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When generative AI surged into the public eye, marketers feared it would replace them – particularly in copywriting fields. Several surveys during the 2023-2024 period highlight their anxiety; Gartner<\/a> found that 87% of marketers were worried about AI taking over their jobs, and Funnel<\/a> found that 64% of marketers thought AI may replace them entirely in the next five years.<\/p>\n Today, talented human writers and content marketers are in demand. Even by the AI companies that built the GenAI tools that threatened to replace them.<\/p>\n Anthropic<\/a> (the team behind Claude) is currently hiring for a Copy Lead with a salary of $255,000-$320,000 USD, as well as a Head of Copy & Content paying up to $400,000. OpenAI<\/a> (the creator of ChatGPT) is also hiring content marketers, offering six-figure salaries.<\/p>\n This is a strategic move – not irony. Here\u2019s why writers and marketers are having a moment, and why all businesses should take note.<\/p>\n The Human Equation<\/p>\n It has become apparent that, even in the age of AI, companies still need exceptional human communicators. They\u2019re not looking for your average writer; they\u2019re looking for skilled wordsmiths who can break down highly complex concepts into engaging, digestible content. For example, Anthropic\u2019s new Copy Lead will need to \u201cTranslate complex product capabilities and customer outcomes into language that\u2019s clear, specific, and actually interesting to read.\u201d<\/p>\n Then there\u2019s the killer storytelling instincts. AI still lacks emotional nuance and the ability to craft sharp angles and narratives that hook readers in. It is in these narratives that companies (and the founders behind them) can sound human and relatable, not cold or just like any other company using ChatGPT. In fact, LinkedIn job postings with the word \u201cstoryteller\u201d have doubled over the past year<\/a>.<\/p>\n Human vs. AI Content Performance<\/p>\n There\u2019s no denying that AI has many benefits for businesses. It can automate, speed up, and scale content production, while empowering companies to achieve time- and money-saving efficiencies<\/a>. However, using 100% AI-produced content may not necessarily lead to stronger marketing performance. Semrush<\/a> reports that human-written content still dominates Google rankings. It holds the number one position 80% of the time, compared to 9% for AI-generated content. <\/p>\n Then there\u2019s the trust factor. Pangram<\/a> found that 69% of people say they trust AI-generated content less than human-generated content. You may say there is a payoff to consider: either increase your content marketing output with AI, or risk losing your customers’ trust.<\/p>\n A Final Thought For Businesses<\/p>\n