AI in 2023: The Application Layer Has Arrived - From Boring to Bingeable: Building Curated Content Experiences

AI in 2023: The Application Layer Has Arrived - From Boring to Bingeable: Building Curated Content Experiences

Artificial Intelligence (AI) has made significant advances in recent years, and its application layer has finally arrived. This development has led to the emergence of various use cases, which can be broadly grouped into two categories: creativity and productivity. In the realm of creativity, AI has become a powerful tool, with Copilot now generating up to 40% of code in projects where it is installed, a figure that is expected to rise to 80% within the next five years. However, it is still too early to determine what the killer apps of AI will be.

One of the challenges that companies face in this AI-driven landscape is how to build competitive moats. True tech differentiation is a rarity, and companies must find ways to stay ahead of the competition. This can be achieved through network effects or iterative loops of user engagement and product refinement. Interestingly, it is predicted that many of the most successful AI startups will be Software-as-a-Service (SaaS) companies. However, in order to succeed in the crowded enterprise SaaS market, AI SaaS companies will need to offer best-in-class products that cut through the noise.

While there are concerns about the capabilities of large language models, experts argue that we need to find ways to adjust to these tools rather than banning them. As AI becomes more prevalent, it is crucial for today's children to understand how to navigate this AI-driven world. AI may be better at visual imagination than 99% of humans, but that doesn't mean humans will stop imagining. Just as cars are faster than humans, we still continue to walk. AI is an engine for the imagination and should be seen as a positive and humanistic development.

Moving on to the world of content creation and curation, it is evident that the traditional playbook has become flawed. As companies rely on their owned channels to distribute content, they face diminishing returns and an increasingly unengaged audience. This leads to a hamster wheel of producing average content, as the pressure to create more content mounts. However, the audience has changed, and gated content that was once popular no longer resonates. In fact, curation has become more valuable than creation.

To build a bingeable content experience, it is crucial to strike the right balance between content creation and curation. Meeting the audience where they are is key. Creating brand rabbit holes with related content and recycling or sharing content that validates the message can help in creating engaging experiences. It is essential to focus on removing friction from the content consumption process rather than adding to it. B2B content is often criticized for its disconnect between the quality of the deliverable and the landing page. By curating content that aligns with the audience's preferences and interests, companies can create a more compelling and binge-worthy content experience.

In conclusion, the application layer of AI has ushered in a new era of possibilities and challenges. Companies must find ways to build competitive moats in this AI-driven landscape, with SaaS business models and network effects playing a crucial role. Additionally, it is important to embrace AI as a tool for creativity and productivity, while also considering the impact on future generations. In the realm of content, the focus should shift towards curation, creating personalized and engaging experiences that resonate with the audience. By finding the right balance between content creation and curation, companies can transform their strategies from boring to bingeable.

Actionable advice:

1. Embrace AI as a tool for creativity and productivity, understanding its potential to amplify human capabilities rather than replace them.
2. Build competitive moats through network effects and iterative loops of user engagement and product refinement.
3. Focus on curating content that aligns with the audience's preferences and interests, creating a binge-worthy content experience that removes friction from the consumption process.