What AI Experts Aren’t Telling You

Everyone is talking about AI right now, and most of the conversation sounds the same.

It’s about how much faster you can move, how much easier things are going to get, how you can finally produce at the level you’ve been wanting to. And to be fair, there’s truth in that. AI has made a lot of things easier, and I’ve seen it create real momentum inside my own business and with clients.

But there’s a part of this that isn’t being talked about as much, and it’s the part that actually determines whether any of this works for you.

What happens when everyone has access to the same advantage?

Because that’s where things start to shift.

The edge didn’t stay where people expected

There was a moment where using AI actually gave you leverage.

You could move faster than most people, you could test more ideas, and you could get more out into the world without burning out. That mattered, especially early on.

But that window didn’t stay open for long.

Now the barrier to entry is basically gone. The tools are everywhere, the learning curve is lower, and adoption is happening quickly. So the thing that used to make you different no longer does.

When that happens, the advantage doesn’t disappear, it just moves.

The problem is a lot of people are still looking for it in the same place.

Output went up, but results didn’t

One of the patterns I’m seeing is people producing far more than they used to and quietly expecting that to translate into growth.

They’re writing more, posting more, generating more ideas, and staying busy.

But if the thinking behind what’s being created hasn’t changed, then all that’s really happening is an increase in volume.

And more volume doesn’t fix a weak signal.

If something isn’t landing, doing it more often doesn’t suddenly make it land. It just makes the problem easier to ignore because you feel productive.

The part people want to be true

There’s an idea underneath a lot of AI messaging that sounds appealing, even if it’s not said directly.

That you can set things up, let the system run, and step back while it works for you.

That once you figure out the right prompts or the right structure, the rest takes care of itself.

I don’t see that playing out in real businesses.

The people who are actually getting results are still involved at a high level. They’re still paying attention to what’s being created, how it’s performing, and what needs to change.

They’re not outsourcing judgment.

They’re using tools to move faster on decisions they are still making.

The problem isn’t replacement, it’s sameness

Most of the fear around AI is focused on being replaced.

That’s not the pattern that stands out to me.

What I see is people starting to blend together.

When the same tools are used in the same way, the outputs start to feel interchangeable. The tone, the structure, even the ideas begin to converge.

And when that happens, it becomes harder for someone to feel a clear reason to choose you.

Not because you lack ability, but because nothing stands out strongly enough to create preference.

That’s where the real risk is.

Where things are actually decided now

The difference isn’t coming from access anymore.

It’s coming from how someone thinks about what they’re creating.

The people who are pulling ahead are still shaping their message, still refining their ideas, still looking at what they put out and deciding whether it actually worked or not.

They’re not handing that part over.

They’re using AI to accelerate execution, not replace direction.

And that distinction is showing up very clearly in results.

If you’re going to use AI, stay responsible for the outcome

Use it to move faster. Use it to organize your thinking. Use it to expand on ideas that already have weight behind them.

But stay responsible for what gets published and what happens after it does.

Because the feedback loop is where improvement actually happens, and that’s not something a tool can run for you.

If you disconnect from that, you don’t just lose control of quality, you lose awareness of what’s working.

What hasn’t changed

The tools have changed quickly.

The expectations around speed and output have changed with them.

What hasn’t changed is where results actually come from.

They still come from clear thinking, strong decisions, and the willingness to adjust based on reality instead of assumption.

That part is still yours.

And the people who hold onto it instead of trying to automate it away are the ones who are going to stand out as everything else starts to look the same.

Chapter List:

00:00 What AI experts aren’t telling you

01:30 Why AI is becoming commoditized

03:10 The real problem with using AI like everyone else

05:00 Why AI won’t build your business for you

07:00 The myth of “set it and forget it”

09:00 Why your personal brand matters more now

11:00 The danger of blending in with AI content

13:00 How to actually use AI without losing your edge

Full Transcript

Amanda Kaufman (00:00)

if everyone has access to essentially the same tool, what happens is very quickly the benefit of having access to that tool diminishes, it dilutes. Why? Well, because everybody has access to the same thing.

