I've been thinking a lot about
@OpenAI's acquisition of
@tbpn -- and what creators / startup media can learn from it...
It's interesting that OpenAI did the acquisition. They're best placed to know that media will be nuked by AI slop. If you think your X feed is bad right now -- wait until 2027. People are already working on strong 'proof of human' checks on media (check out C2PA). I fully expect web browsers will include a toggle to filter out AI-created content from your web xp in the next 12mo.
So who will the media winners be in the age of AI slop? I think there are four principles we can learn from TBPN: (1) cult of personality, (2) proof of work, (3) a nod to old media, and (4) cool branding
(1) Cult of Personality
Look at the top podcasts right now... most of us listen because we like the hosts (i.e., parasocial relationships).
@johncoogan and
@jordihays are exceptionally likable with v strong chemistry. When's the last time you had those feelings towards AI-generated content? Never
(2) Proof of Work
John and Jordi turned up every day for 13mo and delivered. That is really really hard. It way surpasses what we're used to (two guys in hoodies on a Zoom call). They focused on 'delighting' their users. You can feel the love that went into each episode (treating media like product vs hitting export to .mp4 on Zoom).
Proof of real 'human work' being done is the antithesis of AI slop.
(3) A nod to 'Old Media'
@a16z's New Media thesis (tl;dr founders skip press, and go straight to your customers) is generally right, but new media players have perverse incentives too. There are lots of founders doing press releases (just with a bit more personality), VCs promoting their portcos / fishing for deal flow etc.
TBPN avoided that -- they borrowed old media's editorial independence (i.e., no you can't only shill your new book / product), without 'gotcha' culture or a sense that the hosts are outsiders commenting about something they've never done. AND then they had new media's direct distribution and pro-tech optimism (without becoming a shill vehicle). That's quite hard to pull off.
(4) Brand / taste
Probably my least developed thought here.. but people just seem tired of blandness. That's one of the problems with AI-generated content. It all reverts to the mean. Having a strong brand identity is exactly the opposite of AI slop.
TBPN's brand identity (a broadcast news set with sponsor logos everywhere) was so specific that an LLM (or 'design by committee') could never independently create it.
... and finally what this means for health / life sci media...
The same AI-slop pressures are coming for us but we're just less mature. Is there any media in our space which is as good as TBPN, 20VC, etc.? I don't think so (and that includes what I do!).
I'd bet that a media brand will be acquired by a major healthtech/life-sci company for the same reasons OpenAI bought TBPN soon ... our media is just v behind at the moment