In this op-ed, Richie Kenzie, Australia lead at Bud Communications argues that the brands pumping out AI content have handed the initiative to those willing to invest in the real thing. Anyway, the writer signs off to their recipient by saying, “I’m sorry I wrote such a long letter, I didn’t have time to write you a short one”. Odd sentiment you might think, but personally, I believe where content is concerned we’re very much in the era of the ‘long letter’. The great irony here is that the tools designed to make content creation easier have made really great content rarer than rocking horse shit. Given brands spend an awful lot of money on marketing content, bucking this trend makes extremely good sense in the current climate.