I agree its a popular excuse, however unlike the blockchain craze there’s legitimate use cases of productivity improvements with AI.
And if you can (in some cases) substantially increase productivity, then logically you can reduce team size and be as productive with less.
With the right prompting, you can cut a copywriting team in half easily.
My business has one copywriter/strategist, who I’ve automated the writing part by collecting transcripts and brand guidelines from client meetings. Now she can focus on much higher quality edits, work with other parts of the strategy pipeline, and ultimately more clients than before.
I can easily imagine a corp with 100 junior copywriters quickly reducing headcount
The problem is people (not sure if it's coping) present an argument that either it can perfectly replace someone 100% or it's an useless fad.
Even increasing the average productivity by 10-20% is huge and in some areas (like copywriting as you've mentioned) the gains are much bigger than that. Of course there's also the argument of the infinite demand (i.e. demand will always overshadow any gains in supply caused by AI) but evidence is never provided.