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The New Way of Making Content In The Age of AI — Transcript

by Alex Hormozi · 3,116 words · 453 segments · language en · Watch on YouTube

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0:0021 million 393,122
0:03followers across all platforms for
0:05Leila, Sharon, and me in the ACQ brands.
0:08And I want to break down how to build a
0:11personal brand in 2026, both leveraging
0:13AI, but more importantly in spite of AI,
0:16and how you can actually prove yourself
0:17as somebody that people will want to
0:19listen to. And so, I think the big thing
0:22that has to be understood in AI is that
0:24AI will not equally disrupt all
0:26creators. And so, creators actually sit
0:29on this continuum. You have low risk,
0:34and then you have high risk.
0:35So, how can you have a high-risk creator
0:37or low-risk creator? Well, it depends on
0:40what is being asked of the consumer. So,
0:42for example, if you consume a meme or
0:45you consume a stand-up comedy clip,
0:48the risk that you have is just the time
0:50that you're putting into consuming the
0:51clip, and the product of that creator is
0:54the clip itself. It's self-contained.
0:56Meaning, when you consume it, if you
0:58laugh, the value's already delivered.
1:00You have a complete cycle. And so, these
1:02fall under the category of entertainers.
1:05And so, entertainers, and I define
1:07entertainment as one thing, which is the
1:09objective of the content is to be
1:11consumed. So, if you think about a
1:13perfect retention curve, if 100% of
1:15people watch 100% of a video, you would
1:16have a video that would go ultra ultra
1:18viral, right? But there's nothing after
1:20that. It's just you consumed it, you
1:22have been entertained.
1:23So then, what are the other parts on
1:25this continuum?
1:27So, the next one you would have would be
1:29what I could consider a B2C educator.
1:31So, what does that look like?
1:33Now, to be fair, do you have to be only
1:35one of these things? Of course not.
1:37You're going to vary along this
1:38continuum. It's not like there's a box
1:39that you're like, "I'm only this or I'm
1:40only this." The different types of
1:42content you make may correspond with
1:44different parts on this continuum, and
1:46you also might even have within the same
1:48piece of content a couple elements. You
1:49might have a little joke that you say
1:50that's entertaining in itself, but then
1:52you have a point that you'll make, which
1:53might lead to something else. We have to
1:54answer the next question, which is,
1:55"What's the point of education?" The
1:56point of education is to change
1:57behavior, right? Like, you don't put
1:59your kid in school so that they act the
2:00same. You put their kid in school so
2:01they can start reading or they can start
2:03writing or they can start speaking or
2:03they start doing math. They can change
2:05behavior, right?
2:06And so, uh the stakes are significantly
2:09lower for B2C educator. So, imagine uh a
2:12girl who's doing a hair tutorial or a
2:13makeup tutorial or a a fitness thing for
2:16diet or for working out or somebody
2:18who's giving maybe relationship advice.
2:21The reason that I say it's lower risk is
2:22that let's say you start the diet and it
2:24doesn't work as well. It's not the end
2:26of the world, right? If you buy some
2:28lash extensions and it doesn't work as
2:29well, not the end of the world. Now, can
2:31these people drive sales? Absolutely. I
2:33mean, Huda Beauty built an empire off of
2:35just this concept, right? And the thing
2:37is is that she had credibility within
2:39that domain because she could
2:40demonstrate it live, right? She actually
2:42used the product. You see a before and
2:44after in real time using the implement.
2:47You say, "I'm willing to take this
2:48risk." And so, you do it. Now, AI
2:52will be best suited
2:55to interrupt the stuff on this side. Why
2:57is that? Because if you see a clip of an
3:00AI avatar girl who's doing her lashes or
3:02doing her hair and giving you tips on
3:04how to do it, the likelihood that you'll
3:05listen to it even if it's AI is probably
3:08decently high as long as the stuff seems
3:10like it makes sense. You may be like,
3:10"Oh, I didn't know that. Maybe I'll give
3:11that a shot, right?" Now, as you move
3:13along this continuum, when the stakes
3:15get higher, you're less and less likely
3:17to listen to someone who does not have
3:19third-party proof that's as
3:20demonstrable. So, I'll explain. So, this
3:23middle tier here would be what I would
3:24consider a kind of B2 prosumer.
