When I say editorial, I mean a publication, a platform for corporate storytelling that is distinct from (though complementary to) what you think when you think content marketing. It is not: Homepage > Resources > Blog > "8 Tips for Better Remote Collaboration." It's something that can usually be traced to a couple reasons for existence: **Product loyalty plays.** [Stripe & Stripe Press](https://joincolossus.com/episode/winter-the-story-of-stripe-press/). Amex & Resy. Chase & The Infatuation. These companies bought or built editorial arms because content compounds customer relationships in ways that product features alone can't. When your product is commoditized - as often in financial services - the conversation is the moat. **Founder belief regardless of market conditions.** Someone at the top believes in it so deeply that they'll back it up to investors even when the metrics don't immediately justify it. After all, it's their job to make that case. AI has re-leveled the field because most companies are starting at the same place again. Nobody knows how to talk about this yet. The selling point is some iteration of "Our AI-enabled product frees you up to do your _real_ work." It applies to market leaders too - the latest [ChatGPT ads](https://www.adweek.com/brand-marketing/openais-biggest-ad-push-yet-brings-chatgpt-into-everyday-moments/) remind me of TikTok's search ads. Cinematic in style, showing how technology helps us be more present in our "real" lives. I did appreciate Anthropic's "[Keep thinking with Claude](https://www.youtube.com/watch?v=FDNkDBNR7AM)." So did a YouTube commenter: "instantly gained my respect, i love the creativity of the ad, but mostly the music choice. R.I.P MF DOOM" Claude may be onto something, but even they must carve their way out of the mainstream malaise of the AI narrative. Freeing up our time for "better" work is still a productivity narrative disguised as worker empowerment. It's still in primary service of corporate growth - helping companies make more money in the name of creativity.