Demand Decoded
Ben Ard, founder of Masset, built a unified content library solution because, let's be honest, Google Drive is where content goes to die.
The Problem We're All Facing
Ben dropped a stat that by the end of next year, there's going to be a 260X increase in published content on the internet.
Let that sink in for a second. 260X more content flooding the web.
Your first thought is probably the same as mine: "How do I make my content stand out in that tsunami?"
The Human Element Isn't Going Anywhere
Here's what Ben taught me that honestly changed how I think about AI and content creation:
AI doesn't have a point of view. It regurgitates other people's perspectives, but it doesn't care about what you care about the same way you do.
So here's the rule: If you can't clearly identify the author's point of view in a piece of content, what they're trying to convince you of, you're off mark.
Ben's approach is brilliant: A human has to be involved in one of two ways:
You're the source that AI writes from (like this transcript becoming content)
You're the editor who adds the point of view after AI creates the first draft
The "If It Sounds Like AI, I Skip It" Test
"If I look at a piece of content and it feels like AI wrote it, I skip it like an ad." - Ben
That's the reality we're dealing with. People can sense inauthentic content from a mile away. Even if it's technically good information, if it feels like AI wrote it, nobody's reading it.
The solution? Start with human conversations. Like this podcast. Ben and I had a real conversation with real perspectives, and now I'm turning it into content that actually sounds like me talking to you.
The Next Level: Content as Experience
Ben talked about someone who's turning their content into interactive experiences using vibe coding tools.
Instead of just writing about SEO, they embed an actual widget where you can paste your URL and get real-time optimization suggestions. Instead of explaining cost calculations, they build interactive calculators right into the content.
Ben even mentioned embedding games into content pieces. Not random games, but ones tailored to the specific topic.
Why does this matter? Because when someone asks ChatGPT a question, it can give them an answer. But it can't give them an interactive experience. That only happens on your website.
The Tools Actually Worth Using
Ben's actually using these tools daily (not just talking about them):
Riverside for recording and editing (we're using it right now)
ChatGPT Plus for writing and strategy
Veo 3 for video creation (he says it crushes Sora right now)
Mid-Journey for images (though ChatGPT is catching up)
What This Means for Marketers
If you're afraid AI is going to replace you, Ben's advice is simple: Your job isn't in jeopardy, it's just going to look completely different.
But if you run away from AI, that's when you'll have trouble finding work.
The new role? You'll interview people, develop unique points of view, create strategic vision, and train AI. You'll need the trained eye to know what good output looks like.
It's like having a really powerful assistant who can write really fast, but you're still the one with the vision and the standards.
The Bottom Line
We're not trying to compete with the 260X flood of generic content. We're creating experiences that feel human, have clear perspectives, and give people something they can't get from a chatbot.
The question isn't whether to use AI or not. It's how to use it while keeping the human element that makes content worth reading.
