Who's Your Master Storyteller? (and we hope you don't say AI)

by Molly Gaines

For about a year, we've noticed a significant uptick in the number of companies hiring for "Master Storytellers" and “Go-to-Market Narrative Strategists," experienced leaders who can strategically weave together the organization’s narrative in a way that is authentic, unique, nuanced and compelling. Maybe you've noticed this, too? 

This drove us to do a little research, and the rise is real. In fact, The Wall Street Journal reported last December in a story titled, "Companies are Desperately Seeking Storytellers" that LinkedIn job postings with "storyteller" in the description doubled in 2025 to “ include some 50,000 listings under marketing and more than 20,000 job listings under media and communications that mentioned the term."

Why the upwards shift? One reason is  the proliferation of AI-generated content. Marketing execs and CEOs realize that in order to cut through the clutter, someone internally – or a team of employees – (yes, we still believe in m dashes!) need to think strategically about content, ensuring their organization's communications are real and relatable. This is more critical than ever in order to build and maintain stakeholders' trust.    

Even AI companies themselves see the need. Consider this article in Forbes last April: "The Companies Building AI Don't Trust AI To Tell Their Story." 

"The companies building AI—OpenAI, Anthropic—already know this. They're paying human storytellers up to $775,000. These companies, built to automate expertise, don't trust their own tools to carry their narrative."

In short, AI is making storytelling into an essential strategic function, one that purposefully creates meaning, cohesion and clarity for every aspect of an organization, and at every level.

Who is your company's master storyteller, weaving together your organization's narrative in a way that is authentic, compelling and captivating? Whether a "Master Storyteller," "Go-to-Market Narrative Strategist," or the more traditional, "VP of Marketing Communications," your organization should have someone in charge of the story. 

It's becoming increasingly clear in many organizations we work with: if we as marketers don't take the lead, AI naturally will.