AI has made content so easy to create that it’s becoming less effective overall.
HubSpot’s 2026 State of Marketing report found 53% of marketers are struggling to stand out in an AI-saturated market, and 61% say a strong brand point of view is now essential.
In other words, everyone can produce content. Few can produce something distinctive.
HubSpot also found that 83% of marketers say they’re expected to produce more content than ever before, and 71% say AI helps them create significantly more of it. So, the rate of production is accelerating. More posts. More videos. More emails. Same attention span.
Alex Hormozi tackled this exact dilemma in his video, “What Has Value in the Age of AI?”
For starters:
“When there is infinite information, the value is in the selection and curation because no one has the time to consume all of it to figure out what’s good. At the end of the day, most of the time we’re always selling time, a compressed time.”
That’s what agents need to understand. What you’re competing on is who can give buyers and sellers real value and clarity faster than anyone else in your market.
Let’s start with why generic AI content is invisible and what actually stands out in 2026.
When Information Is Free, Curation Becomes the Product
AI didn’t make information free. The internet did that a long time ago. What AI did was make it effortless to package and push out.
Hormozi put it this way:
“Information has been free for a very long time. There’s this great thing called the internet, and people could search for information and it was readily available.”
Home buyers can Google mortgage rates (or tap on a mobile app). Sellers can pull automated estimates in seconds. Investors can scan comps without ever picking up the phone.
What they can’t do quickly is decide what actually matters right now in your market.
As Hormozi puts it:
“Removing friction from people’s lives will always be something that humans will go towards.”
So, here’s what curation sounds like:
- “Here’s what changed in rates this week and what it means for a $600,000 buyer in our county.”
- “Three of the five new listings in this price range are overpriced and here’s why.”
- “If you’re waiting for prices to drop, this is the metric you should actually be watching.”
That kind of framing saves people time. It reduces mental load. It makes decisions easier.
In a market flooded with polished AI summaries, the agent who removes friction becomes the shortcut. And the shortcut is the one people call.
Generic AI Content Is Invisible
A lot of what’s getting published right now is technically correct, visually clean… and completely forgettable.
HubSpot’s data makes that hard to miss.
- 52% of marketers say AI has made content less effective overall.
- 53% say they’re struggling to differentiate in an AI-saturated market.
- 63% say they need more human-centered content to stand out.
The issue at the heart of all these findings comes down to positioning.
With 80% of marketers now using AI for content creation, and 75% using it for media production, AI-assisted content is now the baseline. And a lot of it sounds the same.
Hormozi explained:
“We just have to ask the question: what things can humans do that AI can’t do?…In a world where everything is fake, (people) will probably crave realness and authenticity more than anything else.”
The Broke Agent predicted this shift back in January, stating, “The content that’s starting to stand out doesn’t look like it was made to be content at all.”
Take, for example, Theoni Rapo’s FaceTime Call Strategy, which resulted in over 4,000 leads from TikTok last year. She props up the phone like she’s chatting with a friend, explaining the market in easy-to-understand terms:
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Or Neel Dhingra’s in-the-moment videos. He talks to the camera anytime he has something to share, whether he’s in a parking lot, the airport, or his office.
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The result feels like an unfiltered conversation, not a perfectly scripted AI chat.
Your Specific Way of Doing It Is the Asset
Let’s make this simple.
Two agents can post the same rate update today. One gets a few likes. The other gets a DM from someone asking, “Can we talk?”
The difference is in the delivery. And your specific way of framing an update is the whole game.
Hormozi said something that applies directly here:
“AI has done a lot of that for sure, but there’s still value to be given to people by your specific way of doing something.”
Think of questions like these when you’re creating content:
- How do you decide a listing price when the comps are all over the place?
- What do you tell a buyer who wants to skip the inspection?
- How do you think about risk when a property has been sitting for 45 days?
Those answers are yours, drawing from your experience and learned expertise.
A lot of agents post information and stop there. They share a stat and assume it speaks for itself. It doesn’t. Numbers need interpretation. Context. Your audience needs clear details on why they should care.
When you explain how you think, people start to understand how you operate.
They can see how you’d guide them. They get a feel for whether you’re cautious or aggressive, data-driven or instinct-based, conservative or opportunistic.
That’s what builds trust.
HubSpot reports that 93% of marketers say personalization improves leads or purchases. Only 13% actually hyper-personalize their content. For example, a strong point of view is a form of personalization. It speaks directly to a specific kind of buyer or seller instead of trying to sound broadly helpful to everyone.
AI can summarize steps and outline processes. But it can’t replicate years of experience showing up in small, specific opinions.
If your content could be swapped with another agent’s and no one would notice, it blends in, making you as invisible as your content.
When people can hear your voice in it, even without your name attached, you’re building something real.
What Does This Mean for Agents Creating Content in 2026?
If AI has flattened the baseline, your job is to think in public with more clarity than the next person. When you share a stat, explain what you think it means and who it affects. Make it local. Make it specific. And lead with something that makes you extra, in the best way.
Document how you think, not just what happened.
- Break down the decisions behind a pricing strategy.
- Share why you structured an offer a certain way.
- Explain why you advised someone to wait.
Sure, AI can help you draft faster. It can help you organize ideas. It can help you repurpose across platforms.
But real judgment and authenticity still come from experience and reflection.
When you consistently show people how you think about the market, they start to trust your lens.
And in a world where 49% of marketers say traditional search traffic is declining because of AI answers, and 58% say AI referrals arrive with higher intent, every impression carries more weight.
When someone lands on your content, they’re often closer to a decision than they used to be.
That’s when your perspective and voice make the difference.
