AI levelled the playing field for marketers.
Which means the answer to differentiation hasn't changed, it's just become more obvious.
It's always been a mix of two things:
Information
Inspiration
The mistake is thinking either works on its own.
(If you’ve ever been to one of my in-person presentations you’ll know how much I love to bang on about information vs inspiration and why you need both to survive.)
Information Still Matters - But Only When It's Earned
Information-heavy content still has a role. A big one.
But it only works when someone already trusts you, or they're actively searching for a complex answer.
Historically, that meant "Google it."
Now it means "Ask ChatGPT."
Which is why generic informational content is functionally kaput.
If your article explains something broadly, repackages existing knowledge, or summarises best practice - AI will do it faster, cheaper, and probably clearer.
So yes, you should invest in GEO (Generative Engine Optimisation), niche specificity, and complex long-form answers. But only after someone is already in your orbit.
Information doesn't pull people in anymore. It validates decisions already in motion.
The Only Information That Still Wins Is the Kind AI Can't Produce
This is the critical shift.