The competitive advantage AI can’t automate

Four lessons for scaling communication without sacrificing authenticity.

[Image: AscentXmedia/Getty Images]

BY Jenny Fernandez and Noam Bar-Lev

Anthropic recently posted a job opening for a Head of GTM Narrative. Not a content lead. Not a brand director. A go-to-market narrative strategist. The company that has spent years building some of the most capable AI in the world decided that the thing it needed a human to own was the story. 

Anthropic isn’t alone. According to The Wall Street Journal, LinkedIn job postings mentioning the term “storyteller” doubled in 2025, reaching roughly 70,000 roles across marketing and communications. Companies including........

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