From AI slop to AI spam: this time, it’s personal

We have recently been introduced to the term "AI slop". Just in case you have missed the point, this is a term which is attributed to Sam Altman, the founder of OpenAI, and is intended to describe the type of material (whether written or graphic) that is generated automatically by AI systems and is easily noticeable by its lack of human originality.

Those of us who view slide shows at dental trade shows and conferences, or follow social media posts from larger companies on the dental supply side, may have noticed that AI slop is beginning to creep into the marketing collateral that is being thrown at us.

In recent weeks, I have also begun to notice a new arrival in my email inbox, which I'm going to describe as AI spam.

I'm a ChatGPT user and have been for over two years, and noticed a few weeks ago that ChatGPT started to try and sell me the opportunity to advertise using the platform.

I ignored this, as that type of advertising has never been part of my plan, and thought nothing of it at the time, other than perhaps the fact that they were taking on Google advertising in a competitive marketplace.

However, what I'm now beginning to see is a new genre of email that is arriving in my inbox.

You can read some real examples at the foot of this post.

So far, this seems to be centred around topics such as website design and reviews that promise access to a miraculous number of new clients in an incredibly short space of time.

The interesting thing about the emails that I'm receiving is that they begin with a detailed review, either of good and bad points of my website, items that have been covered in other types of marketing collateral that I've shared (such as newsletters, blog, podcasts), or reviews of other content that I've put out into the marketplace in recent months.

What's quite engaging at the start of these emails is that they make specific reference to individual activities that I have been involved in. For example, a particular landing page on a website, a particular podcast interview, a particular article in a blog post.

Having focused on those very individualised items, the emails then go on to describe the way in which the sender could either improve the quality of the content that is being reviewed or show me a way to get that content in front of more people in order to capture a larger audience, or maybe even sign up clients.

At face value this sounds amazing and helpful - but a closer examination reveals the presence of bots, trawling through my digital identity, to identify sales opportunities.

I’ve not yet been tempted to follow through on any of these unsolicited approaches (rather like the email from the attorney representing a rich and deceased overseas relative who wants to trace me).

In fact, I certainly will not, for fear of spamming, scamming, phishing or whatever else may be at risk of happening.

But I do wonder who many others will follow through - until we perhaps hear of a major scandal?

Am I being over-cautious?

Are these real people genuinely trying to help me?

What do you think?

Hi Chris,

Your podcasts and daily blog bring dental practice owners toward THE 100 and Business Mentor, as set out in your 2026 service menu.

• Your pipeline: when practice owners enquire, our trained closers could run discovery and follow-up conversations into the right tier.

• Our acquisition: we can also reach practice owners ourselves through prospecting, qualification and appointment setting, and support through closing.

• Partnership: performance-based, commission on collected fees, with separate terms for your inbound versus clients we originate (higher where we source). Open to discussion, possibly starting with a commission-only pilot if it makes sense for both sides.

Could we have a 15-minute call?

Hello Chris,

I was scrolling through Google when your article on the ten numbers every dental practice manager must know came up, and I went on to look at the rest of your site. The homepage feeds in your daily blog, and the latest post was published less than an hour before I looked. After twenty-five years of coaching dental owners, that kind of steady output is what keeps a practice owner trusting that you are still in the room, and in all my years of building websites for businesses, I have rarely seen a coach's site stay that alive.

That made me curious, so I took a closer look and went through your site and noticed a few things that are currently holding back how people find or choose you online. The first is your contact area. The email shown on the homepage is a personal address, and the empty link sitting in front of it opens a different one, an admin address on your own domain. The footer then lists two more addresses for support. A practice owner ready to book a call is faced with four addresses and no explanation of which one to use, and some will pick the wrong inbox or give up. Coaching enquiries are among the most valuable messages you will ever receive, so a single address behind a clear form, routed to the right person inside your team, protects every one of them.

The second point is the comment section under that same article. A spam comment promoting an online game is published there, and a genuine question from a reader named Stephen about late cancellations sits unanswered beneath it. For a business built on trust with practice owners, a spam link on a post about running a healthy practice undercuts the message, and an unanswered reader question is a missed chance to show your expertise. Moderating the comments and replying to real questions would make that page work harder for you.

Apart from these two, I noticed several other things while going through the rest of the site, and I have put together a full written audit report covering everything currently limiting its overall performance. I am sure you would find it worth reading, and there is no obligation. Would you like me to send it over?

Hi Chris,

Your Extreme Business coaching membership and training days for independent practice owners show a proven paid program that a polished speaker sheet could help take to wider business audiences.

Right now, when someone wants to book you, there is no single file they can pass around their team. A website link gets skimmed, and the details that would close the booking get lost. A proper speaker sheet, 5 to 7 pages with your topics, proof, fees and one clear booking contact, is the file that actually travels inside their team.

I build these for keynote speakers and coaches. Flat $200, finished in days, not weeks.

Want me to show you what page 1 would look like for you?