How to Win in Business When Everyone Has AI

Let’s just say the thing everyone is thinking

I feel like there’s this question sitting in the background for a lot of people right now, whether they’re fully aware of it or not, and it sounds something like this…

If everyone has access to AI now, if your clients can go somewhere else to get answers instantly, then where does that leave you?

And honestly, I don’t think that’s a dramatic question. I think it’s a very reasonable one, because when you look at how quickly everything has changed, it can feel like the ground shifted underneath you without much warning.

It feels like people are creating faster, learning faster, moving faster, and it’s easy to interpret that as more competition or less space for you.

But what I’ve actually been seeing, both in my own business and in the people I work with, is that there isn’t less opportunity right now.

There’s more.

It just doesn’t look like what people expected it to look like, and that’s where the disconnect is happening.

The advantage didn’t disappear, it just moved

For a long time, being able to create something consistently was enough to stand out.

If you could write, show up, build something, share something, you had an edge because not everyone was doing that.

Now that’s no longer true.

Now the tools have made creation accessible to almost everyone, which means the act of creating something is no longer impressive on its own.

So the question has shifted, whether we’ve fully realized it or not.

It’s no longer about whether you can produce something, it’s about whether what you produce actually lands with the person it’s meant for.

Does it make them stop for a moment and feel like you understand something about them?

Does it help them see something they couldn’t quite put into words before?

Does it move them even slightly forward?

Because if it doesn’t do that, then it doesn’t really matter how often you’re showing up or how much you’re putting out there.

And I think that’s the part that’s frustrating people right now, because they are doing more, but they’re not seeing more come from it.

The part that actually matters more now

What hasn’t gone away, and has actually become more valuable in this environment, is your ability to create real connection.

And I don’t mean engagement metrics or surface-level interaction.

I mean that moment where someone feels like you actually understand what they’re dealing with, even if they haven’t fully articulated it yet.

AI can absolutely support people in thinking things through, organizing ideas, and getting answers faster.

But it does not replace the experience of being understood by another human being.

And whether people can explain it or not, they can feel the difference between something that is technically correct and something that actually resonates.

That difference matters more now than it did before.

You don’t need more people, you need more precision

One of the biggest misconceptions I still see is this idea that growth comes from reaching more people.

More followers, more visibility, more volume.

And while that can play a role, it’s not what actually moves things forward in a meaningful way.

What I’ve seen work over and over again is getting more precise about who you’re speaking to and what you’re helping them with.

Because when you do that, something very interesting happens.

Most people will ignore it.

And that’s not a problem, it’s actually a sign that you’re getting closer.

Because the right person won’t ignore it.

They’ll feel like you’ve just described something they’ve been experiencing but haven’t been able to fully explain.

And that’s where connection starts.

That’s where conversations start.

That’s where business actually happens.

Where AI can quietly pull you off track

Now, I want to be clear that I’m not anti-AI.

I use it. I think it’s incredibly useful, especially for getting started or working through something when you feel stuck.

But there’s something I’ve noticed that’s important to be aware of.

AI tends to move things toward the average.

It smooths out ideas, it softens stronger opinions, and it tends to produce something that is broadly acceptable rather than distinctly memorable.

And the challenge with that is that average is very easy to ignore.

If what you’re putting out sounds like it could have come from anyone, then there’s no real reason for someone to pay attention to it or come back to it.

What actually captures attention is when something feels specific, a little sharper, a little more grounded in a real perspective.

And that’s not something a tool can create for you.

That comes from you being willing to express how you actually see things.

You’re not being replaced, but the expectation has changed

I think this is the part that needs to be said clearly.

You are not being replaced.

But what people need from you is becoming more defined.

It’s less about how quickly you can produce something and more about whether you can actually help someone move through a problem in a way that feels meaningful.

It’s about whether you understand the situation they’re in deeply enough to guide them through it.

It’s about whether you can ask the question they didn’t even know they needed to be asked.

That’s where your value is.

And that kind of value is not something that gets diminished by better tools, it becomes more visible.

What this means for you going forward

If things have been feeling inconsistent or harder than they used to, it doesn’t necessarily mean you’re doing something wrong.

It might just mean you’re trying to operate in a way that doesn’t really match how things work anymore.

Because the opportunity didn’t disappear… it just moved.

And once you actually see where it moved, you stop feeling like you have to chase everything or keep up with what everyone else is doing. You stop trying to match the tone, the pace, the volume of what you’re seeing online, and you start focusing on whether what you’re saying actually connects with the person it’s meant for.

