AI Didn't Kill Anything — It Raised the Bar

Someone I know very well is in talks for a copywriting job, and the description?

"De-AI the content."

The gig is taking AI generated copy and editing it until nobody can tell a model wrote it.

The funny part is this gent isn't a copywriter and never has been. He does have some backround in songwriting, but that's it.

So why him?

Because to a far greater degree than most, he knows how these models work and how they talk.

He can spot the dead giveaways and most importantly knows when an output is actually good and when the model is just glazing with confident-sounding goobly-gop.

I'm no copywriter but the reason I highlighted this post was because I disagree with the premise, that AI is "taking everyone's job"

It's not.

The great copywriters aren't going anywhere. The game just changed.

There really isn't a need to write from scratch anymore, but why domain expertise and being an expert still matter is because you HAVE to know what good looks like.

If you don't, you WILL get spanked.

AI hasn't "killed" anything, ignore those peacockers.

It UP'D the anti.

The value shifted from being able to PRODUCE the thing, to being able to JUDGE the thing.

And this goes way past copywriting.

Experts who use AI are about to run CIRCLES around the rest of us smucks trying to pass as pros with it.

AI is only as good as the inputs. N00bs give bad inputs.

And the results are only as good as the user is at KNOWING if its actually good or not.

n00bs are clueless. Experts know.

They can produce 10x the volume AND they know which 9 versions belong in the trash.

Junior guys can produce the same volume. They just can't tell which version is garbage.

The model tells them it's great, they believe it, and they ship slop.

When production becomes commoditized, KNOWING what a good product looks like is the new name of the game.

If you can't evaluate the output, you my friend ARE the output.