For much of this year, AI has been front page news. On top of that, new and more capable models and model versions were being announced on an almost weekly basis.
But now, things seem a little quieter.
When we read about AI in mainstream media, it’s often speculation about an AI bubble. And there’s plenty of chatter about Large Language Models – LLMs – hitting a ceiling, or at least a major slowdown, when it comes to new advances.
OK, you may think, time to relax. This AI thing isn’t going to take over the world – or my job – after all.
Not so fast.
There’s a significant time lapse between the arrival of any new technology and its mainstream adoption by companies and organizations.
While there may be fewer headlines on the topic of AI, companies are finally figuring out how to apply it across multiple business use cases.
Beware the “we’re augmenting our human talent” storyline.
Smart companies are working out how to benefit from the use of AI. They’ve identified the best use cases, and have overcome issues relating to privacy, security, copyright and IP.
Finally, almost two years after the first launch of ChatGPT, we’re seeing AI being applied in more and more places… in PR, accounting, legal, administration, marketing… and more.
To assuage people’s fears about losing jobs to AI, the PR departments of these companies feed us messages about how their use of AI isn’t going to impact jobs. They’re going to use AI to “augment and add value to the work of our human talent”.
But then… the next week, those self-same companies announce a new round of layoffs.
This is happening slowly for now… but will soon start accelerating.
The majority of companies are still at the learning curve stage. They have yet to implement AI across multiple departments in their organizations.
But the rate of adoption is going to accelerate. Once companies see their competitors benefiting from AI, they’ll race to keep up. They’ll have no choice.
This means more AI for more use cases, and more pressure on employees to justify their roles.
Your last chance to lean in and claim your unique value in an AI world.
Once you’re lost work to an AI, it’s going to be almost impossible to win it back.
This is why – in spite of the current state of “calm” – there is a real urgency when it comes to protecting your future.
Across all professions, step one is to lean in and learn as much about AI as you can. Become that essential employee who knows more than others, and can help guide her managers or bosses.
For digital copywriters and content writers I can offer more concrete advice and help in the form of my course, Futureproof Copywriting.
The Futureproof Copywriting course gives you all the training you need to thrive in the fast-changing world of Artificial Intelligence. The course goes beyond simply protecting your income. It explores ways to leverage AI to help you achieve more, and earn more.
Find out more about the Futureproof Copywriting course.
I am new to freelancing and content writing. Is doing case studies profitable? And how is AI going to affect this type of content?
I am currently taking your course but as I said I am brand new to this business I was in healthcare for years. Thank you for your input. Adriana
Adriana, hi. Good question. I know some writers who do Case Studies, and business seems to be good right now. But as always, I recommend leaning into AI. One Case Study writer I know is now using AI extensively in her work. Mybe focus on Case Studies in the healthcare industry, and leverage AI to stand out from your competitors.
I read Nick’s article with great interest, and it reinforced something I’ve been thinking about for a while: AI isn’t just a passing trend — it’s becoming a fundamental part of how businesses operate. Even though the hype around AI might feel like it’s cooled off a bit, the reality is that companies are quietly integrating these technologies at an accelerating pace, often intending to improve efficiency and, unfortunately, sometimes reduce headcounts.
As someone who values staying ahead of the curve, I agree with Nick’s advice for professionals, particularly digital copywriters and content writers. It’s vital to engage with AI tools now, not as a replacement for creativity but as a complement to it. By blending AI’s capabilities with our own emotional intelligence and unique perspectives, we can create content that resonates more deeply with audiences—something AI alone can’t achieve — yet 😉
The idea of “futureproofing” isn’t just about survival — it’s about thriving in an evolving landscape. While I haven’t explored Nick’s course specifically, it seems like a practical way for writers to gain the skills needed to stay relevant. It’s a reminder that we can turn AI from a threat into an advantage with the right tools and mindset.
Great feedback. Thanks! : )