3:28All right? So, this is kind of where you
3:30get into your
3:32uh money stuff. So, you look at people
3:35who talk about savings and uh investing
3:38money. That's like is there certainly
3:41more risk to what you do with your
3:42savings and your money and investing
3:45than uh lashes and your hair and maybe
3:48even a diet? Ask most people, the answer
3:50probably be yes, right? So, if you look
3:52at some of the top creators in the
3:53space, like let's think of some of them.
3:55So, you've got like Erica taught me,
3:56who's done an awesome job. Now, why do
3:58people listen to her? Because she talks
3:59about how to like make disputes and ask
4:01for refunds. It's all about money. What
4:03is she? She's an attorney, right? She
4:05has more real-world credibility. What's
4:07another example?
4:09Um Vivian Tu. So, she's a uh she's also
4:12she's uh somebody came from finance and
4:14so she has that credibility of kind of
4:15Wall Street, etc. And so she's leveraged
4:17that and she talks about saving and
4:18investing and stuff. Uh you think about
4:20like Dave Ramsey, right? He obviously
4:21has his big business success, uh which
4:23has big overlay on this and he's
4:25obviously been doing this for a really
4:26long time. So, for each of these people,
4:28there's a little bit more proof that's
4:29required. Now, are there people who are
4:31making uh content in the space that have
4:33zero proof?
4:34Maybe. Are they the biggest? No. Why?
4:37Because listening to their advice is
4:39riskier than listening to somebody who
4:41has some visible proof. Hey guys, real
4:43quick, many of you guys are getting
4:45started in business and don't know, but
4:46other entrepreneurs have already tried
4:48to help. And so, 3.6 million copies were
4:50donated by other entrepreneurs in my
4:51book launch and I'm donating these books
4:53as well. And so, if you're starting in
4:55business and you would like the ultimate
4:57business backpack, all three books, this
4:58one shows you how to figure out what to
5:00sell, this shows you how to get people
5:02to find out about it, and this one shows
5:03you how to make money from it. When you
5:04have all three, you can actually get
5:05started. All right, on top of that, you
5:07have 30 days of school that you can get
5:09absolutely free and all of this,
5:11including the books, including school,
5:12including shipping, is 16 bucks. Yeah,
5:14like we lose money on this. So, go grab
5:16it. Um
5:18it's the ultimate thing I can give you,
5:19my gift. Uh enjoy. Um if you go there
5:22and it's shut down, it's cuz we ran out,
5:24but as long as the link still works,
5:26there's books. So, as we move along the
5:28continuum, we have our
5:30B2B creators, right? And so, I would
5:33consider myself in this category
5:36for a lot of my content, this included.
5:38I started this video by saying that we
5:40have over 20 million plus subscribers,
5:42followers, etc. across platform because
5:43I have to give some credibility as to
5:45what I'm saying, right? Now, me giving
5:47credibility around that an AI could
5:49totally replicate because if an AI has a
5:52lot of followers, for example, then that
5:55AI would be able to talk about it
5:56because it would have proof about it.
5:58That all makes sense. Now, if an AI is
6:00saying, "Hey, do this thing in your
6:01business." until there are AIs that have
6:05built
6:06gigantic companies that no human was
6:09involved in, then the likelihood that
6:11the AI will have the ability to gain the
6:14trust of the audience so that they
6:15listen to the advice goes down. Right?
6:19And so like why do we actually care
6:20about proof or demonstration in general
6:22to begin with, right? Well, we take it
6:25as a signal to decrease our own personal
6:26risk.
6:28And so if you have two people that
6:29you're listening to, one person that
6:30just GPT'd, "Hey, this is six things you
6:32need to do to scale your sales team."
6:34never sold anything in their life, never
6:36built a sales team, versus somebody
6:38who's built 10 sales teams and says,
6:40"Here are six things that you need to
6:41do." If the content was the same, which
6:43one of these two people do you think
6:44would have significantly larger
6:45followings? This one. Why?
6:48Because people can actually believe it.
