When products and content can be copied instantly, the one thing that cannot be replicated is a brand. It becomes the real moat.
AI commoditises products
Features and content are increasingly easy to reproduce. Competitive advantages built on them erode fast.
A brand cannot be copied
Trust, meaning and recognition accumulate over time and cannot be generated. They form a durable barrier.
Investing in the moat
In an AI world, investment shifts from making more to meaning more. The brand becomes the most defensible asset a company owns.