Omri Marcus, a creative strategist and a pioneer of Agentic AI in the writers' room, appeared on Kan 11's culture show and spoke about the effect of AI on film, literature, and music. His central claim in one line: today the cheap thing is creation itself, and that carries a social price.
Why Creation Became the Cheapest Thing
According to Marcus, at the click of a button a machine can generate a hundred films, a thousand novels, and countless songs. Until recently, production itself was the bottleneck, and it demanded time, money, and talent. Now production is almost free and available to nearly anyone.
The result is that the volume of content in the world is growing at an unprecedented pace. This abundance sounds like good news, but it also floods us and makes it harder to tell what truly deserves attention from what is merely noise.
What the New Skill Is in an Age of Content Abundance
Marcus stresses that what the machine cannot do is tell you which work is worth your evening. Choosing, filtering, and taste are exactly the part that now becomes central.
In the past, the very ability to produce quality content was the hard part. Today, he says, that is the easy part, and the real work is to choose, to curate, and to point to what is meaningful. It has shifted from the first step on the path to the core of the job.
What This Means for Businesses and Content Professionals
Marcus's point is relevant to anyone working in content, marketing, or media. When everyone can produce everything, competitive advantage moves from whoever produces the most to whoever knows how to choose well and add value for the audience.
The value content professionals need to develop is judgment, curation, and the ability to recognize quality. These become a profession in their own right, not just a technical step on the way to the output.