6:49They're actually willing to take action
6:50on it because they'll say, "Okay, this
6:51guy probably knows what he's talking
6:53about because he's done this in the real
6:54world." Now, there is a little bit of
6:55chicken and egg of the the six things
6:57this guy comes up with versus the six
6:58things this guy's come up with. These
6:59ones will probably be a little bit
7:00better because he has in the trenches
7:03knowledge and so there is a little bit
7:04of chicken and egg, but assuming the
7:06information was literally identical, the
7:08person who has the most credibility wins
7:09and not just by a little bit, by a lot
7:11of it. Like why is Elon the number one
7:14business influencer in the world?
7:15Because he's the richest man in the
7:16world, right? And so
7:19it will be it is it will be increasingly
7:22difficult for AI to create the proof
7:24required for B2B and higher-risk types
7:29of content.
7:30And so when we think about this, you're
7:32like, "How do I make my brand or build
7:34my brand in a world where AI can
7:36duplicate anything?"
7:38Well, we have to focus on proof. We You
7:40to focus demonstration. And if we're
7:42looking at this continuum, the more
7:44you're this way,
7:45probably the safer you are at least in
7:47the short-to-medium term. Underneath of
7:49that, we get the next question, which
7:50is, "Okay,
7:52if that is indeed the case, what do I
7:54need to do in order to create content at
7:57scale that can compete with AI?"
7:59Well, it's going to come down to, "How
8:01can I do demonstration
8:03at scale? How can I provide proof at
8:06scale in real time?" For sure, it's
8:08great to have accomplishments,
8:08accomplishments you can mention, right?
8:10You can say them one time, people can
8:11know that you sold a company or or
8:12you're scaled or you're doing $250
8:14million a year in revenue, whatever it
8:15is, right?
8:16You can have that stuff.
8:18But, demonstrating in real time is
8:20something that is incredibly difficult
8:21to fake, right? Now, is there a world in
8:23the future where AI can can can can take
8:26calls? Absolutely, it's probably a year
8:28or two away. It's not even that It's not
8:29even that far.
8:31Maybe by the end of this year. But, to
8:32what are you going to do today, like
8:33watching this video? Well, I'm going to
8:35give you a couple things that have
8:37worked really well for me.
8:39So, number one is, instead of saying,
8:41"Hey, uh you know, of course you want to
8:43do epic and then document it and
8:45then do more epic and then document
8:46it." That's uh no no question. That
8:48would be more of a content creation
8:50method. So, it's like you look at your
8:51calendar, you look at all your meetings,
8:53you put a plug-in for each of the
8:55meetings because you do them virtually,
8:56so you transcribe them, then you say,
8:58"Hey AI, tell me the interesting moments
8:59from these meetings." And then you can
9:00talk about them. So, rather than you
9:01making up stories, you actually give
9:03real examples, right? That is further
9:05along this proof-to-risk spectrum. So,
9:07that's a good thing. But, is there
9:09something that's even better than that?
9:10And I think there is, which is, is there
9:12a way that you can engineer within your
9:14existing business motion, which is, "How
9:16do you service customers of whatever it
9:18is that you sell,
9:19that you can bake in components of
9:22proof?"
9:23So, how how would that work?
9:25Well, if I were selling hair extensions,
9:30I would probably have sweepstakes and
9:32lottery tickets inside of the hair,
9:34which then creates a marketing motion
9:36that I can put around it, which why not?
9:38Then the winners I can call in person to
9:40come to my salons where I can install
9:42them for them. And then all of a sudden
9:44I've got this beautiful loop, a
9:45self-licking ice cream cone if you will,
9:47of I sell, you know, customers come in,
9:49they buy products, those products
9:51generate marketing, that marketing gets
9:53more customers, those customers buy more
9:54products, and around and around we go.
9:56That is a self-licking ice cream cone,
9:57and you want to install it at every
9:58business you have, especially in light
10:00of AI where proof is going to matter
10:02more than anything else. If you're in a
10:04B2B setting, it works the same way. Now,
10:05if you're like, "Oh, well, I, you know,
10:06this doesn't work for my business."
10:11You're not going to make it, dude. I I
10:12don't know what to tell you. Like
10:14if you can't think, "How could I
10:16engineer a way
10:18for me to interact with my customers so
10:21that we could demonstrate the value of
10:23the products that we have in a real
10:25way?"
10:26I don't know what to tell you. Like I'm
10:28trying to think of like the the most
10:29basic, you know, version of this. It's
10:31like all consumer products are really
10:33straightforward. Like literally use the
10:34product. That's I mean it's that's
10:35that's that's it's that simple, right?
