This question isn’t whether AI “can” replace writers at some ontological level. It’s whether business leaders will make the economic decision to replace writers with AI regardless of the tradeoffs.
The grousing and moaning about AI deficiencies won’t change that decision by much. It’s out of our hands. But it’s also very short-term thinking.
The bigger question is whether AI will replace content entirely.
Think 2035—in a world where content is effortlessly generated in infinite amounts, content won’t have any value in how people buy things, especially in B2B.
If you were tasked with selecting some enterprise platform, why would you spend your time ingesting all that copious thought leadership and product content? It’s plausible that buying itself will be decided and completed by AI agents.
I’m not saying this future is inevitable or good. I’m just saying it’s possible. And I’m suggesting we might want to think a few more than two steps ahead since we’re already almost inevitably on this path.
The LinkedIn Paradox
2024-03-11
