The AI Problem: More Noise, Less Substance
Google now prioritizes content demonstrating Experience, Expertise, and Authenticity in their rankings. AI pulls from what already exists. It lacks original thought, human intuition, and critical insights, making original content a game-changer for brands looking to stand out. Originality has always come from finding our unique lens and seeing the world through that.
AI as a Tool, Not a Crutch
“The pen is mightier than the sword”—but only if the hand behind it knows what to write.
The smartest brands in 2025 aren’t rejecting AI—they’re using it strategically. Tools like ChatGPT are excellent for summarization and data analysis. But the real power lies in combining these tools with human creativity.
Use AI to save time on repetitive tasks, but rely on your expertise to add depth, personality, and emotional connection. You feel me?
Why Originality Wins: The Future of Content in 2025
“Two roads diverged in a wood, and I—
I took the one less traveled by,
And that has made all the difference.” – Robert Frost
Original content is no longer just about being creative—it’s about being better. Platforms like Google now prioritize content rooted in personal expertise, authentic storytelling, and unique perspectives. On social platforms, posts with authentic voices and real engagement consistently outperform AI-driven content.