What is a webinar in the age of AI?

It’s a blog post. And a podcast. And a video. And a meme.

Let me explain.

For many webinars, I’ll send a notetaker in my place, a robot to record the conversation & summarize it in the way I ask. A personal journalist in a sense.

Instead of watching & listening to a conversation, I’m transmogrifying the subset of the content that matters to me into the format I prefer : a summary in a template, in other words, a blog post.

Then I can interrogate my robotic journalist : did the speakers mention account-based marketing in the call? Which customer names were referenced? What technologies is the vendor using?

I could also have produced a podcast from it using NotebookLLM. Listen to this post as a podcast here for example.

Or memed it.¹

Or generated a training video from it.

With AI, the audience reconfigures the content. Nowhere is this more prevalent than GenAI search in which web posts are ground into digital pulp and reconstituted into a synthetic answer - a digital hot dog.

This upends marketing. The recipient chooses how to receive their content : the format, the length, the depth, the sophistication - not the marketer.

Because the reader can choose whether to add sauerkraut or hold the mustard, the question isn’t whether your content will become someone’s digital hot dog — it’s whether you’re providing premium ingredients or filler.

¹ I don’t know if I’ve really captured the essence though! Send me a better one if you’re inspired.