AI-generated content is text, images, audio and video that artificial intelligence has created from an instruction – from drafts and illustrations to entire campaigns. In other words, the first draft has become free.
That changes the economics of content work. When production is cheap, volume goes up – and the value of the generic goes down. What becomes more valuable is what the machine cannot deliver on its own: the sharp angle, the genuine experience, the recognisable voice and the courage to hold an opinion.
For organisations, this raises two decisions: a quality decision – what does it take before something may be published in our name? And a transparency decision – when and how do we say that AI has been involved in the work?
In practice
A rule of thumb I often pass on: use AI to raise the floor – research, drafts, variation – but never let the machine define the ceiling. The final layer, where voice and judgement live, is human work.
How to explain it to management
»AI can produce our content – but not our meaning. From now on, we compete on the sender, not on volume.«
I unfold this point in the article When the machine writes first and on the page about AI in creative work.