{"id":18228,"date":"2026-08-16T11:13:44","date_gmt":"2026-08-16T09:13:44","guid":{"rendered":"https:\/\/2be-markenmacher.de\/2026\/08\/16\/we-dont-have-a-content-problem-we-have-a-harmony-problem\/"},"modified":"2026-08-16T11:13:44","modified_gmt":"2026-08-16T09:13:44","slug":"we-dont-have-a-content-problem-we-have-a-harmony-problem","status":"publish","type":"post","link":"https:\/\/2be-markenmacher.de\/en\/2026\/08\/16\/we-dont-have-a-content-problem-we-have-a-harmony-problem\/","title":{"rendered":"We don’t have a content problem. We have a harmony problem."},"content":{"rendered":"<\/span> 6<\/span> Min.<\/span><\/span>

It\u2019s never been easier to produce content. A few bullet points, a good prompt, and a few seconds later, your first LinkedIn post is ready. The newsletter follows right after, the same content is turned into a blog post, and, of course, the accompanying image can also be generated using AI. Convenient? Absolutely. <\/p>\n

Here at 2be, we use AI ourselves every day and wouldn\u2019t want to do without many of these capabilities. It helps us with research, structuring, drafting, visualizing, and thinking things through. But the easier content production becomes, the more apparent the flip side of this development becomes: We\u2019re producing more and more\u2014and much of it looks and sounds increasingly the same. <\/p>\n

When Everyone Suddenly Becomes a Content Creator<\/h2>\n

Generative AI has dramatically lowered the barrier to entry for effective communication. Today, it no longer necessarily takes several hours to produce a first draft of usable text. Even a professional-looking image requires neither a photo shoot nor years of experience with Photoshop. This opens up enormous opportunities for companies, and small and medium-sized businesses in particular can now publish content regularly, test ideas more quickly, and showcase their existing expertise with significantly less effort. <\/p>\n

The problem, however, arises when AI is no longer used merely as a tool but as a source of ideas for everything.<\/p>\n

\u201cWrite me a LinkedIn post about digital transformation.\u201d
\n\u201cCreate a modern image on the topic of innovation.\u201d
\n\u201cList five benefits of AI for small and medium-sized businesses.\u201d<\/p><\/blockquote>\n

The result is often perfectly fine. And that\u2019s exactly the problem. Because thousands of other people can ask the same questions and receive answers structured in a similar way. This AI uniformity is now not only readable but also visible: Anyone who regularly scrolls through LinkedIn, Instagram, or company blogs will have noticed certain patterns by now. <\/p>\n

For written texts, these include the familiar opening lines, short paragraphs, lists of three points, five key takeaways, rhetorical questions, and major insights at the end.<\/p>\n

But this same effect is increasingly evident in images and graphics as well. Certain illustration styles keep cropping up. People are depicted standing in front of glowing interfaces. Brains are combined with digital networks. Light bulbs symbolize innovation. Rockets represent growth. Added to this are similar icons, color gradients, lighting effects, and design elements. <\/p>\n

Of course, there\u2019s nothing wrong with that at first. But if ten companies use the same visual elements, everything eventually starts to look the same; nothing stands out anymore. Sure, all the facts are there, but the wit and individuality are lost. <\/p>\n

What begins as linguistic consistency in text can quickly extend to the entire brand identity, and that\u2019s when a practical AI tool turns into a brand problem.<\/p>\n

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Perfectly designed, yet forgotten<\/h2>\n

Generative AI is excellent at creating new content based on existing patterns. That\u2019s exactly why it quickly produces results that look and read like professional work. <\/p>\n

But professional doesn\u2019t automatically mean distinctive; a perfectly crafted post can still be forgotten after just a few seconds. A technically impressive AI-generated image can still look just like a hundred other images in the feed, and a well-designed campaign can still fail to establish any connection to your brand. <\/p>\n

The key question, therefore, is no longer simply, \u201cCan we create this content using AI?\u201d but rather,\u201cWhy should this content clearly come from us<\/strong>?\u201d<\/p>\n

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A brand needs more than just a good tagline<\/h2>\n

This statement is becoming increasingly important for brand communication, because a brand isn’t created simply by making every single element look perfect. It is created through recognizability, personality, and consistency. <\/p>\n