"Welcome. This is the first blog in a series that I've been crafting and holding close to my chest for a while. Not because I didn't want to write it, but because I wasn't sure the world was ready to hear it. But now feels like the moment. Because AI is no longer a whisper. It's a thunderclap. And for content designers, that thunder has shaken more than a few foundations."
"When Cassian Andor says, "You made this decision long ago... You're coming home to yourself," he's speaking not just about rebellion, but about purpose. To me, that's what this moment is for content designers - A return to purpose. While AI may be new-ish, the need for human-centred, intentional, ethical content has never been greater. And we are the ones who know how to craft it."
"Yes, it's fast. It can draft headlines, summarise research, tag metadata and even mimic tone, to some extent. But what it can't do, and I don't think it ever will, is think and feel like your users, who are human. It doesn't know what makes someone hesitate at a CTA. It can't sense that a word might alienate, confuse, or inspire. It doesn't dream up metaphors that make meaning stick. That's what we do."
AI has shifted from a whisper to a thunderclap, accelerating content production and drawing attention to words, tone, and clarity. Content designers face a leadership moment to return to human-centred purpose, prioritising intentional and ethical content. AI can automate tasks like drafting headlines, summarising research, tagging metadata, and mimicking tone, but it lacks the ability to feel or understand human hesitation, nuance, and emotional resonance. Content designers provide empathy, user insight, and metaphorical creativity that make meaning stick. The role requires embracing AI as a tool while asserting human judgment to protect users and lead strategic content decisions.
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