Will AI take my job?

Efri · 1 min read

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Depends whether your job is thinking or executing.

Because that's the split, and it's the same one I'd apply to marketing. AI is extremely good at production. It's not good at deciding what should be produced.

So if your job is turning a clear brief into an output, that job changes a lot and quickly. If your job is working out what the brief should be, judging whether something is any good, or deciding what happens next, that's much safer.

And here's the thing people miss. AI will produce a confident, competent version of a bad idea all day and never mention that the idea was bad. Someone still has to know. That someone is the job.

What actually gets you into trouble isn't AI. It's being the person who only executes, and refusing to move. The jobs disappearing are the ones where nobody was ever asked to think.

So the move isn't to compete with it. It's to become the person who directs it. Learn to use it properly, then spend your energy on the part it can't do.

And be honest about where you sit. A lot of people are more replaceable than they'd like to admit and more capable than they've been allowed to be. Those two things are usually true at once.