From Social Media to Generative AI: A Journey into the Future of Work
Will AI replace human workers, or will it create new opportunities? For those willing to embrace the change, the future of AI is bright—and full of possibilities.
Generative AI is a seismic shift that’s redefining how we work, create, and compete. While technology-driven companies have always been the first to jump on a new trend, AI has had a transformative impact on marketing teams across the world.
But here’s the kicker—it’s not just about riding the wave; it’s about navigating the white water, steering your business and marketing campaigns toward a future where AI doesn’t just support your strategy, but drives it.
To explore the impact of generative AI in marketing, I talked to Krista Doyle, Content and SEO Lead at Jasper about her move from X (formerly Twitter) and how she uses generative AI to create content, build strategies, and manage an extensive portfolio of writers.
From social media to generative AI
For many professionals, the journey into generative AI began with curiosity and a bit of experimentation. Take Krista, for example, before diving into the AI space, she was entrenched in the world of social media at X (formerly Twitter). But a growing interest in AI, specifically GPT technology, prompted her to switch gears from social media to an AI-based startup.
“I started playing around with GPT in 2021,” she recalls. “I used it for some of my personal projects and began testing it out for content refreshes when I was at Twitter. It was during this time that I realized how quickly the technology was improving.”
The improvement wasn’t just incremental—it was exponential. Within a year, Krista noticed significant advancements in the capabilities of GPT-3, which convinced her that generative AI was not just a fleeting trend but technology that would transform how we worked.
“That’s when I decided to explore opportunities in AI startups, because I could see this technology was going to change everything,” she says.
The AI revolution
For Krista, the decision to pivot to AI wasn’t just about riding the wave of a new technology trend. It was about recognizing a seismic shift, one that she compares to the early days of social media—but on a much larger scale.
“I’ve always said I wish I was old enough in the early 2000s to have been there when social media started to explode,” she explains. “But I feel like this is just a much bigger version of that. We’re at the ground floor of a technology that’s going to change every industry, every department.” The speed of generative AI adoption has been staggering. “I used to say that within five years, everybody would be using AI,” Krista notes. “But then six months after I started at Jasper, everyone was already using ChatGPT. It happened way faster than I thought it would.”
The impact on jobs: Change, not replacement
One of the most pressing questions surrounding the rise of AI is its impact on jobs. Will AI replace human workers, or will it create new opportunities?
Krista has a clear perspective on this: “I feel very strongly that it’s going to create way more jobs than it will ever replace.”
She emphasizes that “replace” might not even be the right word to use. Instead, she believes AI will change the nature of jobs, enhancing the way people work rather than eliminating their roles.
“Take content strategists, for example,” she says. “Sure, you can use ChatGPT to generate a strategy, but that’s not going to replace the strategist. AI will help you find holes in your strategy, make it more efficient, and repurpose content assets. It’s about changing how you work and what you can accomplish in a day.”
Krista also predicts that AI will lead to the creation of new jobs that we can’t even imagine yet.
“Twenty years ago, the role of a social media manager didn’t exist,” she points out. “In 20 years, we’ll have a whole new slew of jobs because of AI.”
The rapid adoption of AI: From skepticism to enthusiasm
Since Krista joined Jasper in 2022, the AI industry has undergone a transformation in public perception and adoption. “When I started, people were still very skeptical about using AI tools,” she recalls. “But over the past couple of years, that’s completely changed. Now, everyone is at least open to trying it, and many have seen great results.”
This shift in attitude is one of the most encouraging trends Krista has observed in the AI industry. The once-niche technology is now mainstream, and its applications are expanding at an unprecedented rate. “It’s exciting to see how much more accepted and normalized AI has become,” she says.
One of the most fascinating aspects of working in the AI industry is witnessing the unexpected ways in which people use the technology. For Krista, the use of generative AI for data analysis has been particularly eye-opening.
“Hooking up generative AI to your analytics and having it provide recommendations based on your data or alert you when something isn’t performing as it should—that’s incredibly exciting,” she says. “As a content marketer, the possibilities are endless.”
More custom workflows, less prompt engineering
As generative AI tools continue to evolve, Krista believes we’ll see a shift towards more customized workflows that are accessible to non-technical users.
“I think we’re moving towards a future where you won’t have to rely on knowing how to write good prompts,” she explains. “Instead, you’ll be able to feed the AI information and documents, and it will have the context it needs to do what you want it to do.”
This move away from prompt engineering is already happening at Jasper, where the team is working on tools that allow marketers to focus on their core tasks without needing to master the intricacies of AI communication.
“We’re trying to make it so that prompt engineering isn’t something the average marketer has to worry about,” Krista says. “It’s about making AI more conversational and easier to use.”
For content planning and management at Jasper, Krista uses Jasper’s in-built generative AI tools for:
Customizing brand voice: Jasper’s "Brand Voice" feature allows her to upload sample content and Jasper analyzes it to deduce a “tone.” Krista then checks all her content — blog posts, social media updates, or email newsletters—against this tone to ensure brand recognition
Creating content with Jasper chat: Jasper’s conversational “Chat” allows you to create content that doesn’t need the perfect prompt. You can enhance your prompt on the go and edit the output in multiple places
Creating a content management calendar: Jasper doubles as a project management tool. It links out to author profiles, timelines, and offers calendar views
The challenges of keeping up
With AI technology evolving so rapidly, it’s easy to feel overwhelmed. Krista admits that keeping up with the pace of change can be challenging, even for someone working in the industry.
“It’s hard to keep up with all the changes, even within our own product,” she says. “Everything is different now compared to a year ago, and it’s progressing so fast.”
But despite the challenges, Krista isn’t scared of the rapid pace of AI development. Instead, she feels a sense of responsibility to stay informed and keep experimenting with new tools and technologies.
“It’s part of our job now to constantly try what’s out there and keep up with how it’s progressing,” she says. “It’s easy to miss new use cases if you’re not paying attention.”
From curiosity to mastery
Krista’s journey into the world of AI is a testament to the power of curiosity and the willingness to embrace change. What started as a side project experimenting with GPT has now become a full-fledged career in an industry that’s reshaping the world.
For professionals looking to explore AI, Krista has one piece of advice: keep trying. “If you tried one of these tools a year ago and didn’t like it, don’t let that stop you from continuing to experiment,” she urges. “The technology is changing so fast, and there’s so much potential out there.”
Embracing the future of generative AI
As generative AI continues to evolve, it’s clear that we’re only at the beginning of a transformative journey. The technology is reshaping industries, creating new opportunities, and challenging professionals to rethink the way they work. For those willing to embrace the change, the future of AI is bright—and full of possibilities.