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AI Is Changing Business Again: What Should We Automate and What Should Stay Human?
I have been working in the online business industry for close to 20 years, and one of the most interesting parts of that journey has been watching technology completely reshape what is possible for entrepreneurs.
There was a time when building even a relatively simple online business required several different platforms, technical knowledge, and sometimes an entire collection of specialists.
You needed one system for your website, another for email marketing, another for landing pages, another for customer management, and something else entirely for delivering your programs.
Then platforms such as Kajabi began bringing those pieces together.
For entrepreneurs who had spent years piecing everything together manually, that shift felt revolutionary.
Today, I believe we are experiencing another transformation.
This time, it is artificial intelligence.
And the impact has the potential to go much deeper.
AI Is No Longer Just a Writing Tool
When many entrepreneurs first began experimenting with AI, the conversation largely centered around tools such as ChatGPT.
Could AI help write a social media post?
Could it draft an email?
Could it brainstorm a headline?
Those uses are still valuable, but they barely scratch the surface of what is becoming possible.
Today, AI is increasingly being built into the platforms we already use.
It can help with market research, analytics, organization, customer communication, workflow management, decision support, content development, and countless other operational tasks.
The opportunity is no longer simply, “How can AI help me write faster?”
A much more valuable question is:
How can AI help me operate my business better?
We Have Seen This Kind of Shift Before
Technology has always changed entrepreneurship.
Direct mail gave way to email.
Print advertising gave way to social media and digital marketing.
Custom-coded websites gave way to visual website builders.
Separate pieces of software became integrated platforms.
Each shift removed certain barriers and created new opportunities.
AI appears to be doing something similar, but across a much broader portion of the business.
Tasks that once required additional team members may eventually be handled by carefully designed AI-supported systems.
Research that once took days may take hours.
Information buried across multiple platforms may become easier to analyze.
Administrative tasks that consume valuable energy may increasingly happen behind the scenes.
For solopreneurs and small businesses, this has enormous implications.
Small Businesses Are Gaining Enterprise-Level Capabilities
Historically, growth often meant adding people.
More customers required more support.
More marketing required more employees.
More complexity required more management.
AI is beginning to challenge that assumption.
A well-designed combination of AI tools, automations, and specialized agents can potentially allow a relatively small business to operate with capabilities that previously required much larger teams.
That does not mean people suddenly become unnecessary.
It means we can become far more intentional about what humans should spend their time doing.
That distinction matters.
You Are Not in the Course Business
This is something I encourage entrepreneurs to remember often.
You are not simply in the business of selling courses, communities, memberships, or coaching programs.
You are in the transformation business.
Your audience has a problem, challenge, goal, or desired outcome, and your business exists to help move them from where they are now to somewhere better.
That means every tool you adopt should ultimately support that transformation.
If AI allows you to eliminate repetitive work, respond more effectively, understand your audience more deeply, or create a smoother client journey, then it may be incredibly valuable.
But if AI makes your communication feel less personal, less trustworthy, or less like you, then the efficiency comes at a cost.
There are many areas where AI can create meaningful leverage.
Depending on your business, that might include:
⭐ Market and competitor research
⭐ Organizing and analyzing information
⭐ Reviewing analytics and identifying patterns
⭐ Creating first drafts and brainstorming options
⭐ Building internal workflows
⭐ Automating repetitive administrative tasks
⭐ Helping document processes
⭐ Creating summaries and reports
⭐ Supporting project management
Used well, these tools can give you something entrepreneurs rarely feel they have enough of:
capacity.
More capacity means more time and energy for strategy, creativity, relationships, teaching, and client support.
The harder question is not what AI can do.
It is what AI should not do.
There are certain parts of your business where your humanity is part of the value.
Your perspective.
Your stories.
Your judgment.
Your empathy.
Your values.
Your ability to truly listen.
The trust someone develops because they believe you understand their situation.
Those things should not casually be handed over simply because a tool is capable of producing something that sounds similar.
AI can support connection.
Authenticity Matters More as AI Becomes More Common
We are already seeing AI-generated images, synthetic voices, cloned personalities, and increasingly realistic content across social platforms.
And as audiences become more aware of that, authenticity becomes even more valuable.
People may not always know exactly how something was created, but they can often sense when communication feels generic, overly polished, or disconnected from a real point of view.
That means the future of effective marketing may actually require more humanity, not less.
The entrepreneurs who learn to use AI while maintaining their own voice and relationships may have a tremendous advantage.
One of the biggest challenges with AI right now is simply the volume of information.
There is always another tool.
Another update.
Another video promising a new automation.
Another platform someone claims will change everything.
It is easy to spend so much time learning about AI that you create a completely new form of overwhelm.
You do not need every tool.
You need to understand the possibilities well enough to recognize where AI can create meaningful leverage in your specific business.
The goal is not to become an expert in every new piece of technology.
The goal is to become strategic about how technology supports your vision.
For many entrepreneurs, AI still means opening a chatbot and asking questions.
That is useful, but we are moving into a much broader era.
AI agents, interconnected systems, workflow automation, analytics interpretation, and specialized assistants are expanding what a small business can accomplish.
The opportunity is to begin thinking beyond:
and toward:
That is a very different conversation.
Your Business Still Needs You
The most exciting thing about AI is not that it can replace the entrepreneur.
It is that it may allow the entrepreneur to spend more time being the entrepreneur.
Instead of spending hours moving information between platforms, you can think strategically.
Instead of manually compiling reports, you can make decisions.
Instead of being buried in administrative work, you can teach, coach, create, and connect.
That is where I believe the greatest opportunity exists.
Watching AI evolve reminds me very much of the earlier transition to all-in-one platforms.
At the time, Kajabi changed how I thought about building an online business because suddenly so many disconnected pieces could work together in one environment.
AI feels similar, but larger.
We are still early enough that none of us knows exactly where all of this will lead. But I believe the entrepreneurs who remain curious, continue learning, and become intentional about what they automate will be in a much stronger position than those who either ignore AI completely or hand everything over to it without considering the consequences.
Take a fresh look at your business and divide your activities into two categories.
Ask yourself:
Look for repetitive work, information gathering, research, reporting, organization, and other tasks that consume time without requiring your unique human strengths.
Then ask:
Look for the moments where trust, creativity, judgment, empathy, relationship, and personal connection matter most.
That second list is worth protecting.
Because the goal of using AI should never be to remove you from your business.
The goal should be to remove enough unnecessary work that you can show up more fully where you matter most.
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