Why AI Will Improve Content Quality, Not Degrade It // BRXND Dispatch Vol. 77

AI won’t degrade our information ecosystem; it will elevate it by fundamentally realigning the incentives that shape content creation. I strongly suspect the winners in this new landscape won’t be those who can produce the most content but those who can produce the best.

The Rational Model Advantage

This shift runs deeper than content accessibility, though. I believe AI models will function as fundamentally different consumers than humans. People famously make emotional decisions, ignoring rational economic models in favor of satisficing and heuristics. Models, however, detect patterns in quality information.

This

The Paywall Opportunity

Consumer growth of these platforms isn’t the only market force at play. As AI adoption grows, publishers are moving to harder and harder paywalls, pushing for direct deals with the model providers to access their content. This has and will create a content vacuum—something anyone who has used ChatGPT Deep Research has certa

These models aren’t dumb. You can argue where they fall on the intelligence spectrum, but I don’t think it’s unreasonable to say they have, at minimum, an average IQ. Moreover, they’re only getting better. If brands want to influence what AI tells consumers, they will need to create content that models recognize as authoritative and valuable.