Today, m&k GKI produces blog posts, social media posts, and images in a matter of seconds. Do companies still need content creators and distributors?

Bodo Nuber More than ever. GKI makes content production incredibly easy. But that’s exactly the challenge. When anyone can publish as much content as they want in a very short time, the flood of information increases dramatically. We’re currently experiencing «Content Shock 2.0.» As a result, the sheer volume of content is becoming less and less of a competitive advantage. What really matters is whether the content is truly relevant to the target audience.

Many companies are already using GKI. How far along are they, really?

Most people are experimenting with it or already using GKI in their daily lives. ChatGPT has become a staple in many marketing teams’ toolkits and is being promoted by companies. Whether it’s drafting social media posts, summarizing texts, or developing ideas—it works well.
However, many are still a long way from having a fully GKI-supported content production process. Often, clear processes or the necessary expertise are lacking. Most companies are currently gaining practical experience and learning where GKI creates real added value—and where it does not.

Where are the limits?

GKI is no substitute for marketing expertise. Many expect ChatGPT, Claude, and the like to deliver perfect results. But a language model works with probabilities, not with domain knowledge. Without good prompts or a clear briefing, the result is often generic text—and in the worst case, text that’s factually incorrect. And if you don’t actively specify corporate language or brand values, you’ll get generic results instead of differentiation. What’s more, not all AI is created equal. There are specialized applications that excel at their tasks. Others aren’t yet precise enough for complex marketing tasks.

Nevertheless, the temptation to produce as much content as possible automatically seems strong.

That will happen, too. The bar is really low these days. But quantity alone isn't enough. If everyone publishes more, it will become harder to get any attention at all. Visibility doesn't come from volume alone, but also from relevance. That's why high-quality content will become even more important in the future than it is today.

What makes for good content?

It answers the target audience’s questions and is tailored to them. Many companies focus primarily on talking about themselves. But hardly anyone is interested in a brand for its own sake. People are looking for solutions, guidance, or inspiration. Those who understand these needs and address them credibly will have a good chance of success, even in an AI-dominated world. Storytelling remains central to this, and it thrives on the experiences of real people. Authentic emotions and experiences cannot be generated artificially.

Is there any content where AI is already making a strong impression?

Yes, absolutely. AI-generated content is ideal for summaries, SEO copy, or standardized technical information—provided the content is fact-checked by an expert. It also saves a tremendous amount of time when it comes to first drafts or text variations. However, as soon as personality, perspective, or journalistic quality are required, human craftsmanship is still needed. Especially with feature stories or emotional narratives, you can quickly tell whether a text is merely correct or truly well-written.

Do you think content creators will become obsolete?

No—but their job description is changing. In the past, a lot of time was spent on the actual production process. Today, AI tools can support this work or take over parts of it. This frees up time for content creators to focus on what truly adds value: understanding target audiences, evaluating content, developing ideas, and strategic planning. AI makes experts more productive, but it does not replace their expertise.

And how is distribution changing? Can GKI decide who sees which content?

Yes, this is actually already happening on a large scale. Especially in social and performance marketing, AI systems help curate feeds and optimize campaigns. They test different variations and can often reliably identify which post performs better and when it should be published. People remain essential for selecting the right channels for the content and because they have a knack for identifying suitable content. Every platform works differently. A good LinkedIn post is by no means a good TikTok clip, and content creators are still better at judging that at the moment.

Is organic reach still a realistic distribution goal?

Not really when it comes to social media. Many companies overestimate their organic reach. The major social media platforms no longer automatically show content to their own followers, and company profiles are even worse off. The algorithms decide who sees what based on interests and usage behavior. That’s why anyone looking to build reach today can’t do without paid media more and more often. Good content remains a prerequisite—but it must be distributed strategically. The situation is a bit different with search engines. Organic reach is still possible on Google and other platforms with the right content. However, SGE—that is, AI-powered search—has also changed a lot here. Being cited by AI is no longer the same as a click on the landing page.

What is your take on the future of content marketing?

GKI takes the drudgery out of our work and makes teams more efficient. Marketing professionals need the skills that machines cannot fully take over: strategic thinking, an understanding of target audiences, creativity, and sound judgment—and, last but not least, the ability to use GKI applications professionally. The basic rules remain the same: Good content marketing relies on marketers who reach the right people at the right time with relevant and engaging stories. That’s exactly what we teach in the SAS Content Creation and Distribution course. In this compact training program, participants deepen their skills to strategically develop content, tailor it to specific target audiences, and effectively distribute it through the right channels—with AI always there as a sparring partner.

This will allow even more creators to earn revenue from YouTube from now on.

"With the new lower eligibility criteria for the YouTube Partner Program, we want to support creators who are still at the beginning of their YouTube journey," explains Andreas Briese, Director YouTube Content Partnerships Central Europe, and adds: "Creators are the lifeblood of YouTube. That's why we put great emphasis on making YouTube the most rewarding place for them - creatively, emotionally and financially."

The new fan funding features are available to YouTube Creators who meet the following requirements:

• 500 Subscriber:inside
• 3 public uploads in the last 90 days
• Either 3,000 playback hours in the last 365 days or 3 million shorts views in the last 90 days
• No active violation of the community guidelines

Creators can access the new features via YouTube Studio under the 'Earn' tab. There they can see if they are eligible to apply for the new tier. In addition, automatic emails are sent as soon as a Creator qualifies for the application.

The YouTube Partner Program (YPP) was one of the first revenue-sharing models on the Internet. The expansion announced Tuesday focuses on connecting YouTube Creators with their viewers. The latter can use Super Chat and Super Stickers to buy colorful, pinned chat messages and stickers during livestreams and premieres. This way, they not only support their favorite Creators, but also stand out from the crowd. Creators can identify and engage with their top fans and generate new revenue. Super Thanks also gives viewers the opportunity to stand out in the comments section with colorful messages. Channel memberships allow viewers to join a creator's channel by making monthly payments. The creator can then grant them fan incentives that are reserved for members only, such as badges and emojis.

Big brands need content creators who promote the company community. Because Tincan and So/In Agency know how to do this and how to be successful, the two agencies have recently joined forces to take the social channels of national and international brands to a new level.

With this cooperation, a modern one-stop store for social media management is being created in the greater Zurich area, according to the joint media release: With Tincan as a full-service agency, So/In Agency can fall back on a versatile partner. Raphael Willi, co-founder and partner at Tincan, explains, "Whether in conception or content creation, our 30-person team is extremely diverse and, in addition to all social media management, also covers the other marketing needs of large brands. We live for missions that inspire."

Creative Booster for Next Level Social

Melanie Balasopulos, founder of So/In Agency, curates some of the biggest lifestyle Instagram accounts herself, including. @myinterior with over 2.3 million followers. Together with Tincan, she now implements large multimedia campaigns and social media strategies for her clients' platforms.

The collaboration has already gotten off to a very good start, says Melanie Balasopulos: "It already 'clicked' in our first workshop! The result is a symbiosis of creativity, performance and a lot of heart and soul. I'm really enjoying the collaboration and can't wait to go viral on Instagram and TikTok with our first joint customers."