Friends and neighbors, AI is upon us. End of the world, marketing copywriting is dead, cats and dogs living together, mass hysteria, yadda yadda yadda.

I’m not worried, y’all. Neither should you be.

ChatGPT is cool. Exceedingly cool. Farrah Fawcett’s feathered bangs from 1976 cool. But it isn’t going to put anyone out of work just yet. At least, not if your employers value impact.

The various AI tools, whether stand alone or incorporated into products like SEMrush or Unbounce, are exactly that: tools. They’ve (mostly) mastered the nuts and bolts of English, like subject-verb agreement and tenses. They can help you spin a concept into ten different ideas for social posts. They can even write full paragraphs.

But they can’t internalize branding guidelines, strike serendipitous gold from random associations, or produce something that’s not been seen before.

That last bit is the real challenge. AI at this time can only harvest and synthesize. Like the images created by AI art tools, AI composing tools have been fed information, constantly scrape more information from the vast weirdness of the internet, and remix the results. Impressive? Absolutely. The ineffable fires of creation? Not so much.

We may yet see a time where fully sentient artificial intelligence Blade Runner-ing around the joint, but today is not that day.