The Rise of the Fakes (517)
Joe Pulizzi is back from London—and he’s got a story that will change how you think about the future of creation.
After traveling overseas (yes, to watch the Browns lose again), Joe and his wife attended ABBA Voyage, a virtual concert where lifelike digital avatars of the legendary band perform with a live orchestra. The experience was so real, so emotional, that it sparked a powerful realization: the line between real and fake content has officially disappeared.
In this episode, Joe explores:
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Why audiences no longer care whether content is created by humans or machines
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How ABBA Voyage and new AI tools from Meta and OpenAI point to a future where creators can “live forever” through data and digital models
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The profound opportunity this new world presents for independent creators
Joe argues that while AI-generated “fakes” are on the rise, nothing can replace a real human who takes ownership of their work, their audience, and their meaning.
This episode connects deeply to the message behind Burn the Playbook:
In a world where everything is automated, authentic ownership is your unfair advantage.
Listen in and ask yourself:
Would you rather connect with the reals… or are you ready to embrace the fakes?
👉 Get my new book Burn the Playbook: https://www.joepulizzi.com/books/burn-the-playbook/
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