Adri Mz

The death of the average. We are currently witnessing the total collapse of the marginal cost of creation. Copywriting, design, video editing - skills that previously commanded a premium due to the barrier of technical execution are being democratised to the point of irrelevance. Most marketers view this through the lens of efficiency. They see a tool that allows them to produce 10x the output for 1/10th of the cost. When the supply of "good enough" content becomes infinite, the economic value of that content plummets to zero. We are entering an era of infinite noise. If you think it is hard to capture attention now, wait until the internet is flooded with billions of synthetically generated articles, tweets, and videos every single day. (Which is already happening, just not at the quality and volume that it will in 6, 12 months from now) In this environment, pure volume is no longer a valid strategy. You cannot out-publish a server farm. The alpha in modern marketing is shifting entirely from production to provenance. [1] The Trust Premium As the internet becomes increasingly synthetic, we will see a massive flight to safety. "Is this real?" will become the single most important buying criterion. We are moving away from algorithm-optimisation and back towards human-optimisation. Personal brands, founders-led sales, and verified human voices will command an exorbitant premium. The faceless corporate brand is dead. If a consumer cannot verify the human source behind the message, they will subconsciously label it as "spam". [2] High-Friction Marketing For the last decade, the goal was "low friction". SEO, programmatic ads, automated email sequences. As AI cannibalises these low-friction channels, - bots clicking on ads served by bots on sites written by bots - the smart money will move to high-friction channels. Live events. Physical mail. Handshakes. Closed-door dinners. The harder it is to scale, the more valuable it becomes. You prove your value by doing things that cannot be automated. [3] Taste as a Moat Large Language Models function by predicting the next most likely token. By definition, they regress to the mean. They give you the average of the entire internet. If you use AI to guide your strategy, you are opting for mediocrity at scale. "Taste" - the human ability to curate, to select the outlier, to understand nuance and subtext - becomes the only defensible moat. The future of marketing is about who has the taste to know what *not* to create. Paradoxically, the more artificial the world becomes, the higher the premium on being undeniably human.