Insights: algorithm - out, human curation - In
Why human curation will outshine algorithms in today's world
Playground readers,
What a curious year it has been! I’ve tried not to engage in the digital landscape discussion over the past few years, and I haven’t covered AI in this newsletter until now. It’s perhaps my personality – whether it’s a movie, book, or new tool, I usually prefer to let a few months or even a year pass by, avoid the mega hype, reflect, step back, and form my own opinion. But the time has come.
Lately, maybe because the year draws to a close, I’ve been asked a lot: where do I think storytelling, marketing, and communication are headed? What trends will come next? Without thinking too much, I kept answering:
Human flaws
Rawness and imperfection
Human intelligence
Human curation
Let me explain.
Looking back, I was really impacted by the former IKEA Future Lab, Space10, video about AI, where the premise asks: how will we learn to work with AI, not against it? These are the things I’ve been exploring – how can we automate tasks, simplify processes, and embrace the potential of AI's wonderland?
It’s never been easier to proofread a text, ask AI to create a shopping list based on your production needs, or research a topic. But it’s also never been easier to carve out time for true creativity and real human connection. That’s not a surprise; the feeling I have is that many are working with the change, rather than against it – for now!
One growing frustration, though, has been the algorithms that, on the one hand, can lead us into a loop of misinformation and propaganda (Source: Politico), but on the other hand, limit our tastes and sense of exploration (a topic well explored in Ezra Klein’s podcast episode).
Being constantly served by a machine feels like a big bubble of life – a bubble that’s bursting with sameness, one that needs shaking up.
The trend of people aiming for deeper exploration and doing things differently is clear, and here are just a few industries that prove this well.
In the last five years, global vinyl sales have doubled, with revenues increasing by over 50% between 2018 and 2022 alone (Source: IFPI).
Independent and niche print magazines have also seen a notable revival! For example, some magazines have reported annual growth rates of 5–15%. Additionally, print magazine industry is projected to grow by $3.5 billion by 2025 (Source: Technavio), driven in part by consumer fatigue with digital media and a preference for high-quality, tangible content.
Not to forget books! The global book publishing market was valued at approximately $144.67 billion in 2023 and is expected to grow at a compound annual growth rate (CAGR) of 1.8% through 2030 (Source: Dataintelo).
Interestingly, all of these industries are best explored in dedicated shops that feel like openings to many new worlds. Explore some of them here.
The numbers speak for themselves, but the trend of exploration through human creations is undeniable. What once felt like everything (social and digital) is now just one part of someone’s exploration phase.
This shift is why the marketing landscape has been changing so much – the world of media consumption is evolving. People want variety, a sense of exploration, and an Alice in Wonderland experience.
Not to forget the aesthetic impact!
Interestingly, younger generations have been at the forefront of this trend. The rise of raw, unedited content on TikTok and Instagram reminds me of 2011, when I first logged in, vintage filters and all.
Film camera photography is booming, and videos made on old phones, edited in the simplest ways, have gained immense popularity. The more human and real, the better.
Even noticing a misspelling in someone’s text recently felt refreshing – they hadn’t used ChatGPT, I thought!
How can you, and brands lean into this in 2025?
We should not play against these changes, but play with them. Here are four questions worth asking ourselves:
What aspects of your workflow can be automated or sped up? It's the time to embrace it.
On the other hand, what marketing elements or content can you introduce to bring more rawness, curation, and a human touch? Spend more time with it.
How can you give your customers a sense of exploration and involvement? Take that extra step.
What does your brand’s world, or ‘playground,’ look like, and how can you create activations through different channels & tools? Build your brand world.
And to add, don’t track your success and plan based only on learning what’s been working amongst your audience most. Learn to surprise, and always bring an element of play in brand building. Here’s my positive wish for our collective intelligence.
A few additional readings to explore:
Ways of Curating by Hans Ulrich Obrist
Filterworld: how algorithms flattened culture by Kyle Chayka
Wabi-Sabi for Artists, Designers, Poets & Philosophers by Leonard Koren
Newsletter bonus since it’s almost Christmas!
Human-curated gift ideas:
Make someone a playlist
Create your own favourite recipe book (Bonus: get one for yourself! Buy a notebook, and ask different family members to write their favourite recipes. I once asked my grandma, who is no longer with us, to write hers for me. It's the dearest notebook and memory I hold.)
Send someone a card and a genuine letter
Print & create a photo book (or frame one photo)
If you're looking for last-minute presents for fellow creatives:
Stack Subscription here
Support someone chasing their dream to start a business or a new project by connecting them with a person you trust. You can also give the gift of consultancy: get brand-building guidance with me, or editorial consultancy with Laura Klimaitė-Lusa, who I mentored while setting up the offer (here). Or connect with Matilda Lucy for advice on stepping away from socials (here).
Thank you so much for your support this year. It’s been such a fun ride, testing our ideas and growing alongside such a supportive community. Your time spent with studio playground – whether through our newsletter, socials, magazine, or as a client – means the world to me. I’m incredibly grateful to all of you, and to our team.
We’ll be back in January with Curated: 24 observations, trends, learnings from 24! In the meantime, I hope you have a wonderful time off. We’ll be taking a brief step back from our digital channels to recharge and refocus.
Austė & Playground team
I always enjoy your perspectives!
A curious year indeed! Love this approach on where to adopt AI and where to lean into messy, weird humanity. And excellent gift ideas - thanks for the shout out 🫶🏻🫶🏻