Will artificial intelligence replace creative professions? In an op-ed published by Journal du Net, the author answers in the negative and argues that artificial intelligence could become one of the best things to happen to these professions, provided one has ‘something to offer beyond execution.’
The text starts from a phrase the author says he hears almost every week: ‘AI will replace our jobs.’ Graphic designers, copywriters, community managers, and communication agencies are said to be threatened. The author does not share this view.
For a long time, mastering Photoshop, editing a video, developing a website, or setting up an advertising campaign constituted a real barrier to entry, which sometimes alone justified hiring a professional. Part of this work can now be done in minutes with AI.
Knowing how to create a visual has never meant knowing how to build a brand, the author reminds us, just as knowing how to write a post does not imply having something interesting to say. The ‘real upheaval,’ according to him, lies in the need to demonstrate one’s value other than through mastery of tools.
Easier to Produce, Harder to Notice
The paradox is this: when everyone can produce spectacular images, sophisticated videos, and well-structured texts, technical quality gradually ceases to be a differentiating factor. The author anticipates the arrival of ‘flawless but completely interchangeable content.’ The more abundant production becomes, the more attention and uniqueness gain value.
The author says he works daily with AI to explore concepts he would have previously dismissed for reasons of budget, time, or feasibility. He cites the possibility of imagining a surreal campaign, testing several artistic directions, or bringing an idea to life in a few hours rather than several days.
The text also reports an exchange with a client, who told him: ‘That video is so cool, you made it with AI.’ His reply: ‘I spent 2 days editing the video so every second matches the text, and that’s also why you pay me!’ For the author, you need to know what you want to create, why, and what you want to provoke. AI reduces the distance between the idea and its execution, but it does not guarantee that the idea is worth executing.
Jobs Threatened, a Transformation Underway
The author acknowledges that AI will eliminate jobs: some tasks will disappear, business models will be challenged, and professionals, even talented ones, will suffer the consequences. He sees in this ‘the very concept of Schumpeter’s creative destruction.’
In his view, AI will mainly accelerate a transformation already necessary: the shift from a logic of production to a logic of reflection, creation, and strategy. Those who sold essentially their ability to execute will have to reinvent their value proposition, while those who know how to understand a market, imagine a campaign, build a brand, and defend a vision will have, according to him, ‘extraordinarily powerful’ tools at their disposal.
The text concludes with this idea: ‘In a world where everyone will be able to produce, the real value may simply be knowing what to create, and above all, why.’
