I'm having a bit of déjà vu. The current AI craze rhymes strongly with the dotcom bubble. Suddenly, every dying production company has pivoted to become a "tech-driven content studio," and directors who couldn't find their market fit are now overnight "AI artists."
The uncomfortable truth
AI is actually an amplifier. It doesn't create market value where there is none; it just amplifies the existing input.
If someone was producing boring work before, they can now produce boring work much faster and in significantly higher volumes. Generative models are built on statistical averages — by definition, they scale mediocrity.
The core of freelance life is survival
Staying in the market.
In all this technological noise, it's easy to forget: the client doesn't care how the content was created — whether via prompt or by equipment and manpower — only that it works.
When this bubble bursts — and it will — the market will do what it always does:
Ruthlessly filter out those who only swapped the tool, but not the substance.
If you couldn't deliver sellable quality before, AI won't save you.
We are swimming in AI-amplified noise at the moment, but soon the market clarity comes.
The task is to survive it.