AI’s Content Deluge: Sara Simmonds on Standing Out as a Founder

In a recent LinkedIn post, Sara Simmonds discusses the increasing challenge for entrepreneurs to gain visibility in a business landscape saturated with AI-generated content. Simmonds argues that while artificial intelligence can expedite content creation, it simultaneously makes it harder for genuinely distinct businesses to be discovered by potential buyers.

As Sara Simmonds notes, the proliferation of AI-driven content means that simply publishing more frequently or polishing existing messages is no longer a sufficient strategy for capturing attention. Instead, buyers are becoming more discerning, actively filtering content for specific qualities.

“When everyone can produce more , being visible no longer means being memorable.”

Simmonds highlights that the core problem many businesses face is getting lost in this noise. They continue to refine their output and strive for a polished presentation, but this approach is becoming less effective as audiences develop a keener eye for authenticity and substance.

The Buyer’s New Filter: What Signals Matter?

Sara Simmonds identifies key signals that buyers are actively scanning for in the current content environment. These are attributes that AI, in its current form, cannot replicate or inherently understand about a specific business. According to Simmonds, these crucial signals include:

• Distinctiveness: What makes the business unique?
• Relevance: How well does the offering meet the buyer’s specific needs?
• Clarity: Is the value proposition easily understood?

Simmonds emphasizes that AI’s capability lies in generating content, but it falls short in strategic decision-making. The critical work of defining what makes a business the obvious choice for a buyer remains a human-driven endeavor rooted in deep strategy.

Strategy Over Automation

According to Sara Simmonds, effective positioning and strategic clarity are paramount. She points out that AI cannot determine a company’s unique selling proposition or understand how a buyer evaluates trust. Building a strong market position that resists being confused with competitors is essential.

“If your message sounds generic, AI will amplify the problem. If your positioning is sharp, AI can support the reach.”

Simmonds’s analysis suggests a nuanced relationship with AI tools. While they can amplify existing messages, they cannot create the foundational strategic thinking required for differentiation. Businesses that rely on generic messaging risk having AI exacerbate their lack of distinctiveness. Conversely, those with a sharp, well-defined strategy can leverage AI to extend their reach more effectively.

The Ultimate Question for Founders

Sara Simmonds concludes her post by posing a critical question to founders navigating this evolving landscape:

“In a world where everyone is easier to publish, have you become easier to choose?”

This question underscores the shift from mere content production to strategic differentiation. Simmonds, who was offering a masterclass on these topics, implies that the true measure of success in the age of AI is not just about being heard, but about being definitively chosen by the right customers due to clear, strategic positioning.