Recently, I wrote an article about choosing not to participate in the war of attrition that is AI-driven rewrite competition. It was about the decision to avoid constantly reacting to competitor movements.

/en/journal/sandbox/ai-rewrite-competition-and-my-choice

After writing that article, I continued reflecting and something new emerged. This may be a somewhat scattered piece, but I want to capture my current thinking.

The Future That Emerged from Reflection

While considering the idea that "the cost of rewrite competition will increase without limit," I felt something was off.

By that time, we'll be in the age of automated rewrites.

Google Search Console, LLMs, and blogs will be integrated—detecting when articles drop in rankings, analyzing competitors, generating optimization proposals, and automatically updating content. 24/7/365, rewrites will run continuously without human intervention. The only costs: machine time and API fees. Human labor cost: zero.

The moment I saw this structure, I thought: "This is a dead end."

The Machine vs. Machine Game

What happens when automated rewrites become the norm?

Search results will fluctuate hourly. The same LLMs produce the same optimal solutions, so every site's articles converge toward similar content. Differentiation becomes impossible. In homogenized search results, users feel "they all say the same thing."

This is not a game for humans to play.

Two Rewrite Strategies

I believe avoiding AI is no longer an option going forward.

The question is how to use it.

When I think about it, there are two approaches to rewrites.

The first is competitor-driven rewrites. Triggered by ranking drops or competitor moves, AI automatically optimizes content. The AI is in control. As a result, articles become homogenized.

The second is learning-driven rewrites. Triggered by changes in your thinking, new experiences, or reader feedback, humans decide "what to convey," and AI assists with articulation. Humans remain in control.

The former is "external optimization." The latter is "internal evolution."

My choice is the latter.

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How Will Google Respond?

When automated rewrite competition accelerates, search results become homogenized, and user satisfaction declines.

This is a problem for Google itself. So I believe Google will respond. They'll develop technology to distinguish the "quality" of updates—whether it's just rephrasing or genuinely adding new information and perspectives. They'll strengthen author attribution—"who wrote this?" They'll emphasize user behavior signals like dwell time and repeat visits.

In other words, what gets rewarded: articles with new insights and experiences, articles where the author's voice is visible, articles users spend time reading, articles others reference and cite.

Articles mass-produced through automated rewrites struggle to meet these criteria.

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Where Value Still Remains

On the other hand, there are areas where value persists even in automated rewrite competition.

Information where freshness is paramount.

Legal and regulatory changes, latest tech developments, statistical data. For this information, being up-to-date is the value. Once outdated, it becomes worthless. "Who wrote it" matters less than "what's written." These articles are well-suited to automated rewrites.

In other words, automated rewrites win in the domain of factual information and commoditized information. Human-driven approaches win in the domain of perspective, interpretation, experience, and narrative.

Even with the same topic, the playing field changes depending on the angle.

Stepping Out of the War of Attrition

Those who participate in automated rewrite competition enter an endless war of attrition.

24/7/365 competition. Rankings won are lost in an instant. No rest, no stopping. No differentiation possible. The same LLM produces the same optimal solutions, so even hard work results in "same as everyone else." The cost invested remains constant, but the value obtained continues to decline.

"Why am I even doing this?"—a sense of emptiness.

I decided not to stand on that battlefield.

Choosing a Different Game

I believe that as automated rewrite competition accelerates, the scarcity value of "articles written by human thought" will increase.

Don't participate in the machine vs. machine game. Make "this person's perspective" the axis of differentiation. Build traffic sources beyond search.

It may seem "inefficient" in the short term. But I have a hypothesis: when I look back five years from now, I'll think "that decision to step out of the competition was the right one."

Of course, this is a future prediction, so it's not certain.

Google may fail to improve its algorithm. Search itself may become obsolete. But in any scenario, I believe a strategy that triggers on "changes in your own learning and values" will survive.

I didn't step out of the competition—I chose a different game. That's how I see it.

What game will you choose?