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Creators don't need your rage. They need your support.

For a lot of folks, the reaction to AI has been anger.

I've been there. I know. I've felt it, too.

Anger at the inauthenticity and soullessness of AI-generated work. Anger at the job losses and diminished opportunities for human creators. Anger at the tech behemoths rolling out dangerously powerful tools with little regard for the consequences.

The anger has manifested in scathing online callouts, boycotts, rage posts and pressure campaigns against AI users and would-be creators.

But I've come to a realisation: anger is engagement. And engagement, even the negative kind, is the fuel of distribution.

The algorithms that power social platforms and search engines are emotion-agnostic. They don't care about the sentiment driving a share, a comment, or a click - only that it happened. Every time someone rages against an AI user, they are inadvertently helping to boost that content into more feeds, inboxes, and search results. The rage broadens the reach of AI.

There's a key idea from epidemiology that aptly describes this dynamic - iatrogenesis. It's when a treatment inadvertently worsens the condition it seeks to cure. Attempting to battle AI content with anger is a textbook case of iatrogenesis. The prescribed remedy only intensifies the disease.

A wealth of thoughtful, hand-crafted content by human artists gets drowned out, relegated to obscurity. Online attention and social algorithms are a zero-sum game; energy spent attacking one thing isn't channeled into elevating another. It's just throwing gas on the fire.

Human creators don't need your rage. They have rage enough of their own. It doesn't pay the bills. What they need is support.

If you believe in the enduring value of human artistry, the most impact you can have is to actively promote and champion the creators you want to see thrive. Share their work far and wide. Write recommendations and reviews. Signal their quality. Engage with their posts in ways the algorithms reward - comments, shares, subscriptions, etc. Become a digital patron and evangelist for the human-crafted content you genuinely believe deserves to find an audience.

I'm not arguing here for some form of toxic positivity. I'm simply pointing out the harsh reality of online discourse. The more you talk about the thing you hate, the more folks see and engage with the thing you hate.

Rather than popularizing the AI-generated work you object to, however unintentionally, you can harness the same algorithmic dynamics to give human creators a boost.

It's cathartic to rage against the dying of the light. I'm not trying to take that away from anyone. But the tech companies pushing AI and the folks using it to squeeze out the artistic equivalent of pink slime aren't going to stop because folks are angry about it. They'll see the same engagement numbers and keep doubling down. And they have a war chest big enough to pay for it.

If the goal is to carve out a viable space for human creativity in an post-AI world, amplification is a more effective strategy. It redirects the momentum of the algorithm. It's activism grounded in a realistic understanding of the digital battlefield.

The battle for the soul of creativity will not be won through anger, no matter how justified.

But every share, every comment, every second of positive attention you provide to human creators is a vote for a digital future that still respects and rewards the human spark.

And those votes, multiplied across a network of passionate advocates, may just add up to a cultural shift.

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