AI is making it cheaper than ever to create content- but is clarity now the rarest commodity online?

Not long ago, content itself was the differentiator.

If you could afford to write more blogs, publish more case studies, or refresh your website more often than competitors, you had the upper hand.

AI flipped that equation.

Today, volume is nearly free.

A founder with a laptop can churn out more polished words in a week than a Fortune 500 content team once did in a quarter.

But here’s the paradox I keep coming back to: when creation becomes infinite, attention shifts to scarcity.

And the scarcest thing on the internet right now isn’t content - it’s clarity.

Think of the buyer’s perspective:

• By the time they land on your site, they’ve likely scrolled through half a dozen others.

• Most promise transformation, innovation, or “AI-powered change.”

• But after the fourth or fifth repetition, it all blurs.

What cuts through isn’t the cleverest phrase.

It’s a rare moment when a site actually makes sense.

When a buyer sees their problem described clearly and their outcome mapped out simply.

Which makes me wonder:

• Are we entering a phase where clarity itself becomes the ultimate moat?

• Or will AI’s very ubiquity make buyers cynical - distrusting any messaging they read online, no matter how clear?

Either way, it feels like the next competitive advantage isn’t who publishes the most…

…it’s who can say the least, but make it land the loudest.

Curious - do you think clarity can survive the noise, or will trust itself be the next frontier?