In a recent LinkedIn post, Justin Oberman addresses the pervasive issue of poorly written content, particularly that which is generated or augmented by AI. He argues that while AI can be a powerful tool, it often amplifies existing weaknesses in writing if the user lacks fundamental thinking and writing skills. Oberman emphasizes that AI should serve as an amplifier of human thought, not a substitute for it, warning that relying solely on AI without critical oversight can lead to generic, unengaging, and ultimately detrimental content.
The Peril of ‘AI Slop’
Oberman begins by confronting the reader directly about the quality of their writing, likening unedited AI output to “AI Slop.” He points out a common cycle many marketers find themselves in: using AI for speed, being dissatisfied with the results, attempting to “fix” it, and still producing subpar content. This, he suggests, stems from a misunderstanding of how AI should be integrated into the writing process. According to Oberman, the core problem isn’t the AI itself, but the user’s inability to think critically and guide the AI effectively.
“Good writing is an exercise in thinking. And AI is an amplifier of that, not a supplement for it. So if you don’t know how to think or write, you will end up sounding like the masses, at scale.”
He highlights the dual negative consequences of such low-quality content: algorithmic punishment in the form of reduced reach and human punishment in the form of decreased trust. For any marketer, losing reach and trust is a critical blow to their brand and sales efforts.
The Human Element: What AI Can’t Replicate
Oberman clarifies that his approach does not involve shunning AI but rather mastering the human elements that AI currently cannot replicate. He positions himself as someone who can help individuals and brands overcome the limitations of AI-generated text by teaching them the principles of persuasive, entertaining, and human-sounding writing.
The Art of ‘Hunting’ for Good Content
Drawing on over 20 years of experience in advertising and copywriting, Oberman has developed a system he calls ‘Content Hunter.’ This system, he explains, focuses on the crucial steps before and after words hit the page – the actual “writing” that imbues content with life and impact. He states:
“Because the part that matters most is not the typing. It’s knowing what’s good and what to hunt for both before and after a word hits the page. The places “writing” actually happens.”
His expertise, honed through building a seven-figure agency, allows him to teach others how to make their content “sound human” and resonate with audiences. This involves understanding what makes writing land, spread, sell, and feel alive.
Building ‘Class’ in Writing
Oberman contrasts his teaching method with traditional education, referencing Jay-Z’s lyric, “You can pay for school but you can’t buy class.” He aims to impart this intangible quality by guiding users on what to look for, keep, cut, and break in their writing to make it feel authentic and engaging.
“I teach you ‘Class’ by showing you what to look for, what to keep, what to cut, what to break, and what makes writing feel alive.”
Ultimately, Oberman’s message is a call to action for businesses and marketers to move beyond superficial AI use and focus on the foundational skills of thinking and writing. He concludes with a powerful reminder:
“Good writing is not produced. It’s built.”
His work centers on copywriting, ghostwriting, and editing AI output to ensure it meets a high standard of quality, emphasizing that the true value lies in the strategic and creative human input that guides the process.
📝 About This Content
This article is based on insights shared by Justin Oberman on LinkedIn.
📅 Originally posted on July 20, 2026 | View original post on LinkedIn →