The endgame will be where content won't have to be pre-written anymore but where you'll have access to a system that can write any article you ever wanted, play any music you might fancy, create any movie you've ever missed and teach you anything you like your way. The singularity is still a bit further down the road though. In the meantime though AI supported writing will empower many folks with great ideas but no writing skills to bring their message across as well. There will be a huge wave of much more content coming soon before content will get instantly tailor made for you later on. In order to stay relevant, focus on having better ideas, stronger messages and more relatable and engaging content in the end.