Exploring how algorithms fuel sameness and how brands must break free to rediscover originality.

A few weeks ago, I realized I was trapped. Not in an elevator or some existential crisis (not this time, anyway), but in an algorithmic abyss of my own making. It all started innocently enough: I needed a pair of hiking shoes for a trip to South America. Let me be clear—I’m not a hiker. My “trekking” plans involved a leisurely stroll through vineyards, sipping wine, and perhaps contemplating the meaning of tannins. I just needed footwear that would allow me to confidently walk on uneven terrain without rolling my ankle or, heaven forbid, spilling my vino. But after one quick search…well maybe it was several days of hunting (don’t judge me), for the perfect pair of ‘comfortable hiking shoes,’ the Internet decided I was destined to become like that guy in the Patagonia catalog: decked out in head-to-toe outdoor gear, armed with trekking poles, and somehow always wearing zip-off pants

Now, every ad, recommendation, and product suggestion screams “rugged adventurer.” Boots with soles fit for scaling Everest? Check. Lightweight jackets engineered for Arctic winds? Absolutely. I mean, I like the outdoors. I ski, I SCUBA, I go outside. A lot. But it’s as if the algorithm has decided I was completely giving up my life of cigars and blazers to spend my days trapped in the wilderness.
Sound familiar? Algorithms, those silent puppeteers of modern life, have an uncanny ability to box us into identities we never chose. Worse, they don’t just influence individuals—they shape entire industries, driving them toward a relentless sameness that stifles creativity and discovery.
This isn’t just my personal quirk; it’s a global epidemic of sameness. The algorithm, once our helpful sherpa to discovery, is now a ruthless dictator. The more we engage with specific content, the more it feeds us the same—faster, louder, and relentlessly. It’s a perfect echo chamber, amplified by the social cohorts we inhabit. What begins as personal preference metastasizes into collective obsession, stifling creativity across industries.

The Algorithm’s Grip on Creativity
Fashion was one of the first industries to publicly grapple with the algorithm’s consequences. TikTok and Instagram Reels have made it nearly impossible to avoid certain styles. Last year, Vogue Business dissected how algorithms have turned platforms into trend factories, with micro-trends like “cottagecore” and “gorpcore” surging and collapsing within months. Zara and Shein became the prime beneficiaries, with Shein releasing up to 10,000 new styles per day to keep pace with algorithmically generated demand.

B2B purchases typically involve committees, with input from multiple team members. These stakeholders discuss products and services in private LinkedIn or Slack chats, sharing links, case studies, and product reviews.

Dark Social isn’t captured in referral traffic or standard analytics dashboards. A spike in direct traffic? That might be because your white paper was shared in a WhatsApp group of procurement officers, but there’s no way to confirm it.

Using trend data that showed increased consumer interest in hybrid beverages and the growing ready-to-drink coffee market, Coca-Cola introduced Coca-Cola With Coffee Mocha, hoping to capitalize on the overlap of two popular categories. The algorithm likely identified these preferences based on aggregated consumer behaviors, but it missed a crucial point: people didn’t actually want their coffee and cola combined.
In gaming, sameness is a growing concern. Battle royale games like Fortnite dominate because engagement metrics highlight their profitability. Ubisoft, for instance, canceled several unannounced projects in 2023 to focus on expanding established franchises like Assassin’s Creed Mirage, reflecting a shift toward safer bets over original concepts. Meanwhile, indie games struggle for visibility on platforms like Steam, where algorithm-driven recommendations often prioritize big-budget titles.

Smartphones have become a race to incrementalism. Camera upgrades dominate marketing campaigns, not because they’re revolutionary, but because visual content drives engagement on social media platforms. Apple’s iPhone 15 series, particularly the Pro Max, has seen strong sales in 2024, driven in part by its camera features like cinematic mode, which resonate with content creators on platforms like TikTok.
However, innovation beyond cameras has been slower to gain mainstream traction. Features like foldable screens and modular phones, while technically impressive, have struggled due to high costs and limited consumer adoption. According to a 2024 IDC report, Apple, Samsung, and Xiaomi together accounted for nearly 50% of global smartphone sales, highlighting how these dominant brands leverage algorithmic visibility and marketing to maintain their market share.

Streaming platforms are notorious for algorithmic sameness. Spotify Wrapped may delight users with its curated summaries, but it’s also emblematic of a broader problem. By promoting what listeners already like, it limits discovery. A 2024 IFPI report highlighted that the majority of streams on Spotify went to the top 10% of tracks, leaving emerging artists struggling for visibility.
The film industry is similarly plagued. Netflix’s reliance on data has led to formulaic productions like Red Notice 2 and The Gray Man 3, which prioritize engagement over originality. These films dominated the platform’s 2024 views, despite mediocre critical reception, reflecting Netflix’s focus on safe, high-volume content.
And I can’t be the only one tired of seeing burrata on the menu of nearly every restaurant I visit. This creamy cheese is everywhere—not because it’s universally adored but because Instagram loves it. A 2023 Yelp study revealed that menus featuring “Instagrammable” items like burrata, avocado toast, or rainbow bagels saw an 18% increase in reservations.
Meanwhile, culinary creativity takes a backseat. Restaurants feel pressured to design dishes that photograph well rather than innovate. The result? A global dining experience that feels depressingly predictable.
Is Resistance Futile?
Algorithms aren’t inherently evil—they’re amplifiers. As fashion commentator Tariro Makoni aptly puts it, “The algorithm doesn’t demand sameness; it reacts to the sameness we feed it.” If brands rely solely on engagement metrics, they will inevitably cater to the lowest common denominator. But here’s the twist: audiences are tiring of this monotony.
Consider Substack, a U.S.-based platform thriving on long-form, individualistic content outside algorithmic constraints. Or indie brands like Chopova Lowena, a London-based label known for its eccentric, upcycled skirts, and Byredo, a Stockholm-based luxury fragrance house celebrated for its artisanal scents. Both have gained traction by embracing individuality rather than chasing trends, appealing to consumers looking for originality in a world increasingly dominated by sameness.

Breaking the Loop
For brands across industries, breaking free from the algorithm loop requires boldness. Instead of feeding the machine with endless iterations of what’s already popular, brands must take risks:
• In Fashion: Gucci offers personalized embossing and engraving services, allowing customers to add unique touches to their items, emphasizing timelessness over fleeting trends.
• In FMCG: PepsiCo collaborates with the Stanford Institute for Human-Centered Artificial Intelligence to shape responsible AI standards, focusing on sustainability and ethical AI integration beyond mere flavor innovations.
• In Gaming: Indie platforms like itch.io prioritize storytelling, providing fertile ground for creative risks and unique gaming experiences that diverge from mainstream trends.
• In Consumer Electronics: Fairphone’s modular smartphones are designed for longevity and sustainability, appealing to eco-conscious consumers seeking alternatives to mainstream devices.
• In Music and Film: A24 continues to thrive by producing films that defy formulaic storytelling, achieving significant box office milestones with unique and original content.
Breaking free isn’t easy. Algorithms have rewired consumer expectations, and reconditioning audiences to value individuality will take time. But it’s worth it. Because if every brand panders to the system, we all lose.

As for my hiking shoe predicament? To throw the “algos” off the scent, I’ve started Googling neon ponchos, astronaut helmets and unicycles—no machine is going to make an outdoorsman out of me!

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