AI may not take away work. But it might take away your excuse for being generic.

As AI takes over increasing chunks of knowledge work, what cannot be taken over becomes more valuable. These attributes become the defining feature of premium work.

AI doesn’t make human work irrelevant. It just reshuffles where the value sits .

What the sommeliers figured out, before the rest of us eventually do, is that value is not in giving people more information. It’s in giving them confidence in a moment of uncertainty, making them feel like connoisseurs even if this is the first sip they’ve ever had.