What Happens When Everyone Writes the Story?

AI is shifting from innovator to scapegoat in a stunning fashion

Last week, Forbes released their 2026 B2B predictions. And this one produced an eye roll so large that Liz Lemon would have been proud.

Employees outside centralized content teams will create two-thirds of content. The days of centralized content teams owning the full production cycle are numbered. GenAI and creative tools are putting content capabilities directly into the hands of employees. By the end of 2026, traditional content teams will no longer create two-thirds of content in B2B organizations. This shift offers speed and scale — but also introduces risk. Leaders must equip employees with decision frameworks, training, and guardrails or risk diluting their brand and degrading CX.

Say what now?

I hate to break it to them, but… the centralized content team hasn’t owned the full production cycle in the 20+ years I’ve been in the business.

In fact, they likely haven’t owned the “full production cycle” since the first time a PMM opened PowerPoint and said, “Don’t worry, I’ll make the slides myself.”

I just wrapped a stint helping PMMs write their own presentations. Not because AI told them to, but because that’s what happens when deadlines and “just a few tweaks” collide.

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If you’ve ever been stuck mediating a brand-vs-sales deck war, this is the part you’ll want to read.
Behind the paywall: what really makes decentralized storytelling work and why the best content leaders stopped chasing “control” years ago.
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