Before we came to Italy, I showed Lucy's daughter a photo of Lake Como. She said "No, that's AI", and I laughed. "Wait till you see it in real life", I said, "and then you'll know - that's real."

I think it's happening already...

We're doubting that content is real.

Whilst this was once limited to photos and maybe some dramatically staged social media clips, it's now extending through to full videos, AI generated courses, entire scenes fabricated by code.

We used to say 'that's fake'.

Now we say 'that's AI'.

The remedy is simple. We need to start mixing in more 'proof of life' content into our marketing mix: content that shows we are undeniably real, we are human.

In this week's episode - Human vs AI: Why Being Real Will Be Your Superpower in 2026 - I discuss this concept and show you the three types of content I'm running at the moment to find balance between showing I'm real, positioning myself as a leader in the field, and making sure the efforts are scalable for growth.

This is an interesting watch, one that will change the way you think about content in the coming months and help you realise just how important 'proof of life' content really is.

P.s. I've added a list of ten proof of life content ideas to the write up of this video. You can read them + watch the video here:

​10 examples of 'proof of life' content >>