LAGOM Insights:
Thought Sparks for
Business Success.

In 2026, we are experiencing a high-speed phase of content production.

Timelines are crowded, feeds are loud, everything happens instantly. AI ensures that we write, scale, and publish faster. But the more we produce, the more similar the content becomes. Every prompt leads to predictable results, which means content is rarely surprising.

Fast food content is cheap, everywhere, immediately available, and fills you up without nourishing you. It is rich in quick calories (reach, impressions, click-throughs) but poor in nutrients (thoughts, perspectives, differentiation).

The result is marketing diabetes:

• Sugar: short-term peaks (likes, views) instead of long-term relevance.

• Insulin resistance: Target groups become numb; messages need more and more stimulation to still have an effect.

• Cravings: We produce even more to maintain the same metrics – and exacerbate the problem.

When everything becomes more probable, the central question changes. It is no longer: “How quickly can we release something?” But rather: “What is it even worth publishing?” Convenience is king

Today, content is often viewed as a pipeline. A briefing is quickly written, a generic prompt is formulated, and the output is scaled across all channels, whether it makes sense or not. We optimize throughput times and pay no attention to penetration.

Prompt replaces process. Variation replaces version. Probability replaces personality.

The effect is that we produce mass content without depth. Content that naturally gets a lot of clicks, but doesn't trigger anything in us. Content that floods our feeds and degenerates into meaningless existence, but neither stays in our minds nor touches our emotions. The great danger for brands is that they lose themselves in the diversity of content. There is a risk that brands will gradually lose part of their identity, their brand essence. It becomes more interchangeable and loses its flavor under constant mass production.

Illusion of impact: Last year's illusion is that AI solves the creative problem and empowers everyone to work magic. This year's disillusionment is that AI reinforces what is already there. Good strategies become more focused, while weak strategies simply become faster. A clear position can become more visible with AI. An unclear position becomes louder with AI, but not better.

Here, too, the question is not “How much AI do we use?” but “Where does AI demonstrably increase impact?” The test in content marketing is not “more,” but “more pointed”:

Fewer channels, clearer messages, consistently repeated. Fewer formats, more form. Less “always on,” more “targeted”

It is not the most active brands that will win, but the most focused ones. Not those that play on everything because it increases the probability of a hit and makes the KPIs shine. It's about developing a strategy, making a decision, and bringing depth back into the trivial. Being courageous when it comes to subject matter, aspiration, attitude, and depth. Celebrating your own identity and the core of what makes a brand what it is.

From our point of view, content has always been a craft: research, attitude, form, and smart ideas. Craft is not nostalgia, it is pure economics. A smart and sharp idea has a half-life. It can be easily translated into other formats. In talks, threads, slides, videos, decks. It creates reference points that can be referred to and built upon. Craftsmanship reduces production costs in the long term because it creates reusability through substance.

The loudest answer is rarely the best. Impact is created when brands separate appeal from relevance and transform pure output into orientation. This clarity gives rise to quality decision-making: what to delete, what to condense. An external sparring partner provides an objective view.

Fast food content fills brands up, but doesn't make them strong. Marketing diabetes is the symptom that remains when the kick has worn off. The cure? Craftsmanship, clearly formulated, precisely documented, recognizably told, and AI as an amplifier rather than a creator of ideas.

Fewer calories, more nutritional value, less noise, more clarity.