Mark Cuban on the ‘Milli Vanilli Effect’

Mark Cuban recently predicted what he calls the “Milli Vanilli Effect.” If you’re under 35: Milli Vanilli was a pop duo who skyrocketed to fame until it was revealed they were lip-syncing. The backlash was about broken trust. The illusion of authenticity collapsed.

Cuban’s point is that we’re heading into a similar moment, but at societal scale. Within a few years, AI-generated video, audio and avatars may be so polished that most people won’t know if what they’re seeing or hearing is real.

Trust in digital content will start to erode. When trust fades, humans crave what feels real: live events, in-person interactions and handcrafted work.

This shift isn’t linear. It’s a U-shaped curve. At one end, AI can help us scale ideas, move faster and lower costs. At the other end, authentic craftsmanship and human connection become premium experiences. The middle gets hollowed out.

What does this mean for creative professionals? Our value goes up if we operate at either end of that curve.