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Why distribution is now harder than ever despite AI making content cheaper

Riding Unicorns · Building the Future of Marketing with Raffi Salama, CEO &...

“is coming down massively, whether it's code or imagery or video or audio, whatever.”

19:26 / 20:08

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is coming down massively, whether it's code or imagery or video or audio, whatever. Yeah. Everything's getting cheaper to create. It feels like the distribution marketing question becomes even more prominent. I think it's really stepped into the forefront since kind of 2022 when the the kind of Instagram, you know, default model starts to unravel a little bit, and now it's you have to get much smarter and more focused and creator led. But now with all this kind of, yeah, generative stuff that means anyone can make anything at a much cheaper price, It feels like distribution is the is the number one challenge for a lot of companies.

About this clip

Raffi Salama argues that while AI has dramatically reduced the cost of creating content across all formats, this has actually made distribution and marketing the critical bottleneck for companies. He traces this shift to 2022 when traditional social media models began breaking down, forcing brands to adopt more sophisticated, creator-led strategies.

Why this clip

This captures a counterintuitive market dynamic where technological advancement in content creation paradoxically makes marketing distribution more challenging and important.

19:26 - 20:0842smarket insight

content-creation distribution-strategy generative-ai

LinkedIn X

What they said next

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