AI can write the words. It can't give you a point of view

The model will fill the page in seconds. You still have to mean something. Those are two different jobs, and only one of them has been automated.

Writing was always two tasks pretending to be one. There is the production of words, the sentences, the structure, the grammar. And there is the having of something to say, a view, a take, a reason this is worth reading rather than the hundred other things on the same subject. AI has comprehensively solved the first. It has not touched the second, and it cannot, because a point of view comes from experience, conviction, and a willingness to be wrong in public. The model has none of those. It has read everything and believes nothing.

Here is the trap that has opened up. Because producing words is now free and instant, people assume the whole job is done. They ask the tool for a post about their industry, it returns something fluent and reasonable, and they publish it. The result is everywhere now. Content that is perfectly written and says absolutely nothing. It has the shape of an opinion without the substance of one. Readers feel it instantly, even if they cannot name it. They scroll past, because there is nothing there to hold.

I see business owners fall into this with their own marketing. They used to write a bit awkwardly, but they wrote things they actually believed, sometimes spiky, sometimes a touch off, but theirs. Then they get an AI tool and the rough edges vanish, and so does the reason anyone cared. The new posts are smoother and emptier. The owner has traded a real voice for a polished average, and polished average is invisible.

The sharper way to think about it is that the words were never the valuable part. Anyone can have the words now. What is scarce, and getting more scarce, is a genuine point of view. A clear take on what works and what does not. A strong opinion about how your trade should be done. A specific belief you will defend. That is the thing a customer actually buys into, and it is the one thing the model cannot generate, because it would have to live your working life to earn it.

So the job has not got easier. It has shifted. The hard part used to be writing. Now the hard part is thinking, and the writing is the easy bit you can get help with. That is actually good news for anyone with something to say, because the people who only ever had nice words and no view are about to be drowned out by an ocean of nice words. The people with a real take will stand out more, not less.

This is the right way to use the tool, by the way. Bring the point of view yourself. Have the take, the example, the strong opinion. Then let the model help you say it clearly and quickly. Direction from you, drafting from it, judgement from you. The voice stays yours because the meaning was yours all along. The model just typed faster.

The practical takeaway. Before you ask AI to write anything for your business, answer one question yourself, in your own words. What do I actually think about this, and what would I say that a competitor would not. If you have a real answer, the tool will help you express it brilliantly. If you do not, no tool can hide the gap, and a fluent piece that means nothing is worse than silence, because silence at least does not bore your customer.