[mvkel]

I can't help but wonder if this is a bit like a few years ago when comedians were complaining that nobody was laughing at their jokes anymore. They realized that it was a mandate to figure out how to be funny again, because what was considered "funny" had changed.

In this instance, and probably most instances of art/craft, copywriters need to figure out what is creative again, because what is considered "creative" has changed.

I could also see this being the journey that AI customer support took, where all staff were laid off and customers were punted to an AI agent, but then the shortcomings of AI were realized and the humans were reintroduced (albeit to a lesser degree). I suspect the pendulum will swing back to AI as the memory problems are resolved though.

[omnimus]

The problem is that most copywriting is not and shouldn't be very creative. Often times it's just outsiders who know how to make public communication clear.

The sad part is that the managers deciding on using AI are the ones who rarely understand what is good public communication - that's why they were hiring someone to help them with it.

With AI they get some text that seems legit but the whole process of figuring out why&how is simply skipped. It might sometimes work but it's doubtful it builds knowledge in the organisation.

[mvkel]

> it's just outsiders who know how to make public communication clear

I'd argue this requires a great deal of creativity. It's how we got "1,000 songs in your pocket."

The problem is us, on the consumer side. We are in an era of content hyperinflation. That was true before AI became ubiquitous

[omnimus]

You are right. I didn't want to undermine the line of work. It is creative. Better word word would be flair? fancy? Basically content that doesn't try to scream i am special.

[szundi]

It is actually quite hard to copywrite if you’re doing a good job.

Also firing people for a minimal bonus is always a lot of people are going to go for