The internet is about to be buried under an avalanche of content — blog posts, ads, captions, and emails spun up in seconds by anyone with a keyboard. Volume used to be a competitive edge. In 2026, volume is the new spam.
When everything is easy, nothing is impressive
The moment infinite content became free to produce, its value collapsed. Ten thousand "5 Tips to Grow Your Business" posts don't build a brand — they build background noise. And the algorithms, trained on that same slop, are getting very good at recognising and burying it.
You cannot out-publish a machine. You can only out-mean one.
Your point of view is the one thing that can't be prompted
A large language model can imitate any style, but it cannot manufacture conviction. It has no scars, no strong opinions, no stake in the outcome. That is precisely where your moat lives.
- A real POV: Take a position your competitors are too scared to take. Generic advice is now infinite and worthless; a sharp opinion is rare and magnetic.
- Proprietary experience: Your data, your client results, your war stories — the stuff that only exists because you lived it — can't be scraped or synthesised.
- A distinctive voice: When AI flattens everyone toward the same competent, forgettable middle, sounding unmistakably like you becomes a superpower.
Use AI to sharpen, not to fill
The answer isn't to abandon AI — it's to stop using it as a content vending machine. Use it to research faster, to pressure-test your arguments, to draft so you can spend your energy editing for edge. Let the machine handle the plumbing. You handle the point.
In a world drowning in average, being unmistakably, memorably yourself isn't a nice-to-have. It's the whole game.