Workaday copywriting is dead (was moribund, now has been shot in the head). Prestige literary writing is zero-sum and therefore eternal, in the same way that equities trading (not formation and not business-building) is zero-sum and therefore the actual success of LLM has not given anyone a signal advantage anywhere there, because everyone else has LLM too.
Copywriting struggles with the issue that businesses know they need it, but they don't value it. It's absolutely shocking to see how poorly companies, and governments, communicate and no amount of AI/LLM usage will change it. For decades it's been neglected and relegated to "cover my ass"- writing. The majority of AI deployment in businesses could have been avoided, if more attention had been placed on good communica…
But this is an old trend with technological developments. Thanks to e-mail, most people handle much or all of their own correspondence. There used to be specialized staff for that. They were very good at it! But they were shown the door once they ceased to be strictly necessary, and now we all waste a bunch of time fiddling with Outlook instead of doing our actual work.