When conceptualizing an article without help from gen AI, the writers got the highest average score (3.82), followed by the marketing specialists (3.04) and the technologists (3.02). Those results revealed a significant skill gap between the experts and the others. When the subjects were given gen AI assistance, however, the gap narrowed: Concepts developed by writers scored 4.12, on average, while those developed by marketing and technology specialists scored 4.18 and 4.05, respectively. In other words, marketers using AI slightly outperformed writers using AI—and all three groups that used AI outperformed writers who didn’t.