Integrating AI has the potential to destroy your business.

People hate AI. They hate talking to it on customer service. They hate talking to it on the chat. They hate reading AI blog posts. They hate watching AI videos. They hate looking at AI images.

They hate it because everybody else is trying to pass it off as being human. And it’s frustrating.

There are scenarios where people love AI. They love it taking their notes. They love it doing research and summarizing articles for them. They love it organizing their emails and helping them learn things and vibe-coding products.

They love AI in these scenarios because the AI is not pretending to be something that it’s not.

Over the next decade we’re going to see so many businesses integrating AI and pawning it off as human—which will destroy the very thing that built their company.

That is personal relationships.

In this age of AI, authenticity and personal relationships are going to be more important than any other function in business.

AI should free you up from the work of business so that you have more time to spend with your customers, your business partners, and your network.

Unfortunately, because so many people’s comfort zone is their work—and they’re uncomfortable with customers—they will place AI into their business to replace their interaction with customers. Following up with leads. Doing quotes. Doing outreach. Creating social media content.

The face of their company will become an inauthentic, emotionless AI. And this is exactly what will destroy their business.

It’s not sufficient enough that you find an AI engineering company with good developers. You also have to find a company who understands people. The technological world is merging with reality at a speed that is incomprehensible. AI will be dumped on society before they even realize what has hit them.

AI will lower the cost of services so quickly that if you’re not paying attention to it, you will be out of business—because there is absolutely no way for you to compete with it.

Not until they make Neuralink available for everyday human installation will you have any chance of keeping up with what AI is today, let alone what it will be in five to ten years.

This is something you have to be ahead of and move quickly on. But you also have to move in a way that will put you on top—or you will end up on the bottom.