The rapid rise of Generative Artificial Intelligence (GenAI) is reshaping the advertising industry, but it also comes with serious risks. According to Tinee Cruz, Senior Business Director of DoubleVerify Philippines, the influx of low-quality, AI-generated websites -- what the company calls “AI slop” -- poses significant threats to brand authenticity, consumer trust, and advertising efficiency.

DoubleVerify (DV), a global ad-tech company operating in the Philippines, provides measurement, verification, and performance solutions that help advertisers ensure their media investments are safe, viewable, and aligned with brand values. Its mission, Cruz emphasized, is to make the Internet “safer, stronger, and more secure” for advertisers while protecting them from fraudulent or unsuitable environments.

For DoubleVerify, “AI slop” refers to content and websites created with minimal human oversight, designed primarily to generate ad inventory rather than provide real value to consumers. These content farms often churn out recipe blogs, guides, or news-like pages that may look legitimate but are riddled with inaccuracies and poor user experience.

Cruz explained that advertisers risk damaging their reputations when their ads appear on such platforms: “An ad inherits the environment where it is served. If a cookie brand appears alongside questionable AI-generated food recipe sites, it could undermine the brand’s authenticity and consumer trust.”

A recent DoubleVerify study found that 83% of consumers believe AI-generated content should be clearly labeled. This aligns with growing public demand for transparency and authenticity in digital experiences, especially in sectors like food and lifestyle, where consumers expect credible, human-created content.

To combat the rise of AI slop, DoubleVerify relies on its Universal Content Intelligence team, which combines human ontology experts with machine learning systems. This hybrid approach allows the organization to detect AI-generated content at scale and classify it under categories that advertisers can choose to avoid.

The company also deploys pre-bid and post-bid measurement tools. Pre-bid tools proactively prevent ads from being placed on low-quality or AI-generated sites, while post-bid tools provide advertisers with transparency and accountability by tracking where every advertising peso is spent.

“Transparency is key. Advertisers need to know whether their campaigns are being placed on legitimate, brand-safe environments or on AI slop websites that dilute their message and waste their budgets,” Cruz noted.

While Cruz acknowledges that generative AI can be a powerful brainstorming and productivity tool, she stressed the shared responsibility among advertisers, publishers, and content creators to use AI ethically. This includes proper labeling of AI-generated material and prioritizing quality and originality over sheer efficiency.

“Trust cannot be sacrificed for lower costs or wider reach. Brands must balance scalability with maintaining their unique voice and delivering authentic content to their consumers,” she said.

As Generative AI continues to evolve, detecting AI-generated content will become more difficult, particularly as images, articles, and websites appear increasingly realistic. Cruz warned that brands must prepare for a future where distinguishing human-made from AI-made content will be nearly impossible without robust verification tools.

Despite these challenges, DoubleVerify remains committed to providing advertisers with the transparency and safeguards they need. Beyond AI slop, the company has already identified “synthetic echo networks” -- groups of AI-driven sites mimicking legitimate publishers -- which highlight the urgent need for vigilance in the digital advertising ecosystem.

Cruz can only emphasize the importance of intention and ethics in AI adoption: “AI should play a supporting role, helping with scale and efficiency, but human oversight must remain central. We all share responsibility in ensuring that AI strengthens rather than undermines the integrity of digital advertising.”