Meet Sarah Skidd, a savvy product marketing manager who has found an unexpected way to profit from the rise of artificial intelligence. While many fear that AI will replace human jobs, Skidd is laughing all the way to the bank after being contracted to fix AI-generated content that fell flat.

In May, a content agency urgently sought Skidd's expertise to overhaul lackluster website copy created by generative AI for a hospitality client. What was intended to be a money-saving measure quickly turned into a costly headache.

"The copy was generic and uninspired—utterly vanilla," Skidd lamented. Instead of making minor tweaks, she spent a whopping 20 hours completely rewriting the text, billing $100 per hour. "It was a total redo!"

But don’t count Skidd among the AI haters; she sees potential in these technologies. "For me, it's about enhancing writing, especially for those who struggle like my dyslexic husband and son. AI can be a game changer in that sense," she explains.

As responses to AI-generated content have flooded in, Skidd notes that many writers are now pivoting to specialize in fixing AI's blunders. In fact, another writer told her that 90% of their workload now involves cleaning up after AI mishaps.

The trend is not isolated. According to recent research, over 35% of small businesses plan to expand their use of AI within the next two years, especially those aiming for rapid growth. However, rushing into AI can result in unforeseen complications and costs, as highlighted by Sophie Warner, co-owner of Create Designs, a UK-based digital marketing agency.

Warner has witnessed a dramatic spike in clients who, desperate for a quick fix, turn to AI tools like ChatGPT only to encounter issues. "Clients used to reach out to us with specific website problems, but now they often consult AI first," she notes.

This trend has led to dire consequences, including faulty code suggested by AI that crashes websites and opens clients up to cyber threats. One client, seeking to update their event page, ended up with a $360 bill and three days of downtime simply because they opted for AI-generated advice over professional help.

In an era where AI appears to be the silver bullet for efficiency, experts warn against over-reliance on it. Prof Feng Li from Bayes Business School argues that many businesses hold overly optimistic expectations of AI capabilities, pointing out its tendency to produce irrelevant or inaccurate content. "Human oversight is crucial," he emphasizes.

The takeaway? While AI holds great potential for innovation and efficiency, rushing headfirst into its embrace can lead to significant pitfalls. The burgeoning demand for writers like Skidd and Warner to correct AI's misfires serves as a reminder that sometimes, the fix is more expensive than the initial problem.