LET'S GET REAL. The internet has been a noisy place lately. Actually, maybe it’s the world that’s noisy, and the internet has just turned the volume up, but it certainly feels like online spaces have become more chaotic.
Yet, despite all the noise, online spaces also just feel flat. Even though more online content is being produced than ever before, so much of it feels the same. Design, tone and even subject matter all seem as though they've been assembled on a factory line. Pumped out and algorithmically added to your feed.
It’s the AI’s internet now; we’re just visiting.
There are plenty of reasons to lament the AI’ification of everything. It’s been reported that approximately 57% of online content is AI-generated, with estimates of that skyrocketing to 90% by 2026. Generative AI is being used for everything from customer support to copywriting to search results and even therapy. If your online experiences are feeling hollow or lost in a sea of sameness, this is why.
It's getting harder to feel certain that what we’re experiencing online is real. That’s why we’re going all in on Real Things at Evergreen in 2025. You might even see us subtly reminding you of this at the bottom of newsletters and in our social feeds.
That’s not a brag; it’s just us trying to reach out and say, “hello, we’re still here.”
Part of what makes real experiences so special is that they come with just the right amount of weirdness. They’re quirky or whimsical in a way that feels genuine. No algorithm could possibly come up with a sightseeing tour aimed at squirrel enthusiasts (this is a real thing I encountered outside of Dublin in 2018). Real can be weird, and we’re all for it.
All of this is what we love so much about public places. The best ones are diverse and messy and weird in all the right ways. How could they not be when they’re created and used by such wonderfully creative and passionate people? Visit a farmers market, a well-designed playground or a public art exhibit, and tell me you don’t leave feeling just a little bit more alive.
A little bit more connected to real people or our world in a deeper way. See how you can help us connect.
🖊️ BEN BARTOSIK, MANAGER OF BRAND AND CREATIVE | EVERGREEN