17 June 2026 · AI · Content Strategy
Everyone talks about prompting. Nobody talks about editing.
It's almost Midsummer.
Which means my Canadian friends and acquaintances are asking the annual questions:
"Is Midsommar based on real events?"
"No."
"Do you live in Switzerland?"
"Also no."
For anyone wondering, Midsummer is mostly flowers, herring, schnapps, and adults singing about frogs.
Then I came across an AI-generated video about Sweden.
And something about it felt off.
The tram sign was wrong.
The woman was mouthing an AI voice.
The lighting was questionable.
The fabric appeared to have resigned from gravity.
So I recreated the image.
Not because I'm anti-AI.
I use AI every day.
I've also created some absolutely terrible AI content myself.
The difference is that most of it never leaves my laptop.
That's what I find interesting about the AI conversation.
Everyone talks about prompting.
Nobody talks about editing.
Or deleting.
Or looking at something and saying:
"Nope. We're not posting that."
The skill isn't generating content anymore.
The skill is knowing when the content still needs work.
Because "AI made it" and "it's good" are two very different things.