Why pay someone to write if they can go to an AI service and get it for much less? That is why they care.
We'll have to wait and see if AI is like prior technological breakthroughs, i.e. does it eliminate drudgery and enable a higher level of creativity, at the short-term cost of some drudgerous jobs? This has been the case in the past.
I'm not hopeful. In the past, technology has performed work we didn't want to do in order to enable us to do work we did want to do. We want work that is expressive and creative and satisfying, but that is exactly the work that AI is increasingly replacing. AI can generate a pretty decent pop song today, and is still improving. Why will any media company want to pay human songwriters, musicians, producers, and publicists when AI can do all of that for near-zero cost and satisfy the vast majority of pop music consumers? AI can generate a decent story for a sports report from a box score and play summary of a game. The same with most other news and copywriting, the same with programming, the same with making movies, the same with art and design. If not today, then soon.
What can't it do? It can't do the laundry. It can't do the dishes. It can't cook dinner. It can't drive the car. It can't build a house. It can't paint a wall or fix a leaky pipe. And to the extent that technology can or will be able to do those things, it will involve expensive physical devices, because those tasks exist in the real physical world, not the digital world. Who will buy them when nobody can get paid for more creative work?