This is a text writen by a SEO expert in Brazil: A few days ago I heard someone say, “nowadays, with AI, anyone can create content on their own,” and they wrapped up the conversation with something even more surprising, “your work doesn’t make sense anymore.” I didn’t argue. But the moment the conversation ended, I kept thinking about how none of that actually holds up. Still, I understood where that idea came from. The truth is that it has never been easier to write something, come up with ideas, or structure content. AI made execution fast, cheap, accessible. Everyone suddenly feels like they can produce anything. But that is exactly why my job makes even more sense today. Because the problem was never the writing part. The real challenge has always been deciding what to write. Why is that? AI doesn’t handle that. It gives answers, but it doesn’t build direction. It can generate paragraphs, but it can’t decide what a brand should consistently reinforce over time. It doesn’t know when to insist on an idea or when it’s time to abandon it. It sets no criteria, no priorities, no long-term reasoning. Brands produce more content than ever, yet they feel the same frustration: a lot of effort, not much clarity. AI works incredibly well, but someone still needs to think before it. So when people ask whether I use AI in my work, of course I do. I’m not stupid. It helps me explore possibilities, organize thoughts, and unlock ideas.But it doesn’t replace the part that matters the most: strategic decision-making. Creating content today is easy. Thinking isn’t. And that became the most valuable skill. Do you know why? Because communication isn’t about posting, writing, or creating random content. Communication is about building meaning over time with consistency and intention. And that, with or without AI, remains deeply human.