When machines can produce endless options, producing is no longer the rare skill. Choosing well becomes the differentiator.
Creation becomes cheap
AI generates infinite variations instantly. The bottleneck moves from making to selecting.
Judgement becomes valuable
Knowing what is good, relevant and on-brand — and rejecting the rest — is the scarce skill. Taste and judgement lead.
What it means for brands
Brands need curators with a point of view, not just producers. Editorial judgement becomes a competitive advantage.