The Future of Writing Is Perspective

If your work reads like IKEA furniture, it’s time to rethink how you write.

In five years, there will be two types of content creators left.

The first group will be competing with AI on AI's terms - churning out optimized, efficient, forgettable content that nobody remembers reading. They'll be trapped in an endless race to produce more, faster, cheaper. Their work will blend into the gray mass of competent-but-bland content flooding every platform.

The second group will be creating something AI fundamentally cannot replicate, no matter how advanced it gets. They'll own their corner of the internet not through volume or speed, but through something deeper that makes people stop scrolling and actually think.

This split is already happening. You can just browse any content platform today and you'll see the early signs: perfectly formatted posts with zero personality, generic "AI productivity tips" that could have been written by anyone, and an endless stream of recycled frameworks dressed up as original insights. Meanwhile, the creators who stand out are playing their own game. They've figured out how to use AI as a tool without letting it replace their unique perspective.

Nick Woodford has been watching this shift happen across content trenches. He's seen which strategies actually work when the stakes are real - when your job depends on staying relevant in a world where anyone can generate decent content in seconds.

What he learned about which writers survive - and why - changes everything about how you should think about your creative work. Because it turns out the dividing line isn't what most people think it is.

You can hear more from Nick by subscribing to Market Smarter With AI where he writes practical tips to simplify workflows, spark creativity, and supercharge your content. Drawing on years of content strategy in tech and gaming, Nick shows how AI can make a real impact in your day-to-day marketing.

Take it away, Nick!

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Hey it’s me, Nick 👋🏻

As a Content Lead, a large part of my role has always been focused on writing blog posts and thought leadership, and I enjoyed this part of my role the most.

As a tech enthusiast, I was really excited when ChatGPT launched in 2022. I wanted to understand how it might help with my writing.

To begin with, I was blown away by how it could help. It felt like the tool had been created precisely for people in roles like mine.

At first, it helped me plan articles.

When it could access the internet, it became my background researcher.

With Canvas, it reviewed drafts and suggested improvements.

Once memory arrived, it started writing paragraphs in my tone and positioning.

Now, with ChatGPT 5, it can produce full articles at, and sometimes above, my own standard!

So where does that leave me and other writers?

By allowing everyone to churn out well-written articles within minutes, the skills needed to create an article have been taken away.

…or have they?

Recently, this got me thinking. If anyone can use ChatGPT to write something, what makes articles stand out above others? Why would you read one over another?

The answer became clear. It’s unique perspective.

Being able to write well is only a small part of what makes a good writer. Being creative is what sets writers apart. After realizing this, I understood that it’s in the creativity that I find the most joy when I’m putting together an article, rather than the writing process.

Let’s break this down for a minute.

Say you have two companies competing with each other and they both use AI to write articles to promote their respective companies.

The person who controls the AI in the first company is someone with a ten-year industry background who is passionate about the product. In contrast, the other company’s AI instance is controlled by an intern who has no experience or knowledge of the industry.

Both have access to the same tools, but the first is likely going to be much more successful because the person controlling the AI understands the company and the industry and what it’s focused on, what the issues of the day are, what people are passionate about, and where the space is heading. This means they are in a much better position to create thought-provoking content than the second.

I heard an analogy a while back comparing content to carpentry. It went something like, if you use AI to write an article, it will be like going to IKEA, where you can get good furniture that’s fit for purpose, but you know that millions of other people own the same pieces. Getting someone to write an article without AI will be like going to an independent carpenter who can craft a piece of furniture that nobody else has.

I’d challenge the view that AI can now produce bespoke content that’s different from everyone else and is only going to get better at doing this. However, you need to ensure the right person is in charge of the tools.

My new analogy: Two carpenters’ shops have the same tools. One is run by a master with decades of experience, and the other by someone who’s never built a thing. Both can make a chair, but only one will create something people want to keep for a lifetime.

In the same way, AI won’t replace great writers, but it will expose those without the depth to guide it. The craft has shifted from typing every word to shaping the ideas, framing the narrative, and making the final product resonate.

And there’s an upside. As AI opens the door for non-writers to produce great text, it also frees writers to take their creativity into new arenas like design, app and site building, video production, and podcasting. The same storytelling instincts that shaped articles can now shape entire experiences.

The real differentiator isn’t whether you use AI. It’s whether you bring enough insight, experience, and creativity to turn a set of tools into something worth keeping. The writers who can do that won’t just survive this change, they’ll own it.

With that said, I’ll leave you with these actionable steps which I continue to apply to help you stand out as a writer in the age of AI.

1. Leverage Your Personal Experience
   Draw on your own stories, insights, and lessons learned. AI can mimic style, but only you can share your unique perspective.

2. Ask Better Questions
   Before writing, challenge yourself to dig deeper: What’s the real story? What’s missing from other articles? What fresh angle can you offer?

3. Blend Human and AI Strengths
   Use AI for research and structure, but infuse your writing with your own voice, opinions, and creative twists.

4. Experiment with Formats
   Try new ways to present your ideas—mix articles with visuals, audio, or interactive elements. Creativity isn’t just about words.

5. Seek Feedback and Iterate
   Share drafts with peers or mentors, gather honest feedback, and refine your work. The best ideas often come from collaboration.

6. Stay Curious
   Keep learning about your industry, new tools, and storytelling techniques. Curiosity keeps your writing fresh, relevant, and exciting.

7. Make It Personal and Memorable
   Aim to leave readers with something they’ll remember like a story, a metaphor, or a question that sticks with them.

8. Write to Move and Inspire
   Don’t just inform, aim to evoke emotion. Share stories that resonate, use vivid imagery, and connect your message to universal themes. When readers feel something, your writing becomes more memorable and impactful.

Focusing on what you can bring to the table will ensure your work rises above the noise, no matter how advanced the tools become.

To help you put these ideas into practice, here are a few AI-powered exercises I use to sharpen my perspective and make my writing stand out:

1. Perspective Mapping

Ask your AI, “Summarize the conventional wisdom on [your topic]. Now list three overlooked angles or contrarian takes someone with deep experience might raise.”

This helps you uncover fresh territory and avoid repeating what’s already out there.

2. Analogy Generator

Try, “Explain [your concept] using an analogy from golf, music, or another field you know well. Then propose a metaphor that would resonate with [your audience].”

Analogies and metaphors make your ideas memorable.

3. Devil’s Advocate Drill

Say, “Present the strongest argument against my main point, then outline evidence or stories from my experience that rebut it.”

This strengthens your argument and deepens your perspective.

4. Voice Contrast Test

Request, “Rewrite this paragraph in three distinct voices: journalist, coach, futurist, and highlight which best matches my style.”

This will help you refine your voice and ensure authenticity.

Try running one or two of these exercises before each draft. You’ll start with richer angles and sharper arguments, and let AI handle the scaffolding. Over time, you’ll find your unique perspective shining through in every piece you write.