In the new world, the advantage no longer belongs to those who work the hardest. It belongs to those who understand where the world is going first, and agree to change before the world forces them to. • Itamar Sholem, business consultant, explains why ”content" is no longer king
They used to say that ”content is king.” Today, more and more professionals are asking a different question: Will there even be a need for kings?
The truth is unpleasant to hear. A content writer who sits in front of a screen for hours and writes everything by hand is gradually becoming a rare breed. Not because he is less talented, but because the world has progressed.
Even the greatest content creators, renowned experts, consultants, lecturers, and opinion leaders are all using artificial intelligence today. And those who don't are left behind at a pace that is very difficult to catch up with.
But that's not the interesting question at all.
The real question is what will happen in ten or twenty years, when an entire generation grows up into a reality where AI is not a tool, but the default.
If anyone could produce articles, books, posts, guides, and videos at the click of a button, what would be the value of content writing?
We are used to thinking that knowledge is power. But what happens when knowledge becomes an infinite, available, and free product?
The end of the era of authoritarianism?
Until now, people have read content because of who wrote it. The name of an expert was enough to stop us and make us keep reading. But today, it is already possible to train an AI model on all of a particular person's knowledge. On all of their books. On all of their lectures. On all of their videos. On all of their posts. On all of their sales calls. On all of their beliefs, way of thinking, writing style, and methodology.
The model is able to write almost exactly like him.
So what will happen in a few years, when we all know that most of the content we read wasn't even written by the person themselves?
Even if it was written using that authority's private AI, would it still affect us in the same way?
Probably not.
The meaning of content alone will erode. The value will move elsewhere.
In the future, people will be less impressed by articles. Less moved by posts. And less likely to believe words.
They will look for evidence. Community. Action. Real experience. Execution. Personal brand. Influence. Relationships. Things that are much harder to copy.
Even those who research the field can't keep up with the pace.
I've been in this field for years. Studying. Researching. Reading. Trying to understand where the world is going. Using new tools almost every day.
And yet, I fail to grasp the magnitude of the revolution. Not because it is unclear. But because it is advancing faster than the human mind is used to processing.
We no longer ask whether there is a revolution. We ask whether we are leading it, or being run over by it.
History has already proven who wins.
There was a generation that didn't want to use the Internet. Part of it disappeared. Another part was forced to catch up at a heavy price.
On the other hand, those who got in early built businesses, brands, and enormous fortunes.
Today we are at exactly the same point. Only this time the pace of change is much faster.
A lot of people look at AI and think it's complicated. But the truth is almost the opposite.
Give a child a new toy. No instructions. No explanations. Within minutes he begins to understand how it works.
This is exactly how you should approach AI. Play. Try. Make mistakes. Discover. Experience is the greatest teacher.
And the surprising news? The world's greatest AI teachers have only a few years of experience. Three years. Sometimes even less. In historical terms, that's nothing.
This means that the gap between beginner and expert can still be closed in a relatively short time.
This is perhaps one of the greatest opportunities that has opened up in our generation.
The only question left
In a few years, everyone will probably have the same AI tools. Everyone will have access to the same knowledge. Everyone will have the ability to produce near-perfect content.
The one who stands out will not be the one who knows how to write.
But someone who knows how to think. Someone who knows how to lead. Someone who knows how to build trust. And someone who will act before everyone else.
Because in the new world, the advantage no longer belongs to those who work the hardest.
It belongs to those who first understand where the world is going, and agree to change before the world forces them to.
