Content is No Longer 'Something to Read' but 'Something to be Generated' — Introducing 'Protocol Publishing,' a New Media Structure

SHIRO & Co. (Headquarters: Tokyo) has announced the release of "Protocol Publishing," a new media structure for the AI era.

This initiative proposes a shift from the traditional experience of "reading completed content" to an "experiential media" model where meaning is transformed and generated through user actions.

Background With the evolution of generative AI, high-quality content has increased explosively and is now scattered across the internet and social media.

Originally, "publishing" referred to the act of delivering information to society. However, in the digital environment, the volume has become excessive, leading to a situation where content is consumed without being connected to any context.

Information is no longer in short supply. The problem is that it is not connected in a meaningful way.

What is Protocol Publishing? Protocol Publishing is a new content structure where meaning changes, triggered by user actions.

In this context, "protocol" does not refer merely to technical specifications, but to "rules that define how behaviors occur."

In this protocol, user actions are defined by the following three categories: - Observe: The state changes. - Ignore: Nothing happens. - Select: Transition to a new context.

Through this, content is redefined not as fixed information, but as a "network of meaning generated through interaction with the user."

Implementation Example (Public Page) As an implementation example of this protocol, we have released the following experiential content: https://book.shiroand.io/protocol-publishing

Users experience state changes and branching through actions such as scrolling (Observe) and selecting (Select). This is not merely browsing; it is a structure that allows users to experience the very process of meaning generation.

New Concept: "Protocol Field" As an evolution of this protocol, SHIRO & Co. proposes a concept that treats generated expressions as a "Field."

Currently, content created by generative AI is scattered across social media and consumed in fragments.

In a Protocol Field, these expressions are rearranged as a state connected by protocols, creating a space where meaning continues to change through actions such as: - Observe - Ignore - Select

This signifies an expansion from traditional media, which was a "means of transmitting information," to a "field where meaning is generated."

Features 1. Variability of Meaning: Meaning is not fixed; it changes based on user actions. 2. Protocolization of Content: By designing text, video, and UI as a structure, it becomes a reusable framework. 3. Reconnection of Distributed Content: It reintegrates content dispersed by generative AI into a cohesive context. 4. Visualization of Decision-Making: It turns the act of selection itself into content.

Future Developments As a foundation for new information design in the generative AI era, Protocol Publishing is envisioned for application in the following areas: - Decision-making support in B2B marketing - Visualization of thought processes in education - Redesigning brand communication - New media formats through AI-human collaboration

Furthermore, this protocol will integrate with "Decision Stack" and "Trust OS" to evolve into an infrastructure that designs the decision-making process itself.

Representative Comment In an era where AI generates answers, the human role is shifting from "what to know" to "what to choose." Protocol Publishing is an attempt to design the process of selection itself. This is not just content, but an implementation of the question: "How is meaning established?"

Company Overview Company Name: SHIRO & Co. Location: Tokyo Business Description: Brand strategy, product development, decision-making design

Contact Information SHIRO & Co. Email: shiroandco.office@gmail.com