It never was. It's just even more ineffective now that AI exists, than before.
The central example of this is college admissions statements. Some kids have the advantage both of parents who can afford to give them the experiences that look good on such an essay (educational trips to Africa, lessons in two musical instruments, one-on-one golf coaching, that kind of thing), and who can hire tutors to "support" them in writing the essay. AI just makes the tutor part accessible/affordable for a wider segment of the population.
It would be naive to assume that, pre-AI, there was not a "gray" essay-coaching market as well as the "dark" essay-writing as a service market. That market still works better than AI in many cases.