When AI can produce anything, the only thing that matters is what you do with it.
The Direction of Travel
AI doesn’t hallucinate the way it did two years ago. It won’t hallucinate the way it does today in two years from now. We are moving, faster than many people realize, toward a world where the knowledge once jealously guarded inside expensive professional brains is freely, instantly, and reliably available to anyone who asks the right question.
Beyond all the talk of tools, automation, and disruption, the trajectory we are on suggests something even more profound: a fundamental shift in our relationship with knowledge, and with the things we create from it. It begs some really tough questions about the future value of professional advice, research, strategy or design, all of which seem to be on an inevitable course to commodification.
What will we be left with? And should we be scared?
