AI & Brand-Building: My Mind is Changing
For a long time, I thought AI was coming for us all—jobs wiped out, creativity crushed, an epic human vs. machine showdown. But the more time I spend in the lab—researching, experimenting, even having full-blown conversations with AI (as weird as that sounds)—the more I realize it’s not the enemy.
Six months ago, if you’d asked me whether I’d ever use AI in my business, I would’ve laughed (or scoffed) and said, not a chance. I saw it as the beginning of the end. But now? I see something different—something that has the potential to amplify, not replace, what makes us human.
But here’s the thing about disruption: you either resist it until it leaves you behind, or you learn how to harness it and use it as a force for positive change.
The more I research, experiment, and (let’s be real) have full-on conversations with AI, the more I see its potential—not as a replacement for human ingenuity, but as an amplifier. A force multiplier. A tool that, when used correctly, can make us more creative, more efficient, and much more powerful.
AI Isn’t Here to Replace Us—It’s Here to Amplify Us
At its core, AI is just that: a tool. It isn’t inherently good or bad. It doesn’t have a moral compass. It doesn’t “steal jobs” or “kill creativity” any more than the internet did when it first arrived.
Think about it—when the internet became mainstream, people thought it would ruin everything:
🚨 Nobody will ever buy from small businesses again!
🚨 People will stop talking to each other in real life!
🚨 It will destroy our ability to think for ourselves!
Were they completely wrong? Not entirely. The internet did change how we shop, communicate, and consume information. But it also made knowledge more accessible, created entirely new industries, and allowed small businesses to compete on a global scale.
AI is the same. Yes, it will disrupt industries. Yes, it will force us to adapt. But it won’t replace human creativity. If anything, it makes our ideas stronger.
What AI Can—and Can’t—Do for Brand Builders
What AI Can Do:
✅ Generate ideas when you’re stuck.
✅ Speed up tedious tasks (like formatting, summarizing, and organizing content).
✅ Help clarify your messaging.
✅ Streamline workflows so you can focus on high-level creative thinking.
What AI Can’t Do:
❌ Create something truly original—it only works with existing data.
❌ Replace your intuition and creative instincts.
❌ Build deep emotional connections with customers the way you can.
❌ Clean the kitchen (actually, I’m pretty sure Elon’s new robots can).
In other words: AI can work with you as a collaborator, not a replacement. It’s like having a supercharged assistant that helps you execute ideas faster—but you are still the visionary.
The Future of Brand-Building = Humans + AI Working Together?
As someone who has spent years helping brands grow in the digital space, I feel a responsibility to stay ahead of these shifts. To explore, experiment, and understand these tools—not just for myself, but for my clients and our wider community.
Because whether we like it or not, AI is well and truly here. The question isn’t if it will change brand-building; it’s how we choose to use it.
And if we use it right? The possibilities and potential rewards are massive.
I’ve been deep in the lab for months, working on something that could make launching and growing a brand easier, faster, and more accessible than ever, but I’m mostly experimenting for now. I’m not ready to spill all the details yet, but trust me—if we build something game-changing, our email list will be the first to know.
For now, let’s keep asking questions, pushing boundaries, and using every tool at our disposal to build brands that matter. Because if enough good brands amplify their voices, maybe, just maybe, we could change the world for the better.
