The fear going around marketing right now is the same everywhere: if AI can write a draft in ten seconds, what is a marketer even for? The answer is judgment — and judgment is exactly what AI-generated drafts are missing.
Where the value moved
Research and first-draft synthesis are now commodity tasks. What’s scarce is knowing which claim to lead with in an ad, which counterintuitive angle to test, and which data point to actually trust.
Anyone can generate words. Few can generate a position worth testing.
A practical workflow
I now spend roughly 20% of my content time on drafting and 80% on framing, fact-checking, and adding the kind of specific, defensible detail that AI tools hallucinate or flatten.