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Creating things other humans who use ChatGPT prompts can’t (or won’t) create is the only path forward. In my experience, the three biggest advantages human creators have over AIs (for now) are: Emotion – ChatGPT can’t be vulnerable. It isn’t scared. It feels no empathy, nor can it convey true regret. It isn’t humble or prideful, distraught or loving. When you prompt it to communicate using these emotions (e.g. “Say that again, but more empathetically?”), the results feel inauthentic. Spicy autocomplete almost never elicits the emotional weight that good, human writers can. Novelty – If an idea, a bit of data, a data source, an amalgamation of information, or an event didn’t exist before 2021, ChatGPT isn’t going to produce content about it. Technically, it can create new works, but these will always be derivative. If you ask ChatGPT what to write about to please an audience of X, it can only tell you what they might have cared about in the past. Creative Insight – After reading the output of a LLM AI, you will almost never hear someone exclaim “Oh my god… that’s a great point!” or “Whoa… I’ve never thought of it that way.” Nor will you see the AIs get artistic or inspirationally motive with their replies. “Oooo… I just thought of a great way to visualize that,” or “I bet we could make a really cool video game based on that premise,” aren’t responses the machines can compete with (yet).

Some of the best-performing content types include: Comparison content (“Best DSLR cameras under $1,000”). Niche buying guides (“Ultimate guide to ergonomic keyboards”). Interactive tools (e.g., ROI calculators, pricing estimators). Video-first content, which improves engagement and differentiation.