The Right Way To Write With AI

Content creation in the AI era requires a distinct point of view to establish a competitive moat, as generic, commodity-based writing is increasingly worthless. Nicholas Cole, a prolific writer and expert in digital content, argues that creators should build a "digital brain"—a personal library of stories, opinions, and lessons—that serves as an unmade dataset for AI. Instead of using AI to generate net-new content, creators should leverage it to repeat and remix their established, approved language, freeing up time for higher-leverage, original thinking. Personality-driven details, such as formative life experiences or specific worldviews, act as essential differentiators that prevent content from becoming indistinguishable "slop." By treating writing as a long-term asset rather than a series of isolated tasks, creators build lasting authority and deeper audience affinity while automating the repetitive aspects of their marketing infrastructure.