Taste, guts and receipts

Log out of ChatGPT. Not forever. Just for the length of this column. You can log back in at the end. I’ll tell you what to do differently. One of the most-followed executives in mortgage just paid a top LinkedIn voice a few thousand dollars to spend eight weeks teaching him how to have AI produce all of his content. He couldn’t wait to tell me. The great averaging of mortgage content The biggest names in this industry were rarely self-written to begin with. Ghostwriters, coaches, monthly services where a professional writer sits with an executive, pulls the real thinking out of them and shapes it into posts. They built half of the recognizable brands in the mortgage industry, and some of them still run that way. The rest have quietly swapped the writer for a bot. Tela Mathias runs PhoenixTeam, which built and operates the Mortgage Bankers Association’s AI Mortgage Change Champion program. I asked what’s going wrong. “We call that phenomenon the great averaging. All of the foundation model providers are trained on essentially the same body of knowledge. They will produce, all things being equal, basically the same result.” A lender could build the same website with six different mod...