Elaine Moore’s piece about Wikipedia’s quiet resilience in the era of generative artificial intelligence captures a profound shift in how we perceive value (“Where does Wikipedia go in the age of AI?”, Opinion, October 24). As AI systems scrape and repurpose vast amounts of human knowledge, the line between original and derivative work is blurring — and that makes authentic, human-created content more valuable than ever.
I have worked in communications and content creation for tech start-ups for the past decade, and I see more and more companies creating tools to automate these processes.
The internet is increasingly flooded with what Moore aptly calls “AI slop” — text that feels polished yet soulless, factually correct yet emotionally vacant. In this environment, real human perspective, judgment and tone become rare assets. It’s no longer about the ability to produce more content, but to express ideas with credibility and character.
The future of brand communication lies not in automation, but in thoughtful interpretation — in creating narratives that reflect real life stories, human intent, emotion and ethical judgment.
In the coming years, audiences will increasingly pay — with their time, trust and attention — for content that feels real. That means transparent founder communications, instead of AI-generated press releases, or storytelling rooted in lived experience. AI can assist — for example in polishing texts, especially for non-native speakers, or using speech-to-text tools to save time — but it definitely can’t replace the intuition and empathy behind human expression.
As AI becomes the baseline, human creativity becomes the differentiator. The premium will belong to those who still dare to be controversial — to think, write and connect — not faster but deeper.
In an automated world, authenticity is the ultimate luxury.
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