10:37On the B2B side, it's going to be more
10:39around the
10:40proof that you can demonstrate around,
10:42let's say you're, you know, obviously
10:43your marketing agency. Okay, bring
10:45someone in, walk through the campaign,
10:47bring the customer in, and show it,
10:49right? Even if you're a small agency, do
10:51it with all your customers. Why not,
10:52right? And worst case scenario, you make
10:54a marketing motion that's Let's say you
10:56only have 10 customers. Okay, start
10:58doing these these audits for people for
11:00free and document them. That's the
11:02trade. Hey, let me do a a whole bunch of
11:03work for free, I'll document it, and
11:06I'll just give it away. Who says no to
11:07that?
11:09Right? The big point here, zooming all
11:10the way out, is that AI is going to
11:12disrupt disproportionately the lowest
11:14risk to the higher risk people in that
11:16order. To protect yourself, you want to
11:18do things that AI will be more difficult
11:21for AI to do. Now, is there a world
11:22where AI can literally do everything?
11:23Probably.
11:24Uh are we there yet? No. And so, in the
11:26meantime, what do you do? You win with
11:28what you got, right? Which is we
11:30demonstrate our expertise and the
11:32quality of our products and services in
11:34front of people ideally to our customers
11:36which we document and if you don't have
11:37enough customers to do it you do it for
11:39everybody publicly.
11:40That's the game that I think is going to
11:43keep you ahead of the pack of AI GPT
11:48avatar driven content because the proof
11:50is going to be in the pudding and you
11:51want to make sure that you've got your
11:52first spoon in. I've talked publicly
11:54about my whole content strategy is live
11:55and interactive. That's what I'm doing.
11:57I'm showing you my cards. I'm telling
11:58you what I'm doing. All right, and so
11:59there's two types of content that you'll
12:00be seeing more and more of and I'm
12:02trying to engineer more and more
12:03components of this into my existing
12:04business so that I can document while I
12:07deliver so that it's no extra added
12:09time, right? Cuz it's like how does how
12:11does Alex make so much content? It's the
12:13reality is that like I'm usually not
12:14making content. We're just capturing it.
12:16Right? That's what allows me to do so
12:17much more volume. And so if you're
12:18thinking to you it's like like if you
12:20have to sit down to actively record
12:22every single thing and you want to make
12:2320 pieces 50 pieces of content a day
12:24you're going to do nothing but stand in
12:25front of the camera. That's going to be
12:26really miserable for you, right? But if
12:28you do what you like doing like for me I
12:29love doing Q&A's with business owners.
12:31It's a lot of I've I've had a lot of
12:32reps with it and I just like it fills me
12:35up, right? And so in person when we have
12:38events if I have time I go downstairs
12:41and I take questions. I can't do it all
12:43the time but whenever there is an event
12:44that's happening and I if I have a blank
12:46calendar I'm going to try and get down
12:47there, right? If I do like today when I
12:50do a recording I'm going to take calls
12:52from people who are in our our newly
12:54launched million dollar plus community
12:56for business owners, right? And so all
12:58of this is like how can I feed the proof
13:00machine? Proof is both the third party
13:03these things have happened. That's the
13:05big exits, the revenue, all that like
13:07head count whatever. I have this many
13:08companies.
13:09And then there's the demonstration side
13:11of it which is
13:12um
13:13can I see this person use their
13:14expertise in real life? Now to be clear
13:16this is a
13:17this is
13:18hardcore more along the services side
13:20but you can still do a demonstration
13:22with products. You would just physically
13:23demonstrate them rather than using your
13:24hands to do whatever service you have.
13:26And so hopefully that gives you at least
13:28a handful of ideas to think through
13:29like, not just oh well, I just sit in
13:31front of a computer all day, there's no
13:32way I can like document what I'm doing.
13:34It's like, yeah, you got to create the
13:36opportunity. No And so,
13:39hold a sweepstakes, hold a
13:41a very limited thing where you email
13:43your whole list and say, "Hey." Or you
13:44just take the 10 customers or five
13:45customers you got right now, go to their
13:46houses. Like, of course there's a way to
13:48do it. Um it just takes work, but you
13:50said you wanted to win. So, welcome to
13:52the game.

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