AI turns content scale into a differentiation crisis

Content isn’t your advantage anymore. Perspective is

If your content could be written by AI, why should anyone care? Content is now a commodity.

The market is filling up with content that is technically right, well-written, and easy to produce. But also, interchangeable and forgettable.

AI lowers the cost of creation. At the same time, it lowers the barrier to sameness.

→ So, the more content we produce, the harder it becomes to stand out.

The solution: compete on perspective

Stop competing on volume and forget about scale. Start competing on perspective with a clear point of view.

→ Produce less, better.

This requires sharper choices:

a clear point of view, even if it is not for everyone
more bold opinion, less safe consensus
a brand voice that sounds like a brand, not like a model

And a different way of working:

fewer content pieces, better thinking
more time on the angle, less on being perfect
real editorial decisions instead of default ‘good enough’ decisions

The shift: you go from content engine to point-of-view engine.

A strong POV explained by example
Your strong point of view will push some people away and pull the right ones closer. Good content pleases. Bold content filters and gets remembered.

Most brands say: ‘AI helps you create more content, faster.’

A strong POV says: ‘Most AI-generated content is noise. If you rely on it, you become invisible.’

Why this works:

Recognizable. Everyone has seen the ‘AI = more content’ narrative
Bold. You challenge the dominant industry belief with a clear stance
Business implication. You connect it directly to impact

Why a strong POV works

Your content becomes easier to recognize and harder to ignore.

Not because it is more and louder, but because it is sharper. It carries a distinct angle and a clear point of view that people associate with your brand. It dares to stand out and not to please everyone.

→ If your content offends no one, it reaches no one.

The benefit of a strong POV

That recognition translates into competitive advantage. You move from being one of many voices to a brand that people remember when it matters.

Stronger differentiation makes it easier to:

be chosen faster
defend your price
reduce dependence on constant content volume

→ In a market full of interchangeable content, distinctiveness becomes a growth driver.

AI may have made content cheaper. But it makes brand clarity and perspective more valuable, and more defensible, than ever.

What to do: produce less, better

It’s simple. Be bold. Be clear about what you believe, and say what others avoid saying. And don’t default to more content. Focus on better content.

You don’t need 50 pieces where 5 will do. Because if those 5 are of high quality with sharp thinking, you can use and reuse them.

The rule of thumb is that about 10% of your content drives 90% of your traffic. So focus on doing that 10% really well.

The 90/10 rule explained
Over the past year, just five pages in my newsroom drove over 50% of all traffic: 20%, 13%, two at 8%, and one at 7%. In other words, 2% of my 297 pages generated the majority of results.

It’s not a perfect dataset, I use my newsroom as a testing ground, but the pattern is clear: a small fraction of content drives a disproportionate share of impact.

The 90/10 rule may not be exact, but it’s directionally true, and actionable.