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 found that 87% of marketers were worried about AI taking over their jobs, and Funnel found that 64% of marketers thought AI may replace them entirely in the next five years.

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.

Anthropic (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 (the creator of ChatGPT) is also hiring content marketers, offering six-figure salaries.

This is a strategic move - not irony. Here’s why writers and marketers are having a moment, and why all businesses should take note.

It has become apparent that, even in the age of AI, companies still need exceptional human communicators. They’re not looking for your average writer; they’re looking for skilled wordsmiths who can break down highly complex concepts into engaging, digestible content. For example, Anthropic’s new Copy Lead will need to “Translate complex product capabilities and customer outcomes into language that’s clear, specific, and actually interesting to read.”

Then there’s 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 “storyteller” have doubled over the past year .

Human vs. AI Content Performance

There’s 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 . However, using 100% AI-produced content may not necessarily lead to stronger marketing performance. Semrush 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.

Then there’s the trust factor. Pangram 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.

A Final Thought For Businesses

Small to medium businesses won’t have the budget to hire a $200k+ copywriter, of course. But the key lesson still applies: AI has made content cheaper and easier to produce , so businesses risk sounding exactly the same. The value now lies in human writers who can communicate an original point of view, a distinctive tone of voice, storytelling prowess, and develop deep trust with an audience. They may still be assisted by AI tools, but businesses that invest in such talent may reap more commercial benefits than those that depend solely on AI.