The Rise of Context Creators in the Age of AI

Prathamesh Krisang
2 min readNov 24, 2023

The world today does not need “content creators”…

But there is a better career option for content creators…

If you are terrified about the power of AI, this might be an important post for you. Allow me to introduce a new potential career for content creators in the world of AI.

ChatGPT by OpenAI is now able to churn out mind blowing content which you cannot differentiate from a human. It can also write code and give you ideas for content you could never think of.

And it’s only going to get better from here. Don’t fight it. You’ll be fighting a losing battle.

So what do you do now?

First step, stop looking at yourself as a “content creator”.

I saw this coming 5 years ago as a filmmaker with multiple awards and a decent career in front of me. But the speed at which the financial value of my skills were getting deflated was not making me happy.

I had to make a conscious decision to switch my identity.

The first thing I did was stopped looking at myself as a “Content Creator” and started looking at myself as a “Context Creator”.

What is that?

For a human mind, unlimited = noise.

When information is cheap, attention becomes expensive.

The job of a “context creator” is to create signal in the middle of this noise of unlimited supply.

As a Context Creator,

You polish your skills of asking better questions & help your tribe come up with the right questions to ask that leads to progress

You gather insights about human behavior and why people do what they do. And not about how to use that latest copywriting hack or master that Photoshop technique.

What affects our lives and businesses is human behavior, not the tools.

In the world of unlimited, you help your tribe focus on the constraints.

You study and practice storytelling.

You develop ideas that help your tribe make sense of a rapidly changing world.

You are a curator first, and creator second.

You create context, in a world full of content.

You use content merely as a medium to create context.

The world today does not need more “content creators”, it needs “context creators”.

What is your definition of a “context creator”?

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