The creative role is diminished, and income is decreasing.
Having worked in content creation for nearly two years at a media agency before becoming a freelancer, Ha Anh (25 years old, Cau Giay ward, Hanoi ) once believed that content creation was a field with many opportunities for development.
However, over the past year or so, as AI has become increasingly prevalent in content production, she has begun to clearly perceive changes in the market, particularly in how businesses and clients view the work of writers.
"Previously, clients were willing to invest because they needed writers to create content from scratch. But now, many people use AI to create pre-written outlines, so they think the writer's job is just editing. There were projects where I used to receive several million dong, but now the payment has decreased significantly because they think AI can handle most of the work," Ha Anh shared.
Not only has the nature of the work changed, but the competitive pressure has also increased. At one point earlier this year, Ha Anh sent out more than 20 applications or collaboration proposals but only received a few responses. Besides writing skills, she also had to learn how to use AI, create short videos , and basic design to increase her adaptability.
Similarly, Hoang Thi Luan (21 years old, currently living in Hanoi), a young person just starting out in the field of copywriting (a person who specializes in creating content for marketing and advertising campaigns), also quickly felt the changes in the profession when she started taking on small freelance projects. During her work, she encountered cases where clients used AI to generate content before sending it to the writer for completion.
"I once wrote content for a sales fanpage, but the client had already used AI to generate about 70-80% of the content and only asked me to edit the wording to make it sound more natural or add a few ideas to make it more appealing," Luận shared.
In the past, writers for similar jobs were typically involved from the initial ideation to the complete content development. However, nowadays, with many clients believing that AI handles the most difficult parts, the pay for certain tasks tends to decrease.
This puts pressure on newcomers like Luan, who must both gain experience and find ways to create their own unique value. "I find AI really useful, but sometimes I feel like the copywriting profession is being viewed less seriously than before. Sometimes I wonder, if clients think AI can handle most of the work, where does the value of a human writer lie?" she expressed.
Reshaping creative professions
Contrary to concerns that AI is devaluing the content and copywriting profession, Quoc Hung (28 years old, Hoang Mai ward, Hanoi), currently a copywriter at a technology company, has a different perspective.
With over six years of experience in the field, Hung believes that AI is not diminishing the value of content creators, but rather forcing them to change their working methods to adapt to the new demands of the market. In his daily work, AI has become an almost inseparable tool, from finding ideas and suggesting approaches to handling repetitive tasks.
"I use AI quite frequently to generate ideas, find approaches, or handle repetitive tasks. Things that used to take about three hours can now be completed in just one hour," Hung shared.
Based on his practical experience, Hung believes that AI can be very helpful in synthesizing information and building initial content, but it can hardly replace strategic thinking or the ability to understand users. According to him, today's market needs not only content writers but also people who know how to create value through content.
However, he also acknowledged that AI is leading to an increasing amount of content being produced, easily creating a saturation point. "I think nowadays businesses need not only content writers but also people who create value through content. AI can do a good job of synthesizing information, but for content that requires in-depth perspective or understanding of users, humans are still the deciding factor," Hung stated.
According to Hung, the emergence of AI does not diminish the value of the writing profession but is creating a stronger filtering process for those working in the field. He believes that in the future, content creators will not only need writing skills but also the ability to think critically, tell stories, and create unique experiences to maintain their position in the industry.
Source: https://tienphong.vn/nghe-content-copywriter-lam-gi-de-giu-gia-truoc-con-bao-ai-post1845432.tpo
Comment (0)