ai content is a trap.
ai can write a thousand posts a minute. that's exactly the problem — infinite sameness is not a strategy.
using ai to mass-produce content creates generic, undifferentiated noise. ai is a useful assistant for drafts and ideas, but distinctiveness and real perspective still win.
ai makes it trivial to generate endless content — and that's the trap. when everyone can produce infinite competent-but-generic posts, competent-but-generic becomes worthless. the brands that win the ai era won't be the ones who generate the most; they'll be the ones who sound most like themselves.
— 01infinite sameness
ai produces content that's plausible, average, and exactly like everyone else's ai content. lean on it to generate your posts and you join an ocean of indistinguishable sludge. the feed is already filling with it, and audiences are learning to tune it out.
the model is the shared input, which means everyone drawing on it produces variations of the same thing.
so the output is plausible and average by construction. it reads as competent and it says nothing anyone will remember.
and it is increasingly recognisable. audiences have learned the cadence, and the recognition itself now costs credibility.
— 02where ai actually helps
ai is a brilliant assistant, not an author. use it to brainstorm angles, draft and refine, repurpose, beat the blank page, and handle the grunt work. the judgement, the perspective, the real stories and the final voice should be human.
versioning, subtitles, transcripts, rough cuts, first drafts and the grunt work around production. it saves hours rather than replacing judgment.
it is also genuinely useful for structure — turning a messy recording into an outline, or a long piece into a carousel.
and it is good at the second draft. giving it something you wrote produces better results than asking it to start.
— 03distinctiveness wins
as ai content floods every platform, the premium on being genuinely distinctive — real opinions, real experiences, a real voice — only grows. the scarcest and most valuable thing online is becoming exactly what ai can't fake: a point of view that's truly yours.
what cannot be generated is your own premises, your people, your process and your opinions. those are the only defensible inputs you have.
so spend the time saved on the parts that require being there — the shoot, the customer conversation, the thing that went wrong last week.
and state a position. the scarcest thing online is a view someone might disagree with, which is precisely what a model averages away.
— 04the practical division
ai for the mechanics, people for the substance. drafts, cuts and versions on one side; the claim, the footage and the judgment on the other.
brands that get that split right publish more and sound more like themselves. brands that invert it publish more and disappear.