Threatened by AI? Mediocre writers beware

Nadine Heir
May 18
2 min read

The rise of AI has stirred anxiety in creative circles, especially among writers. But let’s set the record straight: AI isn’t coming for great writers—it’s coming for mediocre ones.

Why AI only threatens the middle

AI excels at one thing: scaling what already exists. It mimics patterns, replicates tone, and generates content that’s… fine. Passable. Adequate. In other words, AI is a threat to writing that doesn’t stand out. It's no worse than the average keyword-packing SEO writer.

But if your work is original, emotionally intelligent, and human in its perspective? I don't think you're competing with AI. That said, AI is coming for our processes.

Writing alone isn’t enough anymore

In today’s landscape, pure writing skill won’t carry you far. The content writers who thrive will be those who expand their capabilities.

Many are reacting to generative AI by asking if they should niche down, to stand out. And while you can specialise and constantly seek new clients, by staying a versatile generalist—able to solve a wider range of problems—you'll be more indispensable to a team than a chatbot.

What great content writers must bring to the table

You can only future-proof your writing career by learning to deliver more than clean copy.

I believe the bare minimum is:

Better research – Depth and credibility matter more than ever.
Better storytelling – Facts don’t stick without a compelling narrative.
More surprise – Predictability is the domain of machines.
Personal perspective – Your lived experience is your strongest differentiator.

3 moves to make today

Audit your skills Know what you're actually good at—and where you add value beyond words.
Broaden your services Offer strategy, ideation, editing, or brand consulting. Be more than “just a writer.”
Use AI wisely Delegate the grunt work. Let AI help with research or drafting, but keep the final polish—and the creative magic—human.

5 mindset shifts writers need to stand out

Adaptability will dictate leadership. Writers who embrace change will shape the industry.
AI is a tool, not a threat. Use it as your assistant, not your replacement.
Build your brand. This is not new. Your reputation and online presence continue to be important, but for different reasons today.
Stay transparent. Be open, when asked, about how AI assists your process. Trust grows with honesty.
Double down on what makes us human. Connection. Innovation. Service. These aren’t just nice-to-haves—they’re your edge.

If AI has lit a fire under your keyboard—good. The future belongs to writers who level up, show up, and stand out.

Want to read more of my perspective on marketing and writing? Browse all my pieces here.