How can content leaders upskill so AI doesn’t take their jobs?

It never amazes me how inspiration sneaks up on you.

During a recent ServiceNow University virtual conference, I was introduced to Valerie Capers Workman, an AI evangelist who is all about mastering the robots before they master you (one of my takeaways from SXSW - more on that in a future post).

While the audience for her keynote – “Future-Ready Learning: Upskilling and Reskilling in the Age of AI” – was learning professionals, there were takeaways I thought were valuable for content leaders who fear AI will eventually take their jobs.

Spoiler alert – AI isn’t human:

Critical Thinking

AI only does what you prompt it to do. People-centric problems require solutions from people, including crisis management, measuring the pulse of your organization, and change management. AI doesn’t know your company’s internal politics, how to work within the varied personalities of your executive leadership team, or how to respond to employee sentiment in real time.

Having context of your business is something AI doesn’t have.

Intuition

I highly doubt AI has a gut – let alone a gut feeling about things.

That’s something no algorithm or LLM can replace.

My previous career as a print and digital journalist has given me human insight that AI can’t replicate. ChatGPT has never worked a crime scene, Claude never adjusted a communications plan in real time, and Gemini never took the time to understand how constituents feel about an issue.

Nuance matters. Timing and tone matters. Perception matters. AI doesn’t have that.

Brainpower

If your content strategy doesn’t work, is AI to blame?

Even if the answer was yes, is that an answer leadership would accept?

I’ll take a guess and say…NO.

There’s intellectual rigor to communications and content work, from interpreting data to tying initiatives to business goals and gaining alignment through influence. Turning messaging into impact requires brainpower soaked in an understanding of your business.

AI can’t get your leaders behind your content strategy. Only you can.

Experience

AI doesn’t know your company. It hasn’t lived through multiple reorgs and leadership changes. It can’t gauge employee sentiment. And it certainly doesn’t have your resume.

Historical context and organizational muscle memory are powerful tools in creating narratives that stick.

Relationships

AI doesn’t engage in conversations that build deeper connections with your colleagues.

Content professionals are all about relationships. Leadership doesn’t green light projects solely based on the logical aspects of your plan. They either trust YOU or don’t.

Earning buy-in, calming anxious leaders, and rallying teams around your messaging is everything.

AI can’t do any of that.

So What Should You Do?

Just because AI can’t do human-like things doesn’t mean content leaders shouldn’t upskill their AI abilities.

Like I said earlier, master the robots before they master you.

Leading your company’s AI transformation, or using AI effectively in a way that aligns with policy, helps to prevent leadership from thinking that Claude, Gemini, or ChatGPT can replace your expertise. Here’s how:

• Experiment: ChatGPT, Jasper, and Grammarly can speed up low-stakes tasks.

• Educate: Understand how large language models work.

• Elevate: Shift your energy from task execution to strategic influence.

• Expand: Partner with IT, HR, and Legal to define how AI can support — not replace — internal comms.

Content leaders don’t need to be coders or data scientists, but their AI upskilling is needed to:

• Understand AI’s capabilities and limits so they can effectively partner with it.

• Sharpen your human skills — Strategic thinking, emotional intelligence, storytelling, and stakeholder influence.

• Streamline tactical tasks so you can spend more time on strategic work.

• Reposition yourself as a strategic advisor who brings tech fluency AND comms mastery to the table.

This time is all about transforming your role in the age of automation.

Valerie, who was so personable that I thanked and connected with her on LinkedIn, offered some additional tips during her talk:

• “Every job is a tech job”

• AI doesn’t replace technical skills. “You still need to know how to do the thing.”

• “You are the commodity.”

Final message: Upskill your AI abilities today to enhance your relevancy – and career trajectory - tomorrow.

Stan Chambers Jr. launched CGSC Creative to help organizations elevate their content strategy, optimize content ROI, and tell stories with clarity and impact. Ready to improve your brand’s content performance? Let’s connect.