As software becomes free and infinite, the real scarcity is no longer code or content. It is the ability to create meaning, judgment, and distinction.
That is why AI does not remove the need for marketers so much as expose who actually understands value creation. When everyone can generate competent copy, competent copy stops being a durable edge.
The useful marketer becomes less of a production machine and more of a judgment layer: choosing what matters, understanding why people care, and turning raw capability into a market-facing point of view.
The shift is uncomfortable because it removes the comfort of busywork. The people who were protected by process, volume, and jargon will feel more exposed. The people who understand audience, narrative, distribution, and business consequence will become more valuable.