entrepreneur.com · 21 Sep, 20:04 · Business briefing

I’ve Built Websites for 25 Years. Here’s How I’d Make a Business Stand Out in an Internet Full of AI Slop.

An experienced web developer with twenty-five years in the industry outlines strategies for businesses to distinguish themselves amidst widespread artificial intelligence-generated content.

What it means for you ↓ Courses for this story

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The briefing

The story
in brief.

What happened, who it affects, and why it landed on our intelligence desk — in plain English, sixty seconds or less.

An experienced web developer with twenty-five years in the industry outlines strategies for businesses to distinguish themselves amidst widespread artificial intelligence-generated content. The article argues that as the internet becomes saturated with low-quality automated material, human-centric design and authentic storytelling become critical differentiators. It suggests that professionals must prioritise unique value propositions and genuine user engagement over mere volume. The piece serves as a practical guide for maintaining brand integrity and visibility in a crowded digital landscape, emphasising that technical proficiency alone is insufficient without a clear, human-driven narrative strategy.

Employer demand for Digital Marketing skills — indexed growth since 2019
Indicative index of skill mentions in professional job postings for the field this story moves (2019 = 1)

Your move

What this means
for your career.

Every headline redistributes opportunity. Here is who this one rewards — and how to be on the right side of it.

You must pivot from generic content production to strategic differentiation. As AI lowers the barrier for entry, your ability to craft authentic, human-centric narratives becomes your primary competitive advantage. Prioritise skills in brand strategy and user experience over basic copywriting. You should audit your current output for originality and emotional resonance. Invest in understanding consumer psychology to create content that algorithms cannot replicate. Focus on building trust through transparency and unique insights. Develop a personal brand that highlights your specific expertise and perspective. Avoid competing on volume; instead, compete on quality and connection. This shift demands deeper analytical thinking and creative problem-solving. You must position yourself as a curator of meaningful information, not just a generator of text. Embrace tools that enhance rather than replace your unique voice.

For this story, the fields that convert it into pay are Digital Marketing, Strategic Marketing, AI Strategy and Innovation — exactly the programmes matched below. The chart shows the indicative salary uplift certified professionals report in each of those fields; every one of them is a click away, from £79, finishing in as few as 20 days.

Indicative salary uplift in the fields matched to this story
Indicative ranges from published continuing-education salary studies, by field — each field is a recommended course below

Matched to this story

Enrol in these
to benefit.

These programmes position you for exactly this shift — online, self-paced, and finishing with a verifiable certificate you can share the day you pass.