In shortNow that AI produces text in unlimited quantity, interchangeable content loses value. Mid-sized companies will differentiate through a clear position and a story tied to their people and decisions.
What has changed
An analysis by SEO agency Graphite found that in November 2024, 50.3 percent of newly published web articles were primarily generated by AI for the first time. Merriam-Webster chose "slop" as its 2025 word of the year, a term for low-quality content that has spread partly through generative AI.
What still wins
According to the same Graphite analysis, 86 percent of the top-ranking pages in Google Search are still written by humans. Visibility comes from substance, not volume.
What this means for leadership teams
- Define a position that only your company can credibly hold.
- Tie the story to real decisions and people, not to advertising language.
- Translate the same story for customers, investors and employees.
About ProjectlancerProjectlancer is a Berlin-based consultancy that develops positioning and storytelling for the German Mittelstand, family businesses and PE/VC portfolios, and executes it through a specialist network. Learn more