AI Commoditizes Information -- Creators Must Focus on Human Connection

The commoditization of information forces a reckoning for creators, shifting value from data delivery to human connection and original reporting. This conversation reveals the hidden consequences of AI's rapid advancement: what was once a moat for journalists and creators--aggregation and analysis--is now being eroded, leaving only the difficult, time-consuming work of original reporting as a truly defensible asset. Anyone relying on simply repackaging existing information faces an existential threat. This discussion is essential for journalists, newsletter writers, and anyone in the creator economy who needs to understand how to build lasting value in an AI-saturated world, offering them a strategic advantage by focusing on the most resilient forms of content creation.

The AI Tide: Reshaping Value in the Creator Economy

The landscape for journalists and content creators is undergoing a seismic shift, driven by the accelerating capabilities of artificial intelligence. As AI tools become more adept at aggregating and analyzing information, the very definition of valuable content is being redefined. This isn't just about automation; it's about a fundamental re-evaluation of where human creators can and should focus their efforts to remain relevant and valuable. The core challenge, as explored in this conversation, is that AI is rapidly commoditizing what were once considered the primary outputs of many creators: curated information and insightful analysis.

Casey Newton's recent piece, discussed here, highlights this critical juncture. His argument posits that AI can now effectively handle the tasks of aggregation--gathering and presenting existing information--and increasingly, analysis--synthesizing that information. This leaves original reporting as the last truly defensible moat for creators. Original reporting, by its nature, requires human investigation, source cultivation, and the unearthing of information that does not yet exist in a readily accessible database. It is the act of going where the data is not, of asking the questions that haven't been asked, and of synthesizing insights from novel experiences.

"The jobs that will be the safest will be those that require human connection and interaction... journalism and this idea of ai is not going to have conversations and unearth secrets and figure out a way to bring this information to light that is going to be a human led thing."

This perspective suggests a strategic pivot is necessary. Creators who continue to rely on simply repackaging news or offering standard analysis risk becoming obsolete. The immediate implication is that the value proposition must shift. Instead of being a conduit for information, the creator must become the source of unique, human-driven insights. This requires a significant investment in time and effort, a commitment to deep dives and investigative work that AI, in its current form, cannot replicate. The consequence of not adapting is a gradual erosion of audience and revenue as AI-powered tools offer a cheaper, faster alternative for basic information dissemination.

The Affinity Advantage: Beyond the News Peg

While original reporting is presented as the ultimate moat, the conversation also introduces a crucial counterpoint: the enduring value of affinity and the creator-audience relationship. This is particularly relevant in the newsletter economy, where many creators have built their businesses on personal connection. Even if AI can replicate analysis, it cannot replicate the parasocial relationship many readers develop with their favorite writers. The regularity of a newsletter, the distinct voice, the personal anecdotes, and the shared cultural references all contribute to a bond that AI struggles to emulate.

This raises a complex question for creators like Casey Newton: how to balance the need for deep, original reporting with the audience's desire for consistent engagement and personal connection? The risk of infrequent, high-value reporting is that the audience's attention may wander, or the established relationship may weaken. Conversely, prioritizing consistent output, even if it leans more towards aggregation or lighter analysis, can dilute the perceived value of the original reporting when it does arrive.

"The value that maybe casey is not noting here and it's a value that he has that he brings to his audience is a lot of the creator economy for lack of a better word is based around affinity for the individual and wanting to feel like you have a relationship."

The implication here is that a hybrid approach may be necessary. Creators might need to strategically deploy their original reporting efforts while maintaining a consistent presence through lighter, more personality-driven content. This "front-of-book" style content, as described, can serve as a brand marketing channel and reinforce the creator-audience relationship, even if it doesn't represent the core investigative work. The challenge lies in finding the right cadence--a rhythm that satisfies the audience's need for regular engagement without compromising the integrity and depth of the original reporting that AI cannot touch. This dynamic creates a competitive advantage for those who can master both the art of deep investigation and the craft of building genuine audience connection.

The Platform Paradox: Ownership and Network Effects

The discussion around Substack highlights another critical systemic consequence: the tension between platform dependence and creator autonomy. As platforms like Substack grow, they inevitably evolve, sometimes in ways that conflict with the long-term interests of their most successful creators. The debate over network effects versus direct audience ownership is central here. While platforms can offer initial visibility and a built-in audience, creators who achieve significant scale may find themselves constrained by platform policies, revenue-sharing models, and a lack of true ownership over their subscriber base.

The departure of The Ankler from Substack to Passport, a new platform backed by Ben Thompson, exemplifies this. The Ankler's founders cited concerns about Substack's business model, its emphasis on social networking features over core publishing tools, and the fact that creators do not truly "own" their audience on the platform. This echoes concerns raised by other observers, who note that Substack's model might be more beneficial for emerging creators seeking initial traction than for established publications looking to build a sustainable, independent business.

"You don't own your audience this is the argument tank makes and obviously you know substack has pushed back on it but you don't own your audience the actual product suite on substack is subpar compared to other platforms."

The consequence of this platform paradox is that creators must constantly evaluate whether their chosen platform aligns with their growth ambitions. Relying on a platform where audience ownership is not guaranteed, and where the platform's own strategic shifts could impact revenue, introduces significant long-term risk. This is compounded by the fact that competing platforms are emerging, offering different value propositions, such as more robust tools or clearer ownership models. The decision to migrate, as The Ankler has done, is a strategic move to reclaim control over their business and revenue streams, a move that requires significant foresight and a willingness to navigate the complexities of platform economics. This strategic decision-making, prioritizing long-term control over short-term convenience, is where a durable competitive advantage can be built.

Actionable Takeaways for Navigating the AI Era

• Prioritize Original Reporting: Invest time and resources into investigative journalism and unique content creation that AI cannot replicate. This is your most defensible moat.
  • Immediate Action: Dedicate a specific portion of your content calendar solely to original reporting projects.
• Cultivate Audience Affinity: Beyond news pegs, focus on building a personal connection with your audience through consistent, personality-driven content.
  • Ongoing Investment: Experiment with "front-of-book" style content--personal reflections, curated links with commentary--to maintain engagement.
• Evaluate Platform Dependencies: Continuously assess whether your current platform aligns with your long-term business goals, especially regarding audience ownership and revenue control.
  • Over the next quarter: Research alternative platforms and their respective ownership structures and tools.
• Embrace Difficult Work for Delayed Payoffs: Recognize that the most valuable content often requires significant effort and patience, yielding results over longer time horizons.
  • This pays off in 12-18 months: Commit to a deep investigative project that may not yield immediate returns but builds significant long-term value and authority.
• Diversify Revenue Streams: Do not rely solely on subscription revenue. Explore advertising, brand partnerships, and other monetization strategies that complement your core content.
  • Immediate Action: Identify one new potential revenue stream beyond subscriptions to explore.
• Understand Systemic Dynamics: Map how your content creation decisions impact your audience, competitors, and the broader media ecosystem.
  • Ongoing Investment: Regularly analyze how AI advancements might affect your niche and adjust your strategy accordingly.
• Maintain Regular Cadence (Strategically): While original reporting is key, avoid prolonged absences that can weaken audience connection. Find a sustainable rhythm.
  • This pays off in 6-12 months: Develop a content schedule that balances deep work with consistent, engaging updates.