AI Won’t Take Your Job, But Someone Who Knows How to Use It Might
By Scott Richards, Executive Strategist | 35 years in Digital Transformation & Growth
The Fear vs. the Fact
Every time a new technology arrives, the headlines predict mass unemployment. Steam engines, spreadsheets, and the internet; they were all accused of erasing jobs. Artificial intelligence is simply the latest entrant on that list. Yet history keeps repeating the same lesson: technologies don’t remove work so much as they reshape tasks. The roles that disappear are replaced by new ones that reward higher-order thinking, creativity, and strategic intuition.
Today, I meet executives who insist they’ll “let AI handle social media” so they can reduce headcount. My first question is always, “Who will design the prompt strategy, refine the brand voice, verify compliance, and fine-tune the outputs?” Without fail, the answer is a blank stare, because someone still needs to do that work. AI, like any sophisticated software, requires skilled operators who understand both its potential and its limits. When to use it, and how to use it in the most efficient and productive ways.
The Hidden Human Layer
- Prompt Engineers & Brand Stewards
Conversational models generate content only as good as the guardrails we build. Crafting the right system messages, style guides, and approval workflows demands human judgment, especially when a single off-brand post can erode years of goodwill. AI won’t take your job, but a prompt enginer might. - Curators & Contextual Editors
AI can draft ten versions of a LinkedIn update in seconds, but it cannot sense whether your CEO’s voice sounds authentic or forced. Professionals add context, nuance, and the “so what?” that resonates with stakeholders. AI won’t take your job, but a contextual editor might. - Strategic Translators
The best marketers translate business objectives into content that serves both the algorithm and the audience. They decide when to deploy AI-generated assets, where human craftsmanship is non-negotiable, and how to measure outcomes that matter to the C-suite. AI won’t take your job, but a strategic translator might.
Tools Don’t Think—People Do
I often compare AI to a modern power drill. Hand one to an untrained user, and they may strip every screw or injure themselves. Hand it to a skilled craftsman and you get a flawless finish in half the time. The value isn’t in the drill; it’s in the expertise behind it. Similarly, ChatGPT, Midjourney, or Gemini can multiply productivity, but only under the direction of someone who understands audience psychology, platform algorithms, and brand equity.
ROI Follows Expertise
Organizations that harness AI intelligently realize three consistent wins:
- Speed to Market – Drafting initial concepts takes minutes, freeing time for deeper ideation.
- Idea Experimentation – Rapid A/B testing uncovers micro-insights that were once too costly to pursue.
- Cost Reallocation – Savings on repetitive production can be reinvested in customer research, experiential campaigns, or increasing team talent.
Notice the pattern: AI doesn’t erase budgets; it reallocates them toward higher-value objectives.
What Forward-Thinking Leaders Do Differently
- Invest in Human Capital
Upskilling current teams in prompt design and engineering, data literacy, and ethical guidelines pays dividends long after the first automation is live. - Create AI Playbooks
Documented processes and acceptable data sources, brand tone parameters, and escalation points ensure consistency and reduce risk. Evolve the current Standards of Operations and include the bonus of efficiency to forward-thinking, driven team members. - Measure Beyond Vanity Metrics
Rather than chasing likes and impressions, they tie AI-augmented initiatives to pipeline velocity, brand sentiment, or lifetime customer value.
A Call to Action
Artificial intelligence is not a pink-slip machine; it’s an amplifier. In the hands of a strategic professional, it compresses timelines and magnifies impact. In the hands of no one, it’s nothing more than an expensive toy.
So here’s my question to you: How are you empowering your teams to become the skilled operators who turn AI from a buzzword into a competitive advantage? Share your approach (or your concerns) in the comments below. Let’s learn from each other.
I’ll start. I just used AI when running a small pay-per-click campaign for a client. We used AI to research using census data to make a list of the top 50 zip codes with a specific demographic. We used that as the location to geo-locate, and it delivered a very high-functioning ad and campaign.
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