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Stop Thinking of AI as a Tool. It’s a Content Medium


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Now. Just like video, audio, or social, AI is where your content needs to live.

Most people still treat AI like a fancy knife in the drawer, useful for chopping copy or speeding up a draft. Helpful, sure, but still just a tool.


Here’s the shift: AI isn’t just a tool; it’s a content medium.The same way we adapted blog posts into infographics, videos, social carousels, and podcast episodes, we’ll soon adapt content into custom GPTs, fine-tuned models, interactive chat flows, and AI-enriched utilities.

Stop asking, “How can AI help us write content?”


Start asking: How can our content become AI?(And no, this isn’t just about showing up in LLMs as a substitute for search.)


Content Already Lives in Many Forms - AI Is the Next Step


You’ve done this before:

  • Turned a blog post into a 30-second vertical video

  • Turned a podcast interview into a quote carousel

  • Chopped a gated whitepaper into six LinkedIn posts


That’s repurposing. AI is the next layer of repurposing. Imagine:

  • Converting that whitepaper into a custom GPT that answers audience-specific questions in real time

  • Turning your onboarding guide into a chat-driven experience that walks users through it step by step

  • Making your pricing explainer a context-aware tool that tailors recommendations by priority


That’s AI as a medium.


What Can You Convert? (More Than You Think)


At least 20% of your informational content can become an AI-enabled experience. Here’s how:


1) FAQs → Conversational Bots

Build a mini GPT that talks like your brand and adapts to user behavior.Action: Start with your top 10 support questions. Train a GPT to answer with tone, context, and depth.


2) Product Selectors → Guided GPT Flows

Replace buried quizzes with smart, interactive guidance.Action: Feed product specs, benefits, and common objections. Let AI route users to the right SKU or service.


3) How-To Content → Contextual Coaches

Turn step-by-step articles into interactive walkthroughs.Action: Pick a process (e.g., “How to Launch a Campaign”). Build a tool that reacts to user inputs and paths.


4) Audience Research → Training Sets

Surveys, support transcripts, chat logs, and NPS feedback are training gold.Action: Tag and structure raw data to shape more natural, relevant AI responses.


5) Lead Magnets → Value-Add Tools

Trade skimmed PDFs for interactive experts powered by your IP.Action: Convert a high-performing gated asset into a GPT that delivers tailored insights from user inputs.


The Game Is Changing. Optimize for It.


This isn’t “AI will replace writers.” This is relevance, access, and utility.

  • People don’t want to read your entire guide.

  • They want to ask it a question and get a useful answer.

You already have the content.


AI makes it work harder for more people, across more moments, with more personalization.


Quick Start Checklist


  • Pick one asset per type (FAQ, selector, how-to, research, lead magnet).

  • Define the audience, decisions, and desired outcomes.

  • Map inputs/outputs (what users provide vs. what the AI returns).

  • Add brand tone and guardrails.

  • Pilot, measure completion and satisfaction, iterate, then scale.

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