The User Is the Content
Every few weeks a marketing leader asks me some version of the same question: should we "do Reddit" to start showing up in AI search? I understand the anxiety, but it's aimed at the wrong thing.
So the useful question isn't which engine wins (the SEO vs. AEO debate), but what kind of content survives.
Expertise is a commodity; experience is scarce.
The future of content is "experience," and experience is not the same as "expertise." Expertise is "I know this." Experience is "I did this": I used the product. I ran the campaign. I stayed at this place and loved it.
A model can produce expertise on any topic. By May 2025, more than half the articles published on the web (52%) were already AI-generated.
But experience doesn’t scale that way. It is human by definition.
Two changes landed in late 2022, about two weeks apart. ChatGPT came out...
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