Two weeks ago, OpenAI released SORA.

Within 48 hours, my feed flooded with AI-generated videos. Cats riding e-scooters. spongebob Police chases. Cinematic shots that would've cost 10s of thousands to produce.

The TikTok comments: "Wait, is this real?"

Most people can't even tell anymore.

And I'm 34, finally getting serious about video content. Recording myself. Learning lighting. Stumbling over words. Taking 47 takes to get one decent clip.

While AI just generated a year's worth of perfect content in 48 hours.

I'm learning to create videos manually just as AI made it free and instant.

Am I completely fucked?

A few days ago, I couldn't sleep. I opened my notes app at 2 AM and wrote this:

"I have no idea if it's still worth it to start building an audience.

You can't ignore the unlimited AI content that's about to hit at scale soon. From a pure supply and demand level, it completely changes the business model of content creation.

I'm really struggling to plan long-term right now. It seems like delusion to think it won't affect you.

I'm just getting into video content and I'm kinda asking myself if it's the right move or if I fumbled it by waiting too long.

On other days I'm more positive but today I somehow feel the weight of not knowing what's gonna happen.

I still think if you build a business and shoot video about this, this content will be superior to pure AI (who wants to follow a fake business journey?!).

But maybe even that is wrong.

Feels like an existential threat that's happening and not responding seems stupid."

I read that back again. I was feeling a bit disillusioned that day. But it’s still true.

And It’s worth talking about what you can do about it:

the brutal content economics

From a pure supply and demand level, this completely changes the business model of content creation.

Unlimited AI content is about to hit at scale. And every AI video already has perfect lighting, fluent speech, good vocabulary, decent expression. The baseline quality raised the bar overnight.

The chance of my content cutting through gets smaller IF I don’t adapt.

Which is exactly why I need to figure out my angle now.

You can’t keep doing the same things as before when the fundamentals have changed that much.

I believe authentic content will still win.

But you need to adjust to the new level of volume that people will create with AI.

Even MrBeast tweeted this week:

If the biggest YouTuber on the platform is publicly worried about this, maybe I'm not crazy for feeling it too.

Why I miss the struggle of creating

I earned my money as a music producer and artist for around 10 years.

I always loved the pain you had to go through before you had a breakthrough with a song. It felt like a catharsis to finally get the bridge, vocals, or drop just right after breaking your head in the studio for hours.

That struggle was the art.

The not knowing. The frustration. The moment where you're stuck and you can't see the way forward…..and then something clicks.

That's what made creation meaningful.

With AI creation, you never really feel like that. Everything is just a prompt away. Blank pages no longer exist.

Someone who never learned can get to the same result - maybe better - just by typing a few sentences.

I love when you still have to work to be good at something, when you still have to learn. But now I'm asking myself: is it even worth learning? Will these skills matter in a year?

But it still makes me feel a bit melancholic.

It feels so much less fulfilling to generate a video than it is to shoot one yourself. I do both. From a pure emotional standpoint, it's not even close.

AI automation for your job sounds awesome. Until you realize you're automating the parts you actually love.

You thought you'd automate the boring stuff and keep the creative parts. But the market doesn't work that way.

If everyone else is using AI to create 10x faster, you can't just use it for the boring parts. You have to use it for everything or you can't compete.

So you end up automating the things that gave your work meaning. Not because you want to. Because you feel like you have to.

That's what makes this different from other technological shifts.

You can't fight a trend. It's impossible.

You can either adapt to it or you probably die. This is how change happens. This is why new market participants gain market share in these events - because the old ones don't accept the new reality.

I'm always quite fast at understanding when I have to change something. Here it's obvious.

But it's still emotionally hard some times.

Having this history as an artist makes it feel especially weird. And I think this is just the beginning of how a lot of people will feel about AI in their jobs soon.

You can already feel the loss of meaning even with these small things. It's weird.

And it's this mix of emotions. On one hand, there's this grand opportunity opening that you want to leverage, that you want to be part of.

But it's also you losing something you love.

One eye crying, one eye laughing.

That's where I am right now.

My (imperfect) plan for the future

AI is going to send a lot of unprepared people into a deep crisis of meaning and purpose. Soon.

Content creators are just the canary in the coal mine. This emotional reality - the loss of meaningful struggle - is coming for everyone whose job required skill and craft.

My plan. It's not perfect, but it's what I'm doing:

Step 1: Accept and embrace reality

AI video is here to stay. This is happening.

The question isn't "will this go away?"

The question is:

How can you leverage it? How can you find your place inside this new world?

And that's okay. You can accept reality AND grieve what you're losing. Because there are parts of our jobs that we love doing and it feels weird to accept that AI now is just better at it and we can't compete anymore.

Step 2: Decide What Skills Still Matter To You

The hardest question:

What do you still want to learn even if AI gets better at it?

Do I still want this skill even if it's less monetizable?

Sometimes the answer is yes. I still want to get better at speaking on camera. That's personal growth I care about beyond the ROI.

Sometimes the answer is no. And that's okay too.

Step 3: Whats does the AI-Maxxxing Strategy look like?

For Videos that would mean:

Get 20 SORA accounts. Post 200 AI videos a day. Compete purely on volume and scale. Slopmaxxing.

For me, that just doesn't feel like something I want to do. But it's a valid path. Some people will win big doing exactly that.

You don't have to fight every battle. The key is being honest about:

• What you're learning for yourself vs. what you're learning to compete

• Where you'll use AI to accelerate vs. where you won't touch it

• What parts of your work still give you meaning

• Whether you're willing to go full AI or not

Maybe the fulfillment shifts from the craft to the thinking, the strategy, the direction.

Maybe you create more content pieces with your ideas and let AI handle execution.

Or maybe you keep doing it the hard way because that's what matters to you.

Or maybe you go full AI and find meaning somewhere else entirely.

There's no right answer. There's only your answer.

Step 4: Find Purpose Elsewhere

If AI creation is the only way to compete, then maybe the new way of creating means less fulfillment in the actual creation process.

Maybe I can get the fulfillment feeling from something else.

Why you should be:

• Familymaxxing - deep relationships that can't be automated

• Fitnessmaxxing - physical challenges that require real struggle

• Hobbymaxxing - creating for pure joy, not output

• Aestheticmaxxing - caring about beauty in your life

• Non-monetary createmaxxing - making things with no ROI

I don't know how this plays out. But I'm going to keep creating anyway.

I'm doing long-form YouTube. I think that's harder to replace with AI. But eventually? Everything can probably be replaced. These questions matter no matter what format you choose.

I also do it because I like the process of documenting and learning the craft.

I'm very optimistic about the future. I love creating. I'll keep creating.

But I also want to be honest. Share what I actually feel. This week, I felt it. The weight of not knowing. The mix of excitement and grief.

I'll document this. The stumbling videos. The moments of doubt. Every time I wonder if I should just let AI do it. This is the experiment - figuring out what still matters when AI can do everything.

One eye crying, one eye laughing.

If you're feeling this too - the mix of excitement and dread about where AI is taking your craft - you're not alone.

A lot of us are figuring this out in real time.

Ole

P.S. Please let me know if you enjoy these commentary pieces or if you want more tactical stuff only. I enjoyed writing it.