In a recent LinkedIn post, Ross Simmonds explores the profound implications of artificial intelligence on the future of content creation and marketing strategies. Simmonds highlights a quote from Sam Altman, CEO of OpenAI, which envisions intelligence becoming a utility, akin to electricity or water, that people will purchase and consume on demand. This outlook, Simmonds suggests, warrants significant attention from marketers.
AI as a Utility and the Training Data Dilemma
Simmonds acknowledges a complex reality where AI models are trained on content that individuals and businesses have created and shared freely. He points out the ethical quandary this presents: “Many of the LLMs have trained their models on the content people wrote, created and shared for free and they’re now selling it back to the people. Messy.” Despite this, Simmonds recognizes the immense utility these AI models offer, enabling users to make sophisticated decisions across various domains, from developing SaaS products to managing personal health.
“We see a future where intelligence is a utility, like electricity or water, and people will buy it from us on a meter and use it for whatever they want to use it for. The demand that we see for that seems to continue to go like this 📈”
This duality, where AI is both a powerful tool and a product of freely given data, forms the crux of Simmonds’ argument. He emphasizes that while the training data aspect is contentious, the practical application of AI in decision-making is undeniable and rapidly growing.
A Call to Action for Marketers
The core of Simmonds’ message is a wake-up call for marketers. He argues that the content being produced today will inevitably become the training data for future AI models. This includes not only blog posts and articles but also the content shared in communities and the data acquired by publications.
The Emergence of Two Internets
Simmonds posits the existence of “two internets”: one that humans browse and another that robots (AI) browse. This distinction is crucial for understanding how content is consumed and utilized in the age of AI. As he states:
“The content you publish today will be the training data for models tomorrow. The publications you acquire will be the training data for models tomorrow. The communities you post in will make up the training data tomorrow.”
Given this evolving landscape, Simmonds urges marketers to fundamentally shift their strategies. The value of content, its reach, and its potential future applications are being reshaped by AI. Understanding this dynamic is essential for any marketer aiming to remain relevant and effective.
Rethinking Content Strategy in the Age of AI
According to Simmonds, the traditional approach to content marketing may no longer suffice. Marketers need to consider not just how their content engages human audiences but also how it might be interpreted and used by AI systems. This requires a more strategic approach to content creation, distribution, and data acquisition.
“It’s time for marketers to shift their strategies accordingly.”
In Simmonds’ view, this strategic shift involves recognizing the dual nature of the internet and adapting to a future where AI plays an increasingly central role in how information is processed and utilized. The insights shared by Simmonds provide a valuable framework for marketers looking to navigate the complexities of AI and its impact on their work.
📝 About This Content
This article is based on insights shared by Ross Simmonds on LinkedIn.
📅 Originally posted on May 28, 2026 | View original post on LinkedIn →