Tricia Fama, COO

Will AI take our jobs?

Seems like there’s no escaping this topic. It comes up everywhere—in meetings, in classrooms, somewhere midway through most marketing conversations. It’s also probably not the most interesting question.

AI can do a lot. It can generate content, speed things up, make what used to take hours happen in minutes. For people early in their careers, that’s just the environment you’ve stepped into as a digital native. For others, it’s a shift still being figured out in real time. Either way, most of the conversation lands in the same place:

What can AI do?

A more useful place to look might be this: what’s changing because of how little time now sits between an idea and a decision?

• This isn’t really about tools. It’s about what happens when movement starts to replace judgment. And if that sounds familiar, it should. We’ve seen this before—moving quickly toward what feels expected, without always stopping to ask why.
• AI isn’t an autopilot switch. And it’s not an easy button. There’s still thinking involved. But it’s different.
• The path from idea to output is shorter now. Fewer steps. Fewer pauses. And because of that, fewer moments where something gets challenged, clarified, or reconsidered. That’s usually where things start to slip—not all at once, just little by little and enough to matter.

The kind that comes from having seen something similar fail.

From knowing which detail will land—and which one won’t. From hearing what was meant, not just what was said.

• It doesn’t know what your customer almost said.
• It doesn’t know where the message fell apart last time.
• It doesn’t know which part actually drives a decision.

That still sits with people. And without it, it’s entirely possible to create something that looks finished, sounds right—and still misses. As things speed up, something else tends to fall away: the exchange.

• Fewer conversations.
• Fewer “wait, let’s rethink that” moments.
• Less back‑and‑forth before something moves forward.

And that’s subtle—but it’s significant. Because strong work rarely follows a straight line. It usually comes from someone pushing a little. Asking, “Is this really the point?” Or “Are we solving the right thing?”

When that pressure disappears, the work doesn’t stop. It just gets… smoother.

• Easier to produce.
• Easier to approve.
• Easier to send out.
• And…easier to miss.

That’s where the risk shows up—not in using AI, but in what quietly drops out around it.

• More output.
• More movement.
• Less confidence that it’s actually working.

Which brings things back to something less new—and more reliable.

Before anything gets created—by AI or otherwise—you still need to know:

• What are we trying to accomplish?
• Who are we trying to reach?
• What actually matters to our target?
• What are we offering—and where does it fall short?
• What has worked before—and what hasn’t?

That part isn’t outdated. It’s the part that keeps everything else from drifting.

The tools have changed. The pace has changed.

The need to get it right hasn’t.

So, will AI take our jobs?

Some parts of the work will change. Some already have. The mechanics will keep evolving. But the part that’s harder to replace isn’t the output. It’s the judgment behind it.

Knowing what to say and what not to say and understanding what matters and what doesn’t. The marketers who do this well won’t choose between experience and new technology. They’ll use both—bringing speed together with perspective, and new ways of working together with what they’ve learned over time.

AI can generate ideas. It can accelerate output. It can even surprise you. But someone still has to decide what’s worth saying. And that part isn’t going anywhere.

About the Author

Tricia Fama is the COO of Element Six Creative Group and a seasoned creative leader with over three decades of experience in pharma, life sciences, and med tech.

Having worked on both the in house and agency sides, she brings a grounded, practical perspective to complex challenges — one shaped by experience, not ego. Tricia is thoughtful and steady in how she leads, with a genuine belief that strong work comes from trust, collaboration, and supporting the people doing it. Serious about results but light in her approach, she’s known for bringing perspective, optimism, and calm to moments that matter.

Let’s Be Partners

Ready to create something amazing together? Reach out to e6 at info@e6creative.com to schedule a consultation and turn your vision into reality. Whether you’re kicking off a new project or refining an existing one, we’re here to bring your vision to life—one brilliant draft at a time.