Recently, a friend sent us a video on Instagram (we frequently exchange funny/cute/silly dog videos). This one was peak cuteness: a golden retriever carrying her puppy onto a bed and tucking it in beside two sleeping human babies. “Aww, this is SO sweet!!!” was her accompanying message.
Except, it wasn’t real.
It was generated using AI.
We broke the news to her, and she was a) embarrassed she didn’t pick it up herself, and b) the illusion was broken – the video was no longer ‘sweet’, it was now scary.
A recent Zebracat report (March 2025) found that AI-generated videos make up 40% of all social content. This means that almost half of the videos you scroll past today weren’t made by people, they were made by algorithms.
Yet, research shows that audiences still crave the human touch.
“When asked to choose between human and AI-generated creative works, respondents consistently favour the human touch.” – Baringa
And honestly, same.
At GoodChat, we’ve seen time and time again that great storytelling is driven by empathy, creativity and the imperfect beauty that only real people can bring. Humans influence humans. And whilst the market is saturated with artificial content, this is still true today.
One of our highlights this year? A powerful video series for the Department of Communities and Justice.
Our mission: to share the often-misunderstood, deeply human story of foster care. To inspire more people to take that step and show the real rewards of opening your home – and your heart.
We sat down with real foster carers, listened to their experiences, and brought their stories to life. The result: we turned their words into a campaign that shows the power of care in action.
No algorithm could capture the warmth, messiness and heart behind these stories – only the people who’ve lived them could.
In a world full of AI noise, the brands that stand out will be the ones brave enough to sound human.
That’s the kind of work we believe in – stories made with purpose, passion, and people at the centre. So we’re doubling down on authentic, human-centred storytelling. Stories that spark emotion, build trust and move people to act. Because when it comes to creating impact, authenticity isn’t optional. It’s everything.
If you’ve got a real story to tell, let’s make it unforgettable.