Generative AI cannot write what hasn’t been written. 

This is a subtle but profound truth the tech industry is just fully coming to understand. 

Ask a question of any large language model – from ChatGPT to Grok go Gemini – and you notice that LLMs cannot deliver reliable answers for topics that haven’t been covered. 

Gen AI programs work well when you are researching big companies like Nvidia and famous people like Tim Cook but not at all for the obscure or unsung. 

Since there is no way humans can keep up, the somewhat counterintuitive solution to this problem is to tap Gen AI to create a vast library of digital content. 

Effectively, we need machines to write articles so other machines can read them. 

We started Pricing Culture to help solve this issue. Our company has developed an expertise in leveraging AI models to turn numbers into narrative. 

Let’s use an example to illustrate the opportunity. Perplexity, an AI search engine, is building a finance vertical. The biggest challenge won’t be the speed or depth of the LLMs that they leverage, but the lack of historical news about companies.

In many cases, these are small or mid-sized companies that were never covered by reporters at Bloomberg or Reuters or the New York Times. 

Pricing Culture is working on addressing that gap by writing news articles based on earlier corporate filings. It’s a way to backfill the historical corporate record with “news.”

Remember: Generative AI cannot write what hasn’t been written. 

The importance of specialized content was driven home by the recent announcement by DeepSeek, a Chinese LLM, when it said it had unveiled a high-performing open source large language model at a fraction of the cost of the version created by OpenAI. 

The DeepSeek announcement signaled that model enhancements will continue to come fast and furious, each leap-frogging the previous one and driving down computing costs.  

Developers and enterprises seeking to build moats around their applications will rely less on model performance and more and more on the quality, reliability and comprehensiveness of their content. 

We encourage developers and enterprises to reach out to me or my co-founder Bhargav Shivarthy to find out more of how we can help.