We want to own our narrative of who we are.

Famous people lost this ability a long time ago.

But as the internet continues to speed up it's coming for the rest of us too.

The time honored tradition for people who have become famous for a bad reason (e.g. an embarrassing story) is to generate lots of neutral to positive stories to drown it out.

This is like sending out a cloud of chaff to obfuscate the story you don't want others to hear.

AI now makes generating this kind of chaff significantly easier than ever before.

This will create a background noise level that is cacophonous, and finding real information will get increasingly difficult.

In some ways, this is postmodernism to the terrifying extreme: not just "we can't sort through which things we agree are true" but "actively generating false content to signal jam the real world."