The Search Singularity: Revisiting a Prescient Warning

In August 2021 — more than a year before ChatGPT burst onto the scene — Ryan Law warned about the impending "search singularity" — a moment when AI-generated content would flood the internet, fundamentally changing content marketing.

It's striking how accurate Ryan's analysis is when you read it today:

?? The rise of AI writing tools: Ryan predicted intelligent algorithms would soon be able to "pump out truly mind-numbing volumes of content." Fast forward to 2025, and we're seeing exactly that.

?? The challenge for search engines: He foresaw that "every article will see competition from hundreds, if not thousands, of other articles," making it harder to stand out.

?? The importance of information gain: Ryan emphasized creating content that adds new information to the conversation — a strategy that's more relevant today than in 2021.

Some specifics have changed, but the core message remains intact. Here are three takeaways you can still follow in 2025:

1. Focus on unique insights: AI can remix existing information, but it can't (yet) conduct truly original research or interviews. Your firsthand experiences and expert insights are your greatest differentiators.
2. Diversify beyond search: As SEO becomes more competitive, add other channels and formats like thought leadership content, email newsletters, and podcasts.
3. Create experiences, not just information: Even if AI can match the facts in your content, it can't (yet) replicate your storytelling ability or the unique way you present information.

Read the full article to see how amazingly prescient Ryan's observations and recommendations were.

What We're Thinking About

Is human-level artificial intelligence closer than we think?

Wharton Professor Ethan Mollick writes, "Researchers began speaking urgently about the arrival of supersmart AI systems… Not in some distant future, but imminently. They often refer to AGI—machines that can outperform expert humans across most intellectual tasks." Similar signals are coming from OpenAI CEO Sam Altman, Anthropic 's CEO Dario Amodei, and Exa 's Founder and CEO Will Bryk.

A bright future for writing with AI

Read the "Lex Annual Letter: Why Don't More Writers Use AI?" if you're not sure about using AI in your work. Nathan Baschez , CEO and Founder of AI writing tool Lex, shares ideas on AI and writing, when to use it and when not, and might just inspire you to write more (with Lex ??).

?? We interviewed Nathan this morning for a new season of the Animalz podcast — stay tuned!

Gonzo marketing is your moat against AI

In a piece for Ahrefs , Ryan provides the antidote against AI-generated fluff: become part of your story, much like Hunter S. Thompson did with his gonzo journalism. Ryan recommends companies dedicate more time to research and experimentation, prioritizing "doing things worth writing about" over just writing.