AI Isn’t Coming for Your Job...
Unless you let it.
Now before you start angry typing an email, hear me out...
...I don’t feel threatened by AI.
I know it will take some jobs. Like any revolution, there’s a natural culling of skillsets and an emergence of new ones. But that’s not the whole story. Tools like Runway, MidJourney, Adobe Firefly and ChatGPT are already transforming creative workflows. We’re ideating faster, prototyping in hours not weeks, and pushing boundaries that were previously limited by time, budget or bandwidth. For thinkers like me, that means more time to, well — think.AI is challenging how we work, how we communicate, and how we bring ideas to life. But the important word here is we. We still have agency. We can shape how it’s used, and how valuable it becomes.
And if history tells us anything, it’s that we’ve been here before. As a species, we’re wired to latch onto shiny new things, and just as quickly, we tire of them. AI is no different. It’s the latest in a long line of tools that have sparked excitement, panic and eventually, integration.
Remember when Adobe revolutionised the creative industry? Entire departments shifted from analogue to digital workflows. Retouchers, typesetters, even illustrators had to adapt or risk being left behind. What felt like a threat became the new standard. AI is following a similar trajectory. The novelty will fade, but the impact will remain. And that doesn’t diminish the importance of real brain thinking.
Of course, not everyone is feeling energised. For many hands-on makers — designers, copywriters, editors — this shift feels more like a threat than an opportunity. But that’s not something to ignore. It’s something to act on.
“Prompting is a new craft. Those who learn to guide AI with clarity, creativity and strategic intent will thrive. Agencies should be actively upskilling their teams, especially those in high-risk roles, to become fluent in prompt engineering, AI-assisted design and ethical oversight.”
Prompting should feel like an extension of your craft, because that’s what it will be. Those resisting this evolution aren’t protecting their creativity. They’re stalling it. We need to stop romanticising the past and start shaping the future.
And the future is already forming. Roles like AI Content Creator, Prompt Engineer and AI Design Strategist are among the fastest-growing in the creative sector, with growth rates over 130% this year alone. These aren’t technical roles. They’re hybrid ones — blending creativity, communication and tech fluency.
Creativity has always thrived on change. This is just the next evolution. And it’s one we should be leading, not fearing.
So embrace it. Steer it. Use it to enhance your skills and keep yourself valuable — because adapting isn’t optional anymore.
I’m certainly not going to wait to be disrupted. I’d rather be the one doing the disrupting. (‘As always,’ I hear people say — with an eyeroll and a smirk.)