AI is not killing content. It is killing plausible vagueness.
In a saturated market, generic positioning dies first — because nobody has time to decode who you are or why you matter.
One thing I learned moving across industries and countries is that smart people often overestimate how much interpretation the market is willing to do for them. They assume that if they are broadly impressive, the audience will assemble the right picture. Most audiences do the opposite. They skip.
That is why generic content and generic positioning feel weaker right now. Not because people suddenly got less thoughtful, but because every feed is crowded with competent-looking language that costs nothing to generate. The only thing that still travels is a point of view with mechanism, context, and scar tissue in it.
Clarity used to be polish. Now it is a filter for whether anyone keeps reading.
If your positioning needs a second pass to become legible, the scroll has already made the decision.