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If you want to work in this world, I think strategy is a better long term play. It’s tough to find work as an older writer now, and that’s not going to get any easier down the road.
This isn’t cynical this is reality: be prepared to only work in the industry until you’re 45, maybe slightly longer if you end up doing pharma, which will suck anything still left out of your soul. If you’re expecting a big inheritance or are independently wealthy, or have a really well thought out plan B for making money after age 45, then go for it. Otherwise, pick something with more stability and less systemic age discrimination. There is literally no such thing as a retirement party for Creatives in Advertising. This is the advice I would’ve given myself when I started in the industry, but the industry wasn’t like that then, so now I’m pretty much screwed.
If Ai can get to the point where it can replicate true independent creative thought, I think copywriters being replaced is the least of our worries 😂
I agree with the general theme coming through - learn the tools that are here now and gonna keep evolving. It’s not the first time a revolutionary tool has come into the creative industry. From photoshop to desktop publishing to digital camera and audio. Hell, the printing press if you wanna go OG, which freaked out religious institutions worried about losing control of knowledge dissemination.
The difference is that Ai is just moving so much faster than anything we’ve ever seen.
But what won’t change is needed creative people behind the tools.
I hope 😂
There is very little work out there at the moment so the competition is extremely stiff. Lots of people who are trying to break in and struggling. So, best to plan to not get steady work right away. You also make very little money in the beginning. Sorry to be a Debbie downer, but I can’t in good conscience recommend for anyone to go into this field.
Don’t work in advertising. If you really love it, go for it. But this is a soul-sucking, dream-killing field. Your passion doesn’t have to be your 9-5 and knowing what I know now , I think it’s better that way.
For years, my personal projects have gone neglected because when I’m done for the day, I’m exhausted, burned out, empty and dreading the next work day.
Don’t be a creative professionally.
Things are moving fast right now. And they are going to move even faster. So if I was in your position today, I would surround myself with knowledge of how communications is evolving. And I would either specialize in one thing that a large language model can’t do (like branding or message architecture which requires a lot of stakeholder interviews and insight gleaning), or I would become a broad generalist with skills in a bunch of different areas like filmmaking and editing and audio, in addition to writing. My work in the past 30 years has changed dramatically. Your work will see the same amount of change in five years. Become a student of the future.
Don’t let the cynics rain on your assumed dream. Like anything else the loudest are the most unhappy. Continue the pursuit!
I think we're off from being replaced by humans entirely. While AI is changing the copywriting landscape, it's more likely to augment human work rather than replace it entirely. AI can help with initial drafts and routine tasks, allowing copywriters to focus on higher-level strategic thinking, storytelling, and creative aspects. I would say, especially if you have such an interest for it, to go ahead!!
LLMs are good at a lot of things. But they are not good at producing writing that human beings actually want to read. They are also not good at developing advertising campaign ideas.
They have never been good at these things and they have not improved either. I'm personally not concerned at all about them replacing me completely.
They work fantastic as a research assistant though.
LLMs can do many things, but they can’t replace human creativity or empathy.
The waters still (luke) warm, come on in 🏊🏽
There are always odds of success or failure at any job. You have to decide what’s best for you. I regret it because the work (pharma) has been professionally unfulfilling and it’s been hard to pivot to anything else.
Creativity can always be monetized but the demand for copywriters certainly hasn’t exploded like it has for other careers.