Nitin Nohria in the Atlantic article The Importance of Taste in the AI Era makes a compelling argument for the critical role taste, a subtle, often under-appreciated sensibility, will become an increasingly vital differentiator as AI-generated “slop” floods our daily lives. As Nohria observes:
Taste is a subtle sensibility, more often a secret weapon than a person’s defining characteristic. But we’re entering a time when its importance has never been greater, and that’s because of AI. Large language models and other generative AI tools are stuffing the world with content, much of it, to use the term du jour, absolute slop. In a world where machines can generate infinite variations, the ability to discern which of those variations is most meaningful, most beautiful, or most resonant may prove to be the rarest—and most valuable—skill of all.
Whilst machines have an edge in their ability to churn out facts, information, and content. Generative AI creates vast amount of content that is grammatically correct and factually robust, yet lacks nuance, emotional resonance, and cultural context
This deficit is significant. Taste is more than just personal preference—it reflects discernment, culture, and the human capacity to recognise what truly matters. As the landscape becomes increasingly saturated with content, the advantage will shift to those who can meaningfully curate, refine, and connect with real human sensibilities.
Steve Jobs deeply understood the power of taste when he released the first iPhone to the world. Brands like Apple thrive not simply on innovation, but on their cultivated ability to select and present experiences that feel fresh, relevant, and deeply human.
To stand out above the digital chatter, we must invest in developing our own capacity for discernment, to help guide us toward relevance, meaning, and deeper human connection.