Nicolas Cole: In the age of AI, commodity content is worthless — only personalized content is yours

yangyi · x · 2026-09-08

A long essay by Nicolas Cole (translated to Chinese) on writing's value in the AI era. His thesis: language is an open-source operating system and nobody owns words; most phrases are Commodity Content worth almost nothing — a world-class expert and a 22-year-old on Instagram can both say "marketing is about knowing your customer."

The contrast is personalized content — the writer's unique dataset that AI cannot commoditize. Writers should focus their effort there.

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