AI has collapsed the cost of producing content. What used to take a team and a week now takes 1 person and an afternoon.
That sounds like great news, and it is. But it also means the internet is flooding with average content. When everyone can publish 10 posts a day, volume stops being an advantage.
So what still matters? Three things.
Point of view. AI can write sentences, but it can’t have your opinions, your customer stories, or your scars from 15 years in the trenches.
Distribution. Publishing is step 1. Getting content in front of the right people through email, search, and social is where the leverage lives.
Proof. Screenshots, numbers, case studies. Real results cut through generic advice every time.
Use AI to move faster on drafts, research, and repurposing. Then inject the 1 thing it can’t fake: you.