. See who's actually showing up at the moment and how it's creating that hierarchy of information.
It might be showing some of your competitors. It might be showing articles where those people have been mentioned as well, and that's what you're looking out for, because the publications that it's bringing in are essentially the top of your hit list for PR.
So we know it's pulling in that particular source of information – but why? Is it because it's well known or because it's a high-authority publication? I would add that to your list to send the press release to – if it's relevant, of course.
And finally, the gift shop – our final stop on the tour, and your survival kit. Use AI for the heavy lifting, not for the thinking, because that's got to come from you. Lead with what you know.
The experience, opinions and stories that you have are the things that are going to set you apart from your competitors, while everyone else is literally just using simple prompts to create content. Set up AI with your tone of voice, and ban those bingo words if possible. There might be a couple in there where you think, 'Actually, no, I use those' – 'genuinely' is one that I do often use.
Make sure you're reading everything before it goes out. Even with the press release, create it, but make sure you read it through and that it's even got your name spelt correctly. And get other people talking about you – do not forget about the PR side of things, because it's so important.
I am also doing a talk on 20 November about how to stay compliant with AI. If you want to join that one, you can scan the code there, and we'll be sending out these slides as well. Or you can look on Enterprise Nation – if you have a little look for me, it'll have some of my events, and that one will be listed there as well.
But more than anything, be yourself and shout about it from the rooftops, because if you don't, no one else will. I could talk about this till the cows come home, but I'm aware we're out of time. I do have some time for questions, so let's open the floor.
Caitriona: Thank you so much, Anna. We'll try to get through a few questions before we close out. Wendy had a question: which voice note tool do you use?
Anna: Oh, gosh. Well, I use a Samsung phone – I'm a Samsung girl – and I think the app is Speech Notes. If you're not sure exactly which tool your phone has, you can go on to the App Store or Play Store and look for 'voice note', and it will find one for you.
You can also do it in WhatsApp – I'm always sending myself WhatsApp notes and links and all sorts. And remember, AI is going to transcribe everything for you, so you don't have to worry about that side of things.
Caitriona: Thank you. Asama is asking: in the workflow, why not start with a brainstorming session with AI to generate ideas and stories?
Anna: Yes, you can, but I would give it some guidance initially. You've always got to start with the human guidance first, so give it a detailed brief. We use it quite heavily for some of the writing that we do, but we give it a really detailed brief, like we would if we were using a freelancer.
That's probably a four-page brief. We've already got our tone of voice kit for both us and our clients, but we're adding the detail – the quotes from our clients and the quotes from their customers. Make sure you've got the detailed brief in there, and you should be good to go.
Obviously, still check it afterwards – don't just think, 'Oh my god, it's perfect, I'm not going to add anything else.' Maybe give it 24 hours. We always do that, even prior to AI – we'd give something 24 hours, sleep on it and then review it again in the morning.
Caitriona: Thank you. We're just coming to the end of the session now, but we do have time for one final question, which is from Dee. Dee is asking: what is the best way to research blog articles in your field to improve discoverability, SEO and domain authority for website ranking?
Anna: There are lots of ways. We do a lot of traditional keyword research for clients, as well as looking for things like prompts. There's a really good tool called Waikay, which is W-A-I-K-A-Y – I had to remember that one.
It's a really good tool for looking at content gaps. It'll look at the prompts that people are utilising and who's actually showing up for those prompts, and therefore what you should be creating.
I would say as well, look at FAQs. Don't just have one page for FAQs – it's fine for some general FAQs, but try to break them down so that they're page-specific. If you've got three products, each of those product pages has maybe three to five FAQs specific to that product.
Even for different variations of that product, make sure they're really unique. Again, that's going to add the detail that's going to help you with your AI visibility. But it's content – lots and lots of content – and getting that authority with the PR side of things.
Waikay is a really great tool. You can also look at Ahrefs, which is A-H-R-E-F-S, and Semrush, which is another really good tool for looking at keywords.
Caitriona: Brilliant. Thank you so much, Anna, for your presentation, and thanks to everyone who joined us today. We'll be sharing the recording and further resources in a follow-up email this afternoon.
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