Artificial intelligence is pushing investors away from digital and toward physical, “analog” businesses as digital content becomes easier to produce and harder to trust, according to serial entrepreneur Gary Vaynerchuk. .
“I think we’re about to see the explosion of analog,” he said on the technology podcast “TBPN” released on April 24. “Extreme AI is creating extreme analog.”
AI Lowers Barriers — And Raises Competition
AI tools are reducing the cost of creating content and building brands, making it harder to stand out, Vaynerchuk said.
“The cost of entry is zero,” he said on the podcast. “Everyone will make content… at a level that would have been impressive 10 minutes ago.”
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That shift is compressing traditional advantages, he added. Tasks like product photography or marketing creative, once signals of quality, are now widely accessible.
“There’s always going to be a timing game,” he said, comparing AI adoption to earlier technological shifts.
The ‘Barbell’ Strategy: Digital And Physical
Vaynerchuk said AI is creating a “barbell” effect, where both highly digital and highly physical businesses outperform. “I think in the next 10 years… it’s going to feel like 2050, which is actually bringing the rise of 1950,” he said.
He pointed to growing interest in physical retail, live events and collectibles.
“I could not be more interested in physical retail, in event-driven businesses, in concerts and venues,” he said. “This is a counter move to the insanity of AI advancements.
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Trust, Authenticity And The Limits Of AI
Advances in AI-generated video also make it difficult to distinguish real from fake content. “We’re within a half decade of not believing a single video on the internet,” Vaynerchuk said.
Concerns about deepfakes and synthetic media have been growing as AI-generated content becomes more realistic, according to media reports.
That erosion of trust could create opportunities for physical experiences, where authenticity is easier to verify. “People are starting to do counter behavior… consciously and unconsciously,” Vaynerchuk said.
Where Investors Are Placing Bets
Vaynerchuk said he is already positioning around the shift toward physical and experience-driven businesses.
“I’m very aggressive on alternative sport investing,” he said on the “TBPN” podcast. He pointed to investments in pickleball, padel, Slamball, the Unrivaled three-on-three basketball league and the Sailing League as examples of areas benefiting from growing demand for in-person experiences.
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He also highlighted opportunities in scaling local businesses and reinventing physical formats. “People want to go physically out and eat instead of just doing delivery,” he said.
Identifying Opportunities is Key
For entrepreneurs and investors, the key is spotting the opportunities AI creates, Vaynerchuk said.
“I think any real entrepreneur… is curious about what AI at scale is going to create opportunity for them,” he said.
“Humans correct themselves,” Vaynerchuk said. “The adaptability of the human race …
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