Cheap AI has made ideas more expensive than ever
Jonas Ander · 2026-10-26
When everything can be copied, the idea is worth more. Jonas Ander's op-ed in Dagens Opinion, and his call to business.
KontentPlus founder Jonas Ander has an op-ed in Dagens Opinion (in Swedish) about what AI does to the value of an idea.
He starts with STORM, the music video by Yung Lean and Gener8ion. Director Romain Gavras and choreographer Damien Jalet built every move by hand and shot 66 dancers on analog film. Shortly after the premiere, AI copies started to spread, with celebrities and animals in place of the dancers.
His point: when anything can be copied almost for free, the one thing that can't be, the idea, is worth more than ever. A company that only uses AI to make more of what nobody asked for hasn't gotten anywhere. It has just made the noise cheaper.
He ends with a call to business: put part of what AI saves into artists, without asking for anything back.