Betting on the Human Touch

AI Can’t Replace a Strong Voice

As artificial intelligence continues to infiltrate digital media, some companies are embracing it—but not all. Betches Media, known for its witty, irreverent content centered around millennial and Gen Z women, is taking a bold stance: No AI-written articles. In an era when automation threatens traditional media jobs and writing is rapidly being commoditized, Betches co-founder and CEO Samantha Fishbein says the key lies in authenticity. “If we don’t differentiate on human voice, we’ll be swallowed by sameness,” she explains. That strategy seems to be working—Betches has grown to seven million Instagram followers, a flagship podcast, and a fledgling book business, all rooted in human-generated storytelling that reflects its audience’s lived experience.

Personality Beats Productivity

Rather than scale content output through AI efficiencies, Betches is choosing depth over breadth. Its copywriters, editors, and podcasters are tasked with infusing every piece of content with cultural nuance, relatability, and humor. This trust in a distinct editorial voice is what Fishbein views as their moat in a marketplace increasingly filled with AI-generated sameness. While larger companies might chase AI tools for volume, Betches believes its strength comes from insider language, memes, and commentary that only real women can deliver convincingly. The company’s bet is that readers will increasingly be able to tell—and prefer—content with a soul over computer-assembled narratives.