And that shift, more than anything, is what makes things start to feel simpler again.

Chapter List:

00:00 The opportunity in business right now (even with AI)
02:00 The fear: “What if I’m not needed anymore?”
04:40 Why AI creates more opportunity, not less
07:00 You don’t need a big audience to win
09:25 The power of being specific (and why most people avoid it)
11:50 Why your uniqueness matters more than ever
14:15 The real risk of blending in with AI content
16:30 How to actually use AI without losing your voice
18:50 The advantage AI can’t replace
21:00 Where the biggest opportunities are right now

Full Transcript:

Amanda Kaufman (00:00)

Hey, hey, hey, Amanda here. And I wanna talk to you about the opportunity that you have in 2026 as an expert and a creator. So I've been helping people build a business for a hot minute and I wrote not too long ago this book about coaching leads made easy. And I was just going through it to see what was still true and what has changed because we've had so much change happening in the past couple of years.

And I just felt inspired to hit record and talk to you about the environment that we find ourselves in now. If we haven't met before, I help coaches, consultants, entrepreneurs to love their business again. A lot of people have learned a lot of things over the last several years and...

One of the things that comes up the most when I'm working more closely with someone is that they are afraid that there's not enough opportunity. You know, with AI being available, it is a reality that your clients are very likely using AI as a first line of defense. They're using it to confirm their understanding of things, to learn things faster, to speed up their own workflows, as should you.

But we're all doing it, right? Like everybody's doing it. That's not necessarily a good reason to do something, but it is the reality that we find ourselves in. It does create this existential spin-off question though, which is like, what if I'm not needed? What if people don't need me anymore? And that's an understandable and reasonable question to be asking. In fact, I started my business back in 2017. I was there.

as ClickFunnels started really taking off. I was able to take advantage of that season, you know, when it was very novel, very exciting, things were popping, things were moving. And then it just kinda like started to slow down. But oh, look, 2020 came around and all of a sudden everybody is at home. So there was this next big push that lifted my business, lifted everybody else's business in the online space like crazy.

And then what happened? Well, all that cash that got injected into the economy, all the credit, all the chances people were taking because Carpe Diem with all of the uncertainty that was happening in the world at that time started to come due. And so as the debt started to come due, then people were kind of slowing their roll and asking, did that frenzy pay off? And for a lot of people, the answer was no.

You know, it didn't really pay off. It didn't work out the way that I thought it was supposed to. And so here we are now, another big, oh, change, right, with AI and with the way the world is today, you know, well post 2020, and moving into this new age where we don't have to do what we used to do. You know, it's...

amazing to me. will have conversations with business owners who are looking to break through on sales and break through on the connection and start really getting some lead flow going in their business. And they'll show up to my my consult calls with fully done beautiful websites. And why? Well, because the tools are amazing. So they have this incredible aesthetic that they're able to produce just like that. And

Here's the opportunity y'all. When everyone has access to the exact same tools and everyone is obsessed with using those tools, the opportunity is in a few things. Number one, community. Community is something that an AI, AIY, like why would they want to set up community? AI is about serving you and your needs and your convenience.

And the thing is, as human beings, we crave connection. We want to be in connection with people that we relate to, that we enjoy, that we're inspired by. We are social beings. And yes, it can feel pseudo-social, I suppose, to have a conversation with AI, but it's just not the same thing as a real person connecting with you and admiring the things that you do and commiserating with you when you are

facing a challenge and so community is a huge opportunity right now and if you're an expert of any kind whether you're a consultant a coach a Lawyer like an expert an author a speaker. However, you identify We're fast moving into this world where we're all creators We all have the capacity now to create the tools are there the door has sprung open

And so then the question becomes, is your creation something that is going to land with impact? Is it going to be something that facilitates transformative change for others? And if the answer is like, no, maybe, I don't know, then congratulations, the cat videos are going to win, right? The cute little animated, they don't even need real cats anymore. Like, what?

This is where we're at. So community is a really powerful thing. Whether you're hosting virtual events or in-person events, seeing the other human that you're connecting with is so important. It's always been important to an expert business, but it is only so much more important because of how fast we're moving otherwise. Okay, so community is the first thing. Second thing, big opportunity, huge, massive.

big, big, big opportunity here is you can solve very specific problems for very specific people. Now, I realized this years ago and holy cow, it completely changed my perspective on being successful building your own business and building your own brand online. it's this, I don't need too many clients.

