He needs a good heel run.
People are tired of him trying so hard to be the anti-HHH, anti-Vince McMahon by not being self-serving and trying to be this big hero character who's here to save the day in all his feuds and give his belt to the kids and tell them to take their vitamins and shit.
The fans see through all that shit.
I think in order to offset the heat he's getting now, he has to fully embrace it and go all in and be the biggest heel in the company, like even if it's just for a few months and just lean into it. Be Bullet Club Cody, or even worse.
Have him go back on his word about not going after the AEW title, screw Kenny over for the title (which turns Kenny face), have him be the first one to beat Punk, screw Britt outta the title so Brandi can win it, shit like that. Have him go into this dark spiral all because he lost to Black, and then since it started with Black, then you have Black be the one who ends it.