Will AI destroy creativity—and our jobs?

Copywriting on the Chopping Block

A major digital media publisher recently announced a restructuring that effectively eliminated the role of most copywriters. What they did is nothing new. Industry experts have been predicting the demise of traditional copywriting for years, a trend that has only accelerated with the rapid integration of AI into content creation.

When I began my career in marketing communications, companies were still adapting their content strategies to the post-AOL digital landscape. During this transition, aspiring writers found a profitable side hustle in transforming outdated articles into SEO-optimized content. Moreover, media companies relied heavily on a cadre of professionals—proofreaders, fact-checkers, copywriters, and copyeditors—as the foundation of their content strategy. While often overlooked, these roles were as essential to producing high-quality content as a recipe card to baking the perfect cake.

In today's job market, roles exclusively focused on copywriting have become increasingly rare. Instead, job descriptions now emphasize multifaceted skills, using terms like "campaign management," "content strategist," and "marketing specialist" to reflect the evolving demands of the field. This shift underscores a crucial reality: a passion for language alone is no longer sufficient for success in the industry. To thrive in this new landscape, copywriters must expand their expertise beyond writing, becoming subject matter experts (SMEs) in specific marketing or communications disciplines. This broader knowledge base is now essential for navigating the complex, integrated world of modern marketing.

Much of the blame for this shift has been placed on AI. From Grammarly to ChatGPT, there are a plethora of tools that can whisk content into a cleaner layout and double-check a writer's tone, consistency, and accuracy. While far from perfect, many media companies have determined that these types of automation tools are strong enough to justify eliminating full-time roles in favor of a tech investment that enables their marketers to take on heavier writing obligations.

While I'd love to sit and debate the merits of copywriting roles—and believe me, there are plenty—the reality is that there is no indication AI is waning. On the contrary, AI appears to be here to stay, which means writers must adapt.

The Renaissance of Writing in the AI Era

So, hear me out. While copywriting may not resemble the early days of purely technical, grammatical repair, the advent of AI has proven more than ever how much companies need strong writers. Remember: AI depends on datasets for its information. Thus, the more companies rely on AI for content creation, the less creative and more homogeneous it will become. Imagine the difficulty brands will face in standing out when they all utilize the same AI tools to produce structurally rigid, similar content.

This is where copywriters willing to expand their skill set and knowledge will thrive. Why, you ask? The answer is simple: they're dually trained. A good copywriter understands the mechanics of language—persuasion, messaging, storytelling, and functionality. Pairing that with hard marketing communications skills such as strategic planning, brand management, market research, campaign performance tracking, and even media relations makes them true superheroes in marketing departments. They can write, sure, but they can also elevate a brand.

While transitioning from a copywriting role to a more strategic position may seem daunting, the potential rewards are significant. For professionals, this move represents a critical strategy for career resilience. The Bureau of Labor Statistics projects an 8% growth in employment for advertising, promotions, and marketing managers from 2023 to 2033, which outpaces the average growth rate for all occupations. This projected expansion underscores the continuing importance of human strategic thinking in the marketing landscape.

Meanwhile, for employers, hiring copywriters-turned-strategists is a lucrative proposition. They benefit from recruiting highly skilled professionals who are creative geniuses in their own right, capable of transforming drab content into compelling narratives. Copywriters predated AI, and these professionals don't need to rely on automated tools to produce great content. However, having experienced the evolution of content creation in this new AI-driven world, skilled copywriters understand how to leverage AI to a brand's advantage. For example, AI is incredibly useful for tackling mundane tasks like simple proofreading, thus freeing up talent to focus on higher-level projects such as brand positioning.

How to be a Good Steward of AI

This leads to the elephant in the room: how can organizations leverage AI tools without depleting the workforce and stunting their creativity? Here are five tips to get started. 

1. View AI as a resource, not a replacement. AI is not a cheap substitute for employees. Brands that bet on AI for creativity will lose far more than they gain. Your people make your product great.
2. Encourage innovation. Champion employees’ ideas. Ask how your frontline workers think they can utilize AI tools to improve their workflows. You might see the big picture, but they see the day-to-day. Don't underestimate the value of employee insights.
3. Test it. If you think you’ve found a way to meaningfully incorporate AI, test it. How accurate are the outputs? How unique? How do consumers respond? 
4. Develop robust training. When you find tools that work, train your staff appropriately. Telling AI to write you an SEO playbook for SaaS visibility is not going to produce a standout, high-quality digital guide. At best, it will produce an adequate but unremarkable result. Learn to use AI to prompt ideas and refine quality writing.
5. Invest in your employees. Stop looking for ways to eliminate workers in favor of AI. Use AI tools as an opportunity to invest in employees—your greatest assets—to help you grow, learn, and serve more effectively. 

Conclusion

The inevitability of AI in business is clear. Suppressing AI tools is about as likely as getting Chick-fil-A to open on Sundays. However, we can harness these tools strategically to streamline routine tasks while fostering professional growth in higher-level skills. By leveraging AI for efficiency, businesses can redirect their workforce toward more strategic roles, driving innovation and growth. This approach optimizes operations while investing in employee development. The most successful brands will be those that strike a balance between AI implementation and human expertise. Ultimately, companies that embrace AI's capabilities while recognizing its constraints will gain a competitive edge by enhancing—rather than diminishing—their human talent.

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