A founder came to me last year with a problem. He was posting every day, but his authority was gone. The DMs dried up. Engagement fell off a cliff.
So we threw out the tools. We found his voice again. Six weeks later, his calendar was full.
The craft is not dead. It is just buried under your prompts.
I wrote this in the morning, with half a prompt. Took 30 seconds, maybe less, and I changed nothing about it. I was copying a post I saw this week. It was from a ghostwriter, he was warning founders and CEOs about AI, and what AI is doing to their credibility. He did not bother touching it after it came out of the machine.
In a field like mine, I can smell these from a street away, how everything climbs in threes, how sentences arrive in single lines designed to act like they are delivering a world-shattering verdict. There is a turn halfway down, and the last line is built to be quoted back. An AI checker flags it as human-written and the man goes to la-la land to enjoy the rest of his day.
There is no month in the post, there is no industry and not a figure that could be wrong. I invented a patient named Rashid a couple of weeks ago and then spent a whole piece admitting it. I know exactly how cheap an invented man is. He agrees to everything. He never has an objection.
The ghostwriter wakes up to 65 likes and 31 comments.
“Spot on observation.”
“Human connection is everything.”
They recognised the shape. A machine generated a thought about authenticity, and 30 other machines applauded it. An assembly line of fake applause.
I use AI, I need it for research and for transcripts, a rough pass at 11 at night when the page is empty. I also do terribly with visuals, I never had that eye.
I do not hand over my thinking, thinking is what I am paid to do; the machine can type out sentences too.
But a machine will only hand you sentences nobody can argue with, it was built to be certain. A thought no one can argue with is not a thought.
He is right the craft is very much alive. It just was not in the room when he wrote it.