These ethically challenged go-getters are bumping up against limits and questions that will soon feel familiar to everyone.
On these dilapidated outskirts of the internet economy, where the pursuit of money is uncomplicated, content is just content, ethics are for suckers, the AI revolution can’t happen soon enough. “We can consume ten times the information and produce ten times the output,” says YouTuber Alex Hormozi in a video titled “Get RICH in the A.I. Revolution ,” “which is a 100x increase.
It’s not much of an overstatement to say that hustle culture has adopted AI in almost religious terms; it is, in the broadest possible sense, a faith-based community led by charismatic preachers. Most online hustle influencing, as described by Rebecca Jennings, draws from a long tradition of self-help gurus who make money by “telling other people how to replicate their own business successes” while cultivating their inner selves.
Their theology, such as it is, combines familiar ideas about working harder and smarter with an emphasis on a very particular sort of masculine self-improvement and a generally ruthless view of other people, who are either predestined to wage slavery or deservedly stuck there as a result of their own laziness. Its exhortations tothan everyone else are interspersed with, basically, hacks: shortcuts and secrets with which to beat and ultimately escape the system.
That most of these schemes don’t work most of the time didn’t matter before, and it doesn’t matter now that they use AI. ChatGPT, a tireless companion that promises to do the grinding for you, makes the story sound more plausible and shores up the fantasy. When Greathouse Fall asked GPT-4 for a business plan for the company he was letting it create, it extracted from its training data precisely the sort of paper-thin scheme that has sustained low-end hustle content for years:Set up an affiliate marketing site making content around Eco Friendly / sustainable living products. It initially suggested a .com that went over budget but we landed on
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