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“I can put a paragraph about my product on ChatGPT and expand it to 3,000 words if I want to; but anyone can do that, right? As we go forward in this new frontier of content, even white papers will lose their usefulness because anyone can create that now. What is difficult for an AI bot to create is user-generated content. We will trust a friend or peer above anything else - the practitioner perspective makes the content trustworthy.”