Some work only gets respect after we rename it like engineering.
That should make leaders uncomfortable.
I have seen this pattern across functions: the same work gets treated differently depending on the label. "Marketing" sounds soft. "Narrative engineering" sounds strategic. "Taste" sounds subjective. "Product judgment" sounds executive.
This is not really about marketing. It is about how organizations assign status to work. AI makes execution cheaper, which increases the value of deciding what should exist, how it should be framed, and why anyone should trust it. Those are not secondary skills. They shape adoption, product clarity, hiring, sales, and culture. But if a company only respects them after they sound technical, it is not becoming more rigorous. It is laundering judgment through vocabulary.
The question is not whether the work sounds technical. The question is whether it changes decisions.
AI-era leaders need to recognize judgment before someone has to rebrand it as a system.