1
Popularization. Sometimes democratization.. Diversity, or every Tom, Dick, and Harry.
Each has a different meaning, but there is a common thread. And that common thread belongs to a mega trend of personalization or objectification.
2
From royalty to nobility, then through civic movements, politics shifted from an unwritten code into a domain accessible to ordinary people.
The popularization of art turned painting, popular songs, and celebrities into a market accessible at the individual level.
The market itself is no different.
3
The manufacturing sector still hasn't gone there.
The IT sector hasn't either, yet.
But this domain is being cautiously shaken by AI.
That doesn't mean the agency layer itself is collapsing.
It's just that its density is dropping and its categories are splitting.
Like the Antarctic ice that seemed it would never melt is now melting, a kind of cracking is taking shape.
AI-based personalization or objectification will further subdivide segments 1 and 2 and slice them into individual units,
and it looks like it will create a new fracture in segment 3, which has scale as a prerequisite.
The kind of situation we recently saw - where individual YouTubers broke through mass media, and where famous celebrities under management agencies now envy those individual YouTubers - will occur more variously across industries 1, 2, and 3.
As this situation goes mainstream, large-scale companies will resist by structuring their revenue models as services (SaaS) rather than products as much as possible.
Then, what should the individual themselves, the individual belonging to segments 1, 2, and 3, prepare for?
Beyond scale and category, they must enter an industry and become one of the components of the market. And in that field, that industry, they must work with AI.
If the consumer-facing approach in the past, the vlog grounded in the everyday life of the individual, played the role of a mediator between the market and end users, this time the situation has come where the individual themselves can - or must - become the market. It's the so-called C2C situation.
Of course, this doesn't mean existing large enterprises or mass media are disappearing. They exist in parallel. Just as right now everyone in the world seems astonished by AI, the actual world - in a neighborhood supermarket out in the provinces - is still living a sufficiently rich life with an analog way of life that you'd never have imagined.
Just as there are now so many influencers, when AI-powered individual markets (ones that don't depend on Web 2.0) and the C2C market grow, this is when communities will inevitably draw attention again. Just as the 0 that returns after passing 1, 2, 3 - and sometimes -1, -2, -3 - is different from the previous 0, the community we re-encounter will be operated with a slightly different texture from before.
