Is this someone someone working as a writer, who is just phoning it in (LLM-ing it in)?

Or is this someone who needs writing but can't do it themselves, and if they didn't have the LLM, they would pay a low-end human writer?

A friend of mine works in advertising/marketing guy at the director level (Career ad guy), for big brands like nationwide cell carriers, big box stores etc, but mostly telcom stuff I think, and he uses it every day; he calls it "my second brain". LLM are great at riffing on ideas and brainstorming sessions.