Jennie Cooper asks whether traditional storytelling still matters in a world where AI can generate content in seconds
I am not afraid to admit that I have been experiencing a bit of a crisis of confidence recently. Coinciding with turning 50, which perhaps doesn’t help, I have found myself at a bit of a professional crossroads.
Trying to work out why, I realised that I felt my skills are as outdated and old-fashioned as society would have me believe, and are in dire need of some TikTok-ing, youth-boosting rejuvenation – or something?
Therein lies my confusion. What don’t I offer that young media pros can? Why am I threatened by robots and AI? Why do I feel my traditional storytelling skills, applied after honest and engaging conversations, are no longer required? Are they really giving way to a slicker HD version – available on all downloads at 5G speed?
The answer is, of course, no, but I needed to change my mindset. What if those skills are actually more valuable in an increasingly automated world? I continue to offer the same relevant journalism that I always have. Telling your story is more important than ever. Get the message right and everything else follows. It’s the basis from which you create your brand and your messages – however you choose to share them.
Having had this realisation, I am re-energised with renewed faith and belief in the art of storytelling, and this fire has been well and truly re-lit in my (menopausal) belly!
AI can help us do all sorts of things with content. But first there has to be something worth saying.
That’s where conversations still matter. Asking the right questions, listening properly and finding the things that make a person or business interesting aren’t outdated skills. In a world where it’s becoming easier and easier to produce content, I think they’re becoming more important.
Here at We Make Media, we give AI something to write about!
If you’re struggling to work out what makes your business different, what your story is or what you should be saying to your customers, that’s something I can help with.
Jeff has been looking at the same question from a different perspective. He uses AI to help develop his ideas, but not to decide what those ideas should be. Read Jeff’s take: Should You Use AI to Write Your Content?
Jennie Cooper. 22 September 2026
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