So there I was, on a random, uneventful Tuesday morning, taking a quiet spin through LinkedIn. I wasn’t looking for anything in particular. This was a classic “I have 5 minutes, let’s see what’s going on in my professional world’ type of scroll. You know the one. Overly self-congratulatory job promotion status updates? You betcha. Effusive praise for the very proud team who picked up one of the 4,237 ‘prestigious’ awards on offer at that evening’s ‘important’ industry event? Without doubt. Long-form opinion piece about the future of measurement in influencer marketing? Ding ding ding. It wasn’t until I was half-reading through the influencer marketing measurement piece that I began to realize… yep, this is giving me slop-vibes. Sure enough, upon taking the time to copy and paste the piece into a random AI-checker, my suspicions were confirmed. I remember thinking “Tricky devils. Trying to pull one over on me. Not today. Fair enough, no harm no foul.” 10 seconds later came the catalyst moment for me. Why was this “no harm, no foul”? This… this was a foul. It was a red card. Why was my initial reaction one of understanding? This “author”, a real-life person whom I professionally “knew”, was promoting sincerity in an insincere, inauthentic manner. So, I checked the effusive awards piece. Slop. Then the ‘can’t wait to be a part of the company family’ new job update. Slop. (I must also point out that I checked a fourth piece, too, which was authentic). It just hit me, right then and there – I’ve been totally duped, here. I’ve completely wasted my time. While the new job, award and, I hope, directional belief in the future of measurement in influencer marketing were real, the substance was not. I’d spotted the slop in the third post, but missed it in the first two. And I’d had to go out of my way to confirm this. Even the jitters kicked in – could I trust the AI software I’d used to check the content? Seems like I could, but I was checking it after it had been published, which I know has its flaws. There had to be a better way. My co-founders and I wanted to be able to able to prove the authenticity our own writing immediately, and for that verification to be clear and obvious to anyone so that when they saw it, they knew it was real and could read on with confidence. We wanted to be able to ensure that those people could fundamentally trust the verification, at the point of creation And we wanted to provide proof so that anyone could check how and why a post’s verification was secured. And so Turrii was born. I’m proud of our mission and what we’re trying to achieve. If you ever have any doubts, problems or concerns with our product – and hey, we’re just starting out – or if you’ve got suggestions on how we could make the product better or even kind words, don’t hesitate to shoot us a note (info@turrii.com). Only together can we stop the slop.