You know, the truth is, is that, you know, I once had a Facebook group full of 47 members. I launched a challenge, quite frankly, it was terrible and somewhat confusing, but somehow it was helpful to a few people. And those few people proceeded to go on to work with me in a more private premium capacity, which is, by the way, the next one, we'll come back to that. But I was able to generate...

six figures of business from a group of 47 people. Six figures of business. it it also took me a year and a half to hit that six figures. But my grand point being there's this myth, this belief that you've got to first build this huge audience and then you've got to convert that massive audience into, into something viable. And what I, what I realized then and I, and is still holding

holy cow so true right now, is that if you very specifically address a challenge that a very specific sort of person is facing, there is a high likelihood, a very good chance that there is nothing like that in the marketplace even now. Most business owners, they approach the market by hedging their bets. They want to have huge virality and big reach because they're hoping

that basically by casting a wider net, they're gonna catch more fish. And the real truth of it is that the better your bait is for your exact perfect specific person, it's going to be something that most people would ignore. They wouldn't even look at it. So when you look at virality and being cast across the airwaves, it won't work.

Right? Because virality relies on the masses promoting and sharing and saving your content. But if it's very, very, very specific, it's going to be so incredibly valuable to that ideal person. that's specificity is a huge opportunity that remains incredibly untapped. And if you realize that, if you're targeting a total addressable market of millions of people and you need, like,

10 at a time to have a business, like stop, right? Stop. It's pretty cool. The third big opportunity is privacy. So a lot of us want to work things out in the company of someone we can trust. And the truth is that most people are showing up so fickety fake or they're hiding behind their AI personas and

perfectly curated and coifed content that there's an unreliability attached to the perfection. So I'm like genuinely so excited about this because your ability to differentiate and show up as a different person, not an inauthentic person, hear me, hear me loud, hear me clear, showing up is exactly who you are. Showing up exactly who you are, how you are, as you come.

is so stinking powerful right now because we're in a social climate where there's a lot of pressure to conform and to declare sides and to present as a version of that's gonna be aesthetic and appealing and now we've got all these tools that can kind of smooth out the blotches and I'm like, you are erasing your uniqueness.

And so we can talk about that in the context of a personal growth, development, and alignment moment. And more interestingly to me, at least for the purposes of this video, is the role of uniqueness in relationship. You know, I think about my inner circle of friends, like the people that I'm the very most closest to and that are the very most closest to me. And...

When we talk about what we appreciate about each other, it's not the perfection of how we show up. It is the quirkiness. It's the oughtatees. It's those deeper than average interests. It's the expression of the unique values or combination of those values all coming together to appreciate like, you, you are my friend because you are different from the rest.

And you know what's really wild to think about is how big the world is, like, not to diminish the relationships with my friends, but I've probably romanticized, I've probably like, that came out wrong. I've probably overemphasized the uniqueness of the friend, but I think that that is how we do it, you know, as humans. We have like this desire to connect with someone who is

special. Like that's the whole thing. So how are you going to be special if in a world of AI you look like everybody else? You sound exactly like everybody else. You become indiscernible in a sea of, I love this term, AI slop. And you don't have to. And I think what's really incredible about this opportunity is that it requires no further real education.

If anything, requires this permission to chisel through all of the stuff that you've been projecting and putting out there and saying like, this is me, honestly, this is me. And saying, no, but like for real, what is important? What do I feel is less important? What is interesting? What is less interesting? What's funny? What's not funny? Like all of those kinds of things, you have access to that right now. So it's not about,

like building up this new capability in, anything, it's like a stripping away, right? And pulling down to something that's a little more of the essence. And again, you'll feel amazing doing that because when you can be fully and authentically expressed as who you are, like, it's a good feeling. But more so the quality of the relationships that you're gonna have because people are going to be like, oh, I like that about her. I like that about her. I like that about her.

or him, however you identify. And here's the risky bit, and this is the reason why nobody does this, or not nobody, but it's hard to do. The average person does not do this, is there will be people who see the real you and they're gonna go, mm-mm. They're gonna have judgment. They're gonna be like, that's not my flavor. I don't like that. I don't align to that. That's not how I look at things. And you know, when I...

look at that I'm like well what an opportunity again it's such an opportunity because if people are actively not choosing you then you don't need to waste your energy your time your talent your resources and your emotions and nay nay your tears winning over people who already have decided not to choose you like in in so many ways it's really liberating for the both of you for someone to

to not choose, to click away, to not watch, et cetera, because neither of you have to worry about putting energy into that relationship anymore. And that's cool. It frees you to be able to pour the energy into, like I was saying, a perhaps smaller pool, but a mightier set of connections. So you've got a lot of opportunities out there. I do want to encourage you, learn AI.

