Stopping “Ensh*ttification”

Is This Our Best Defence Against AI Eating the World?

**PROFANITY WARNING**

As the role of AI in software development expands, it’s clear that the pace of technological advancement is not just quickening; it’s redefining all the rules of the game.

Many believe that AI might replace human developers entirely in the near future. But I have a more optimistic view – there’s a crucial aspect often overlooked in this automation rush: the unique, irreplaceable human touch, especially as we navigate the growing problem of enshittification in digital products, but more importantly in society as a whole.

What is Enshittification?

Enshittification is a term coined by Cory Doctorow to describe the gradual decline in quality and meaningful engagement that occurs when automated systems prioritise scaling and replicating over genuine innovation and user connection.

It’s the process where products and content become increasingly formulaic, generic, and disconnected from human needs and values, all in the pursuit of efficiency and scale. This phenomenon is evident in many areas of the digital world, from social media platforms to automated content generation, leading to a dilution of quality in exchange for quantity and ads.

Imagine if every TV show was written by the same algorithm – soon, every plot would be about a misunderstood vampire falling in love with a robot who doesn’t understand human emotions. It’s a bit like that.

LOVE AT FIRST BYTE: In Cinemas July 2026. Netflix – Please send me my royalty cheque

Creativity: The Unprogrammable Edge

AI is brilliant at optimising tasks based on past data, but it struggles with novel situations or creative problem-solving. Human developers are essential for their ability to think outside the box and innovate. As more solutions become automated, there’s a disturbing trend towards bland uniformity in design and functionality – a clear sign of enshittification. When creativity is replaced by algorithmic regurgitation, the freshness and originality that drive technological breakthroughs begin to fade.

Imagine telling an AI to come up with a blockbuster movie idea, and it gives you “Fast and Furious 52: This Time It’s Really Really Really Furious” – that’s enshittification.

Empathy and User Experience

Software isn’t just about technical problem-solving; it’s about crafting solutions that people find intuitive and user-friendly. Humans are naturally equipped to understand and predict other humans’ needs and responses, a skill AI cannot match. The increasing enshittification seen in user interfaces – where designs become more generic and less user-centric – is a direct result of removing the human insight from the design process. This trend is not just a drop in artistic standards; it’s a failure to connect with the user on a human level.

If we left it all up to AI, every app would probably look like it was designed by a very enthusiastic spreadsheet – effective, maybe, but hardly something you’d want to show your friends.

Ethical Judgement and Responsibility

The ethical implications of software are more significant than ever. Humans have a critical role in balancing technological potential with ethical considerations. I see a troubling trend where the absence of human oversight in AI-driven development leads to ethical shortcuts and oversights – another aspect of enshittification, where the quality of decision-making degrades as much as the user experience.

This drop in ethical standards is something AI’s logic cannot address alone; it needs human values and ethical reasoning.

If you let your sat-nav decide every turn on your road trip; sure, you’ll probably get somewhere, but don’t be surprised if you end up at the world’s dullest roundabout rather than the beach.

Not this one though – this one is cool.

Adaptability and Learning

Unlike AI, humans can quickly adapt to new challenges without needing vast datasets to learn from. This flexibility is crucial in a fast-evolving tech landscape. The enshittification I observe isn’t just about poor quality but also about stagnation; as AI begins to recycle and regurgitate solutions, the dynamic learning and evolution that human developers bring to the table are lost.

Basically, without us, AI would still be trying to figure out how to make Clippy from Microsoft Office less annoying. We’re the ones who teach it new tricks.

Layoffs of Copywriters: A Steady Decline of Copy Into ‘Enshittification’

While it might be there’s only anecdotal evidence for this, to me, it feels like we’re there: a significant wave of layoffs among copywriters is on the cards.

It seems that many businesses are on the cusp of a decision – they don’t necessarily think they need perfect, meticulously pruned and tended copy; something “good enough” will suffice.

As the world moves ever faster, it’s becoming increasingly important to businesses to just prioritise seizing the moment rather than get bogged down in perfectionism.

…But as AI takes over more writing tasks, the content generated becomes increasingly formulaic – a classic sign of enshittification. The richness and diversity of human-written content are being diluted by AI’s tendency to replicate what’s already been done, leading to a noticeable drop in the quality and engagement of written material.

It’s a bit like when you find a nice cafe, and then suddenly it’s taken over by a chain. Before you know it, your favourite barista is replaced by a machine that thinks a “flat white” is just a less exciting latte.

Human developers, with their creativity, empathy, ethical judgement, and adaptability, are our best defence against the enshittification of software.

As we integrate AI into more of our processes, let’s remember that technology should enhance our human qualities, not erase them.

The future of development needs both AI and human skills – not to compete, but to complement each other in creating richer, more meaningful software experiences.