AI expands content production but increases the value of narrative. Godin’s principle applies: story, not output, determines influence.

Ogilvy warned against boredom. In an AI-saturated environment, sameness becomes the dominant risk. Luntz emphasises emotional clarity over technical precision. AI amplifies precision; humans must supply meaning.

Trevor Morris highlights coherence as the foundation of legitimacy. AI disrupts coherence by multiplying sources of messaging. Narrative now functions as infrastructure, not ornament.

AI produces information at scale. Humans still define meaning. Interpretation, not generation, becomes the core political skill. Authenticity becomes strategic necessity because synthetic content erodes trust.

The winners in this environment will not produce the most content, but the most coherent story across fragmentation. AI does not replace narrative. It raises its stakes.