Introduction to the Future of Primary Sources
The rise of AI has sparked a conversation about the future of primary sources in an AI-driven world. Emily Anne Epstein, Director of Content at Sigma, shared her perspective on LinkedIn, stating that "people didn’t stop reading books when encyclopedias came out." This statement highlights the importance of primary sources and original content in the age of AI.
The Importance of Provenance
Katie Morton, Editor-in-Chief of Search Engine Journal, sat down with Emily to discuss her post and the implications of AI on publishers, content creators, and marketers. Emily emphasized the need for provenance, or the origin of information, in AI-assisted search. She explained that people need to understand that knowledge acquisition is a process of triangulation, where multiple sources are used to create a more accurate picture of reality. This is especially important in the age of AI, where personalized responses can lead to different answers and a fractured reality.
The Layers of Online Knowledge Acquisition
Emily’s post suggests that AI tools will become a top layer in how people access information, but this does not mean that primary sources will become obsolete. Instead, there will be layers of knowledge acquisition, where people start with AI tools but need to finish with primary sources that provide deeper analysis and context. This is because AI tools often present a calm and impartial view of reality, which is not always accurate.
Competing for Trust
As AI becomes more prevalent, content creators and publishers will need to compete for trust rather than attention. This means making editorial standards more transparent and showing the work that goes into creating content. Emily suggests that creators can serve as a "blockchain" of information, providing a verifiable ledger of sources and methods. This will be their value in the age of AI, where people are looking for trustworthy and reliable information.
The Risks of AI Hallucinations and Deepfakes
The rise of AI also brings risks, such as hallucinations and deepfakes. Emily notes that these risks are real and that people need to understand that AI tools are not always trustworthy. This is especially important in the context of photography, where images can be manipulated to create a false reality.
Inspiring People to Go Deeper
Despite the risks, Emily believes that people are willing to go deeper and learn more. She suggests that content marketers can provide value by giving people a breadcrumb of fascinating information that leads them to want more. This approach can help people feel smarter and more informed, and can ultimately lead to a more engaged and loyal audience.
Conclusion
In conclusion, the rise of AI has significant implications for primary sources and original content. While AI tools can provide a shortcut to knowledge, they are not a replacement for primary sources and deeper analysis. Content creators and publishers need to compete for trust by making editorial standards more transparent and showing the work that goes into creating content. By providing value and inspiring people to go deeper, content marketers can create a more engaged and loyal audience in the age of AI.