Every time a new tool enters the scene, the fear kicks in.

When Canva launched, some designers panicked. “No one will ever need me again!”

But here we are years later: Canva is thriving, designers are thriving and actually, most designers I know are relieved they no longer have to spend their days making Instagram tiles. Canva freed them up to focus on the high-value work that truly moves the needle: branding, campaigns, creative direction.

The same is true with AI tools like ChatGPT.

AI isn’t a replacement. It’s a reallocation.

Here’s how I see it:

• Canva = fewer dollars spent on day-to-day design, more invested in strategic branding.
  
• ChatGPT = fewer dollars spent on routine copy, more invested in messaging and high-converting content.

Both tools shift the budget from low-value tasks to high-value expertise.

What this looks like for small business owners

If you’re a service-based business owner, AI can absolutely help you write a quick social post, draft a client email, or brainstorm ideas. That’s money saved right there.

But when it comes to positioning your brand, telling your story, and creating the kind of copy that converts high-value clients? That’s when you bring in a copywriter or strategist.

Because AI can give you words. But only a human can give those words the right meaning for your business.

The part only humans can do

I tell my clients this all the time: AI can help us speed up tasks and save time. But it can’t make someone feel understood. It can’t build trust. It can’t make your clients feel genuinely valued.

That’s the job of your messaging and that’s where human creativity, empathy, and strategy are irreplaceable.

So no, ChatGPT isn’t going to “take your job” if you’re a copywriter. Just like Canva didn’t wipe out designers. But it will change the way we all work and if you embrace that shift, it can actually make your expertise more valuable than ever.

This article was inspired by my conversation with Bec Sands on her Confidently Visible podcast. You can listen to the full episode here.