"Over the last two years, the value of content has collapsed. Thanks to the LLM revolution, the internet is drowning in an avalanche of indistinguishable output: an endless parade of fast-food writing, recycled reports, and SEO-bait fluff optimized for algorithms instead of people. That's why the only competitive moat left is the human story. For business leaders, this creates an urgent mandate: Storytelling is no longer a marketing tactic. It's a strategic business imperative-the only reliable engine for changing minds and shifting behaviors."
"It's tempting to see generative AI as a shortcut to content volume. But when every competitor can churn out a thousand posts, the value of each piece approaches zero. Audiences know this, and they're tuning out. Trust in the media is near-historic lows. Our Brand Expectations Index shows that 81% of the general public and 84% of knowledge workers trust direct communication from companies, whether in podcasts, videos, or in-depth articles, nearly as much as they trust local news."
Content value has collapsed as large language models flood the internet with indistinguishable output, producing fast-food writing, recycled reports, and SEO-bait fluff. Audiences are tuning out and trust in traditional media stands near historic lows. Direct company communications now earn high trust: 81% of the general public and 84% of knowledge workers trust podcasts, videos, or in-depth company articles nearly as much as local news. Storytelling must shift from a marketing tactic to a strategic business imperative that creates gut-level connections. Brands must stop publishing for algorithms, use data to find white-space gaps, and craft uniquely human, ownable narratives.
Read at Fast Company
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