Demand is skyrocketing for prompt engineers, one of the hottest roles in AI. But some say it won't last.

• Prompt engineers are the hot job of the AI age.
• Demand for the role has skyrocketed amid the ChatGPT hype.
• But despite the money, noise, and excitement — some say the role is merely a passing fad.

Kelly Daniel loves her job.

A former media executive, Daniel now works as a prompt director at software company Lazarus AI.

Day to day, she coaxes AI models like OpenAI's GPT, utilizing natural language to manipulate the model into spitting out exactly the content she wants. It's like there's a hidden code waiting to be cracked, she says.

"I just find it really interesting, really fun — it's like solving a word puzzle," Daniel, whose résumé also includes a prompt engineering role at LinkedIn, said.