The recent success of Generative AI (GenAI) has heralded a new era in content creation, dissemination, and consumption. This technological revolution is reshaping our understanding of content, challenging traditional notions of authorship, and transforming the relationship between content producers and consumers. As we approach an increasingly AI-integrated world, examining the implications of this paradigm shift is crucial. This article explores the future of content in the age of GenAI, analysing the evolving definition of content, the transformations brought about by GenAI (...) systems, and emerging models of content production and dissemination. By examining these aspects, we can gain valuable insights into the challenges and opportunities that lie ahead in the realm of content creation and consumption and, hopefully, manage them more successfully. (shrink)