Has AI Killed the Content Star?

There comes a time in every content creator’s journey when they begin to wonder if their carefully crafted captions, meticulously edited videos, and well-researched SEO strategies are truly fulfilling. 

This is what a young MBA aspirant told me during an interview for a place in a prestigious globally renowned institute.

 For this content creator working across media and entertainment platforms, this moment of reflection led to a surprising but well-thought-out decision—to leave behind the world of digital storytelling and pivot to a specialisation in Human Resources (HR) through an MBA. 

She blamed it, in part, to AI and said how content creators have nearly become redundant in today's day and age. 

I disagreed and said the rise of AI in content creation feels a bit like the invention of photography—painters panicked, but art didn’t die; it evolved. AI can now churn out blogs, videos, and even poetry in seconds, but has it truly killed the content creator?

Hardly.

AI is an efficient mimic, not an original thinker. It can generate, remix, and refine, but it lacks the one thing that makes content timeless—human insight. 

On the surface, this transition by the young lady may seem unexpected. After all, content creation is a fast-paced, ever-evolving industry that thrives on creativity and innovation. It is a field filled with viral moments, brand collaborations, and the endless pursuit of engagement.

However the shift for this young lady was not about abandoning creativity but about applying it in a more meaningful way.

As content creator, she spent years mastering the art of capturing attention—understanding audience psychology, analysing trends, and crafting narratives that resonated. Her success was measured in likes, shares, and impressions, and she thrived in the adrenaline rush of going viral. However, as time passed, she realised that she was engaging millions of people online while feeling increasingly disconnected from the people she worked with in real life.

She noticed a growing dissatisfaction within her own team—burnout, disengagement, and a lack of motivation. It became clear that while companies invested heavily in branding for customers, they often neglected their internal brand for employees. The real engagement crisis wasn’t happening on social media; it was happening in workplaces. And that was where she wanted to make a difference.

Yet as she went on, I came to realise that her transition from content creation to HR was not as drastic as it seemed. At its core, both fields revolve around people and stories. Content creators build brand narratives that connect with audiences, while HR professionals shape workplace cultures that inspire and motivate employees.

Instead of crafting advertising campaigns, she wanted to design employee experiences.

Instead of optimising social media engagement, she wanted to optimise workplace engagement. Instead of tracking click-through rates, she wanted to measure job satisfaction and employee retention.

Her storytelling skills, once used to create compelling digital content, could now be applied to employer branding, company values, and leadership development. The same strategies she once used to make brands more appealing to consumers could now be used to make workplaces more appealing to talent.

I firmly believe the digital world thrives on constant change—one moment, a platform dominates the industry, and the next, it is obsolete. Content creators must always stay ahead of trends, adapting their strategies to keep up with shifting algorithms. It is an exhilarating but exhausting cycle.

People, however, are not trends. Employees do not become irrelevant simply because a new hiring fad emerges. They require long-term growth, development, and leadership that values their contributions. For this young lady the move to HR was a way to step out of the fleeting world of vitality and into a career where she could create lasting impact.

I told her to consider this shift from content creation to HR as a career rebrand. Just as companies reposition themselves for new markets, she was repositioning her skills for a new purpose. The ability to tell great stories, analyse employee behaviour, and drive engagement would no longer be used for selling products but for shaping workplaces. She smiled in agreement. 

I wrapped up the interview by telling her that AI is an assistant that lets creators focus on what machines cannot: emotion, wit, and cultural nuance.

So no, AI hasn’t killed the content star. It’s just made them faster, sharper, and, ironically, more human than ever.

She nodded in agreement, straightened her spectacles and with a firmness that seemed to brook no nonsense said: It's HR for me, Sir. 

Her journey in content creation had given her the ability to influence audiences. Now, through an MBA in HR, she aimed to influence workplace culture, leadership, and employee well-being. Instead of creating viral moments, she was ready to create meaningful careers.

And that, she believed, was the most fulfilling story she could ever tell!