And by learning AI, the best way to learn AI is to use AI. And I think one of the things I've realized from content creation is AI is such a good tool for getting me going, for revving my engine, for getting me started. It is still not great at replicating my voice, and it still tends to take my sharper opinions and dulls them.

It tends to bring it closer to an average. And it makes sense, because if you think about how AI works, it's operating on probabilities and statistics. It's math. So it's doing the math and it's saying, OK, on average, this is going to be the best possibility. But the thing is, when it comes to marketing and impact, our first job is attention. And you're never going to get attention by staying average. You're going to get attention by being who you are and how you are.

and exposing the oddities, because it's the oddities that catch the eye. It's the weirdnesses, the awkwardness, the mistakes, the quirks, the irritatingness, the scratchiness. And we're so afraid of people criticizing those so-called flaws, you know? And ironically, those are the very things that are gonna stop the scroll, are gonna make people notice you, remember you, come back to you, and what's brilliant about it,

is you didn't have to even create it. You already created it. You already exist. So that's good for you. And I think the other thing is that in terms of having impact on other people, last big opportunity that I'll share in this particular video is you have an opportunity to ask questions that the AI doesn't. And here's why.

The AI is programmed to make us happy. It is an appeasement tool. It can actually be sycophantic in its replies. And I'm not saying that you should or you shouldn't trust the output. All of the tools say the AI can make mistakes. So definitely grain of salt on some of the outputs. And you're going to find that the AI is going to fill in the blanks if it's missing something because it doesn't want you.

to get mad that you, that it missed something. So it'll just like make stuff up sometimes, or it'll forget something and then it'll kind of gloss over stuff. So this is not a, not so much a bug, but a real feature in AI. It is how it works. So your big opportunity is to cultivate a strong understanding of the transformation that you facilitate.

I've been working with people on client acquisition and building a profitable stable business for years. So I read the books, I follow the influencers in this space, I pay attention, I run experiments, I reflect, I journal, I document, I capture data, I do the same thing through my clients so that I can have as bulletproof as possible of an understanding of the transformation that I facilitate.

And so like, could I launch an e-commerce brand? Okay, like the coach in me is like, well, I could, but I don't have the depth that I have invested in versus like a service knowledge-based business. That I have like incredible depth. And that's your opportunity. Really understand the causes and effects of your industry. What makes someone great at

your space, what makes someone mid or average, what makes someone fail in the transformation that you support and facilitate. When you are a expert in that not simply driven by opinion, but rather reinforced with education and contemplation and data and facts as much as possible, you will have so, so, so, so much value.

in the marketplace, even though people can still ask AI the questions. Why? Because AI is designed to appease you. And if you cultivate a very deep understanding, what it allows you to do is ask the deeper question. Ask the question that the user doesn't know to ask. And when you can do that, boy, your value goes up many times, many times.

So just really quickly on this idea of really mastering and owning the transformation that you facilitate, that means creating frameworks. That means documenting your perspective. That means recording content and being able to reflect back on it. You can use the transcripts from the content that you create to even build your own AI. So.

I think like the moral of the story in this video is that you have so much immense opportunity. my gosh bonus one bonus one There are so so so so many people who are impacted by AI whether they want to be or not So I think a further opportunity just bonus opportunity here is really think

what industries are gonna be impacted, what jobs, what people, what changes, what transformations are taking place because of this disruption, this massive disruption that you could position yourself as someone who can help, someone who can help re-baseline and get to a better place. You know, I think about all the layoffs that are happening right now because of the efficiencies achieved with AI, thinking about the environmental impacts of AI.

thinking about the social impact of AI, there's just so much opportunity to make the world even better because of how you direct your energy and your creativity and your flow. So if you love this, let me know in the comments below if there's a topic you want me to deep dive deeper on. Make sure that you let me know that too. And don't forget to hit subscribe so that you can catch another video. And finally, if you're looking for coaching from someone like me,

I am surprisingly accessible so you can reach me at the Amanda Kaufman on Instagram You can send me a DM with the word expert and I'll share with you the details about our program the experts network It is a community. It is a curriculum It is coaching to help you to really unlock that next level of your business We cover everything from AI to the offer to your marketing strategy to yes

your time capacity so that you can spend time doing what matters. Thank you so much for joining me. We will see you in another video that you can find around here. And don't forget to share this with someone if you found it really valuable. Okay, peace.