The other night my husband and I were hanging out before bed, winding down and scrolling on our phones as we do, and he says to me “Oh, they’re moving the new Destiny expansion back to June,” disappointment dripping from his voice. I look up at his tone and go “Okay, so?” With a huff of annoyance (at Bungie, not me), he explains that the game hasn’t had any new content since September of 2025, and this update means waiting even longer. A thought started to tickle at the back of my brain. It’s just mid-February, that hasn’t even been six months ago. I say as much and, still annoyed (at Bungie!), he explains how players have been through the September content over and over again already, and that this delay means the player base is going to fall off in a drastic way. People are bored, so they’ll leave and they won’t come back. The gaming industry is a dumpster fire these days. If the player base on a 12 year old game declines enough, the suits at the top will pull the plug.
My favorite band has announced going on a “pause.” Even now that I’m no longer on TikTok, I can still hear the anguished cries of the fandom, crying out in agony that they’ll starve while Ghost takes a well earned break. I am a relatively new fan of Ghost’s. Their album Impera came out in 2022, and I fell in love with “Call Me Little Sunshine” in mid 2023. To sum up how busy this band has stayed, they released Impera in 2022, Phantomime (a collection of covers) in 2023, had the Impera and ReImperator tours, released a feature film in 2024, their album Skeleta in 2025, and have been doing the Skeletour since mid 2025. That’s a lot in a three year span for a band. Most of my favorite bands go at least three to five years between releases. And yet there are sections of the Ghost fandom that are saying that’s not enough. You can’t take a break. We need more content. In my opinion, that entitled section of the fandom are the ones who came in through the TikTok doorway when “Mary on a Cross” went viral over there, but I digress.
As a writer, even a hobby writer, existing in spaces online where my peers are working towards publication and building their platforms to make a career out of selling the books they wrote, one concern and fear I hear a lot is how fast publishing moves these days. Especially in the indie space, there has become an expectation that you publish multiple books a year to stay relevant. If you can’t meet that pace as a writer, you won’t do well with Amazon’s algorithm. Reader spaces online are fickle and will move on if you don’t release fast enough.
These three things have come together to make me wonder at how entitled we’ve grown as a society to entertainment. We need more, we need it bigger and better, and we need it now! If you can’t meet that demand and work at that pace, you will get left behind by the algorithm as people move on. Is this a symptom of our attention spans? Of everything being digital? A favorite book on a shelf is a physical reminder that it exists, and that you look forward to the next release. An ebook, however, gets pushed to the bottom of your kindle library, or returned if it’s a Kindle Unlimited title, and you forget it exists. Out of sight, out of mind. We can also see this with digital music and digital only games. The various entertainment industries in question here are absolutely saturated with competitors dying to claim your attention, and we end up moving from thing to thing at a pace that is almost unprecedented. Now, here is where my fear as an observer of this phenomenon comes in.
When creators, be it writers, musicians, game creators, artists, etc, cannot keep up with the pace of output that the algorithm demands to stay relevant, in increasingly difficult to survive industries, how long do they hold out before handing over their process to Artificial Intelligence to speed things along? Maybe at first, it’s just a quick aid here and there for formatting a book, or to find another word to use in that one line of the song that’s proving difficult. How long until that snowballs though? We are already seeing it happen in video games, with the suits insisting coding be done by AI, replacing human hands that in theory, don’t move as fast. It may still make errors now, but they say AI is improving by leaps and bounds so that will not last forever. Where do we draw the line on a cultural scale? Where do we stop and say, no. This is human creativity, it takes what it takes to get done; and human creativity is not a machine, it needs rest and recovery.
I was recently served an ad on YouTube where this bright eyed woman told me that romance novels are on fire right now and an easy way to make money, and that she can help you publish books and establish your platform as an author within weeks, no writing experience needed. The ad never explicitly comes out and says it, but you know it’s AI generated books. I normally skip ads as soon as possible, but this one stunned me so much that I sat and watched the whole thing. I grew furious. This is what’s being normalized now, a perversion of something I consider a piece of my soul in the name of profit. As a writer AND a reader, I am absolutely furious that this is happening, and it is part of why I will not shut up about being anti-AI.
As things move along with AI, I’m starting to come to the opinion that optimization and efficiency aren’t always the most important thing. We are not robots. Whatever it is inside of us that allows us to create is not a machine. Unfortunately, in a capitalist society where profit is always the prime directive, that’s not always favored. I don’t know what these spaces will look like in 10 or 20 years, but I do know this. Ghost’s albums will still cycle through the player in my car, even if they don’t put out another thing for the next ten years. I’ll always go back to my favorite authors, especially the ones I’ve been following for almost twenty years. I can’t speak to video games though. With the way games are stored on servers now and once they pull the plug, that game is just gone? I have no answers there.
I like to think human creativity will always persist, no matter how much society demands of us or where we are. It’s what makes us US, and that deserves to be protected and honor, come what may.