AI is democratizing technical capabilities across industries. Yet a subtle but profound shift is occurring in the value chain. Creative content and experiences are becoming key differentiators. And that could potentially outweigh pure technical superiority. This transformation has significant implications for technology investment strategies.
Shifting Balance of Power
“This is an interesting moment about the role of creatives in industry compared to engineers,” observed AI and robotics expert Illah Nourbakhsh. “The role of those who can actually think of a really good idea versus those who know how to just take somebody’s design and implement it. And that balance is going to change.”
This represents a fundamental reversal of decades-long trends in compensation and corporate value creation. “If you look at like the last 30-40 years, the interaction designers, the graphic designers, the creative arts people, made less money than the engineers, and that is not necessarily holding,” Nourbakhsh noted.
Case Studies in Content-Driven Success
The conversation highlighted several examples of companies succeeding through superior content and user experience rather than technical specifications alone …
Garmin: Despite competing in the crowded wearable device market against tech giants like Apple, Garmin has carved out a profitable niche through specialized content and analytics. “They managed to pivot in a way that was really intelligent around the wearable device,” Nourbakhsh explained. Their success comes not from the hardware itself but from “allowing them to take their particular exercise routines and quantify them in a way that’s actually actionable.”
Peloton: In the home fitness equipment sector, Peloton distinguished itself not through revolutionary hardware but through compelling interactive content. “There’s a million stationary bikes, but the content they created, the actual interactive content, was just way better than everybody else’s,” noted Nourbakhsh.
Analytics as Creative Content
The experts suggest that as data becomes increasingly abundant, the ability to help users interpret and act on that information becomes the real value-add. “Basically it’s a fire hydrant. So the question is, who’s going to help you figure out what it actually means, how to interpret it, how to make it actionable. The people who figured that out, they’re the kingmakers,” Nourbakhsh argued.
This insight applies across sectors from fitness tracking to business intelligence. Companies that simply provide raw data face commoditization. And those creating meaningful narratives and actionable insights from that data can establish sustainable competitive advantages.
'Killer App' Question
As AI tools make technical implementation more accessible, the fundamental business challenge shifts toward identifying compelling use cases. “The trick is going to be the killer app question,” Nourbakhsh observed. “We can invent whatever we create or imagine. But the question is, who will be imagining the things that other people actually want to pay money to get?”
Technology analyst Zeno Mercer connects this to broader themes of community and belonging: “In this world … we’ve become more connected, but less connected. Everyone keeps talking about that. And as a human, you want to feel connected … part of a community.”
Companies that use technology to foster authentic connection — as Peloton did by calling out users’ names in classes — may find particularly fertile ground for growth.
Investment Implications
For investors, this shift suggests several strategic considerations:
- Evaluate technology companies not just on technical capabilities but on their investment in creating compelling user experiences and content.
- Look for businesses that transform raw data into actionable insights and narratives.
- Consider that companies with strong creative capabilities may command valuation premiums previously reserved for technical innovators.
- Expect continued consolidation as technical-first companies acquire creative capabilities.
As AI makes technical implementation increasingly accessible, the creative vision to imagine compelling products and experiences people actually want may become the scarcest — and most valuable — resource in the technology ecosystem.
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