Why does 'Personal Media' become important in the AI era?

I am Kazumi Koda.
I verify sustainable customer acquisition mechanisms that combine AI and marketing on a daily basis. In this note, I focus on 'web marketing concepts' that you may have heard of, but remain vague about how to actually use. Based on my practical experience in the field and the results of my own trials, I have summarized them in as down-to-earth language as possible.

The other day, at a business networking event for web marketers, one of the members shared this with me.

"Lately, I feel like I can distinguish more clearly than before between text written by AI and text that only a specific person can write."

I just nodded at the time, but on the way home, I suddenly remembered some work I had done a while ago. It was when I had AI create a draft for a client's landing page and I was editing it myself. The structure of the text itself was better organized by AI, and perhaps the AI version was easier to read. But when I reread it, something felt missing.

Text left to AI is a collection of 'correctness.' On the other hand, text written in one's own words might be a collection of 'how I felt at that time' rather than correctness. It's not a matter of which is better; it's just that there is a type of information that AI cannot include from the start.

In an era where information is becoming a commodity,
what holds value?

By using AI, anyone can now quickly create text that is close to a plausible correct answer. While this is convenient, general how-to articles and summary articles are rapidly becoming commoditized—that is, homogenized—and are heading toward a decline in value.

Instead, I feel that primary information that AI cannot produce is increasing in value. Things actually experienced in the field, trial and error that didn't go well, and frank emotions at the time. These things cannot be found by searching or asking AI.

This might be a phenomenon close to the 'halo effect' in marketing psychology. Even with the same information, the way it is received changes when it is conveyed by someone you trust. In an era where you can find answers immediately by searching, perhaps readers have started choosing information based on 'who is saying it' rather than 'what is being said.'

I believe personal media is one of the few places where you can thoroughly convey that 'who' part.

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The choice
not to leave it to a platform

While X (formerly Twitter) and YouTube have strong customer acquisition power, whether or not your content is displayed depends on the platform's algorithm. There is always a risk that the number of impressions will suddenly drop one day, or in the worst case, your account will become unusable.

I once heard a story about an acquaintance whose SNS account, which they had operated for many years, suddenly stopped growing due to a change in terms of service, forcing them to rethink their customer acquisition strategy. No matter how much effort you put into someone else's arena, if the rules change, you have to start over from scratch. Thinking about it that way, having a place you can manage yourself, like a blog with a custom domain or a newsletter, is actually a very important precaution, even if it seems modest.

Keeping a list of readers you can connect with directly in your own hands. I believe this is a part that will not waver no matter how much AI evolves.

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By continuing to write,
it becomes a solid asset

SNS is a flow-type medium where information is consumed as it flows one after another, but personal media is a stock-type medium where what you write accumulates.

When past articles, achievements, and ideas you have repeatedly talked about are gathered in one place, that in itself becomes a form of proof. It seems that sometimes people who read it for the first time go back through past articles and feel, 'This person has always valued the same things.'

Furthermore, it has become realistic to use your past writings to train an AI in the future, creating an assistant that acts as your digital twin. The foundation for that will be the original articles you have accumulated in your personal media until now. Thinking that every piece I write today is contributing to building future assets has slightly changed how I approach writing.

To be honest, continuing to write every day is not an easy task. Even so, I feel that what I have accumulated is steadily building up. Even if flashy results don't appear immediately, the fact that a substantial amount of writing remains after six months or a year feels like a source of peace of mind in itself.

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Honestly, there is little chance of winning if you compete with AI on the speed or comprehensiveness of information. While using AI as a reliable partner for gathering information and drafting, it might be the perfect balance to cultivate your personal media as a place to accumulate your own experiences, stories of failure, and warm interactions with readers.

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Thank you for reading until the end. I hope this note serves as a hint for delivering the thoughts you want to convey. If you'd like, I would be happy if you could 'Like, Comment, or Follow'! I will also reach out to connect with you.