The Automation Paradox: Why AI Needs Rick Rubins

When Anderson Cooper asked legendary record producer Rick Rubin what he actually does in the studio, Rubin admitted, “I have no technical ability, and I know nothing about music.” Then he added, “Well, I know what I like and what I don’t like. And I’m decisive about what I like and what I don’t like.” He further explained, “The confidence that I have in my taste, and my ability to express what I feel, has proven helpful for artists.”

In other words, Rubin’s role isn’t about playing instruments or turning knobs—it’s about discernment. Curation. Knowing when something will resonate with other humans, having enough self-assurance to say “no” when it won’t, and articulating the reasons why.

Many have drawn a parallel between Rubin’s model and how we can—and should—partner with AI to create content. Some even suggest we’re entering a “Rick Rubin era of technology,” where the skill that matters most is taste. Because while AI can crank out drafts at lightning speed, it doesn’t know what we like and what we don’t. It doesn’t know when copy feels hollow, when a phrase is tone-deaf, when the “safe” option is the least memorable. That’s where the copywriter, editor, or strategist must step in—as the decisive curator and refiner, the Rubin in the room.

Infinite output, zero taste

Today, there’s growing concern about what some call the dead internet theory. It’s the idea that as more web content is generated by algorithms, much of what people consume becomes repetitive, generic, or devoid of genuine human perspective (though studded with em dashes!). The more you scroll, the more you feel the sameness.

Because of course, AI is fast. It can generate blog posts, ad copy, social captions, photorealistic images, and video in the blink of a cursor. But speed doesn’t equal soul.

In this environment, there’s a huge opportunity for truly authentic voices to stand out. There’s also plenty of space for creatives and marketers to serve as Rubin-like filters, stemming the tide of sloppy AI outputs by choosing what’s worthy of our eyeballs. AI gives us abundance. Humans bring selectivity.

That’s why the market is doubling down on human creativity, not discarding it. NBC News recently reported a surge in demand for creative freelancers – illustrators, branding experts, speechwriters — because businesses realize AI drafts need polish. The more companies lean on AI to do content, the more they hire humans to inject nuance, authenticity, and accuracy. They hire humans to fix what AI can’t.

Deficient drafts and fluent nonsense

The thing is, we’ve always had systems in place for refining creative work. Think about your last beach read. At some point, the writer submitted a manuscript—a rough draft. An agent picked it out of the slush pile. An editor helped improve voice, structure, pacing, story. Maybe some fact checkers—those unsung guardians of truth—verified claims line by line. Then a publisher packaged it all up based on deep knowledge of what readers crave. Nobody ever questions those roles.

So why assume AI outputs can bypass the same process? After all, AI models are notorious for confidently spouting information that looks and feels accurate but isn’t. (I’ll never forget when an LLM assured me we could hop on a video call to discuss something further, only to apologize profusely when I pointed out that it didn’t possess that capability.) Why would we ever imagine that AI’s initial attempt—even when guided by careful prompting—is ready for prime time? To do so is to risk amplifying fluent nonsense that moves no one.

Take it from Hemingway, that authenticity aficionado who might still have appreciated today’s rugged AI landscape: “The first draft of anything is shit.”

Machines accelerating, people elevating

As NBC’s reporting shows, many CMOs and brand leaders understand the relevance of the Rick Rubin model today. So they’re letting AI handle repetitive, time-consuming tasks like research, data analysis, first drafts, and repurposing content. But they insist that human teams take over where taste, judgment, accuracy, storytelling, emotional resonance, and branding really matter. Otherwise, they risk sacrificing trust, loyalty, engagement, and reputation at the altar of speed and savings.

The bottom line: We’re not in a future of AI versus humans. We’re in a future of AI with humans—machines accelerating and people elevating. AI is here to stay, but so are editors, copywriters, and content strategists. They’re the Rick Rubins of marketing—the ones who know what to keep, what to cut, and what makes an audience feel something real. And in a world where AI can confidently fabricate anything, they’re the safety net that keeps credibility intact.

Want to create content that blends AI efficiency with human insight? Wordsmithie can help. Let’s talk – drop us a line using the contact form below.