Scott McInnesFounder and Director, Inspiring Change · 20+ Years Helping Leaders Build Stronger Cultures, More Human Communication and Embed Lasting Change | Founder | Keynote Speaker | Podcast Host

This job won't exist the way you know it #FutureOfWork #Warning

2 Jun 2026 · 1 min

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Scott McInnes says copywriting and editorial work will be reshaped by automation over the next 10-15 years, but machines can't replicate human understanding of intent and emotional connection. The jobs won't disappear, they'll change.

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The way that we work is going to significantly change. Yeah. The, the roles that we have today are, are not gonna be the roles that we have in 10 and 15 years. However, not optimistically I'm saying, but, but just, I do believe that that piece of it, because even what you say, giving the example that you had about writing copy and having the editorial, you know, position, you still do have to have that human element. To understand how it's anchored in toward the message and engaging that. And you can have that absolutely been machine-driven, but there's still going to have to be that element of human understanding, of connectivity, of intent that goes into that.