One question now outweighs your entire content calendar: why does your company still exist once the AI models are ten times better and ten times cheaper? You get one sentence. No deck, no roadmap, no “we’re AI-native.” Most cannot. Saying yours out loud, with your name on it, is the cheapest advantage on the market.
1.The fastball keeps getting faster. Stanford’s AI Index clocked GPT-3.5-level inference falling from $20 per million tokens in November 2022 to $0.07 by October 2024 – 280x in 18 months. a16z calls it LLMflation: roughly 10x cheaper per year at equal quality. Moore’s Law doubled transistors every 24 months – a leisurely 1.4x a year. AI is lapping it.
2.Learn the other laws too. Wright’s Law: cost falls a fixed percentage each time production doubles – volume sets the price, not the calendar. Jevons Paradox: cheaper means more, not less. Amara’s Law: we overrate two years and underrate ten. And METR finds the length of tasks AI finishes unsupervised has doubled every 7 months for six years – nearer every 4 lately.
3.If your sentence starts with “we use AI to,” you don’t have a sentence. You have a feature, and features get absorbed like a September call-up. MIT’s 2025 review found roughly 95% of enterprise GenAI pilots produced no measurable P&L impact – not because the models were weak, but because the pilots were features in a trench coat.
4.Answer in public. It’s a moat and a magnet. Post what gets commoditized, what doesn’t, and why you’re still standing. Every competitor who dodges looks evasive by comparison. First and specific beats right and late.
5.As a company: own what nobody can download. Proprietary data, distribution, liability, the last mile, the relationship. A model will out-write you; it won’t sign your customer’s contract or take the blame at 2 a.m. Batting .300 puts you in Cooperstown – that’s failing 70% of the time.
6.As a website: be the source, not the summary. Summaries are free now. Ship original numbers, first-party data, named authors. If your page can be reassembled from three others, it will be – and nobody visits yours.
7.As a marketer: buy citations, not volume. The win isn’t a click – it’s being the name the model says. Move budget into primary research and a view worth quoting. Cheap content just became free content, and free content is worth precisely that.
THE PLAN (in batting order)
Write the sentence this week and publish it. Audit every product line against it – whatever breaks when the model gets 10x better, kill it or wrap it in something human. Shift 20% of content spend to original data. Measure citations, not clicks. Re-run it in 90 days; the pitch will be faster. Swing.