Hey, hey, Amanda here. And in this episode, we're going to be talking about what is the talk of the town in the experts space online. And that is, of course, AI. You know, you've been seeing the ads. I'm sure you've seen the challenges, the webinars, the books, the seminars, the conferences. Everyone is a buzz with AI and with very, very good reason. And as an expert in helping experts build a business that's both

profitable and a pleasure to run. You know, of course I'm gonna get into AI. I'm gonna dig really deep into it. Now in this episode I'm gonna be walking you through some of the most impactful ways that you can use AI and little twist, I'm gonna tell you what some of the biggest brands in AI are doing differently that they're not necessarily focusing on in their marketing campaigns. We're gonna talk about all of that. So welcome, welcome. I'm glad you're here.

If we haven't met before, my name is Amanda Kaufman and I'm the founder of The Coach's Plaza. I have helped experts for the past seven years especially to have more efficacy with the systems they use to build relationships. So of course when AI came on the scene and became much more broadly and publicly available, I did not wait long before jumping in.

And I wasn't really loud about it. I didn't do what a lot of people in my space did and just suddenly switch hats and I'm like, I am now the AI person. But that being said, I could really see the applicability of AI and I started using it. And you know, I've been running programs, coaching people, working privately as well as in a group context the entire time. And it's been so interesting to me.

to see how my clients have adopted AI themselves. And I would say that generally the uptake was kind of slow at first, and then all of a sudden it was like everybody was using it. And what's really kind of cool is it's improved their traction considerably. Because instead of coming to calls and kind of sitting back and hoping to maybe glean something off of somebody else's question,

My clients are often using AI to help formulate their questions and challenges, and I'm seeing a marked improvement in the speed of the learning when it comes to building a really profitable lifestyle business. So like I'm genuinely excited about how AI is taking a lot of the things that were previously hard, previously major obstacles, and clearing the way for a lot of experts.

Now, this is not gonna be another one of those episodes where you hear all the tips and tricks of like your favorite things. P.S. my favorite AI right now is definitely Claude. I also am kind of loving Gemini inside of the Google workspace for any expert business owner. Holy cow. Both of those have saved me an immense amount of time and I kind of love Gamma for doing, you know, slide presentations and things like that.

AI is showing up in a lot of places whether you are selecting it or not and I think that's really increasing the adoption of it. But what I really want to focus on today is what are some of the things that the gurus that are running the AI summits might not be including in their marketing. And the reason I want to bring it up is because there's using AI, there's adopting AI, and then there is changing the results of what you're creating in your business.

and they are different. I recently had a group coaching call where we were talking about this very subject and the thing I pointed out is that if everyone has access to essentially the same tool, what happens is very quickly the benefit of having access to that tool diminishes, it dilutes. Why? Well, because everybody has access to the same thing.

It's commoditized. There's not a real barrier to access. And so the value of that is disappearing very, very quickly. So if you haven't started adopting AI, holy cow, do it now. Because for real, you know, it's become the standard very quickly, very quickly. People don't write posts really with their fingers, hardly at all.

And most of the content that's getting produced right now has at least had a touch of AI dashed into it. So, I mean, you can hold hard and fast that you're not going to adopt it. And that's fine. But it's a little like not adopting a cell phone. In the beginning, there were a lot of people that kind of held out. But now, basically, everybody has one. So I think the thing that I'm not seeing in the marketing campaigns is I'm not seeing the bit.

where you are genuinely successful from using AI. And here's what I mean by that. If you look at some of the big heavy hitters in our space, Tony Robbins and Dean Graziosi are about to lead an AI summit. Molly Mahoney is an amazing coach and she's teaching how to use AI with soul and to be able to like connect and relate with people really effectively with it.

Onyx single is teaching people how to create content and create like video clones of themselves. But you know what they are all doing? Dan Nartel is another one. He's talking about AI constantly in his content. And the thing that I notice about all of these folks is that they are still talking about it through video, face to face. So even Onyx who has a clone,

who is producing a lot of his short form content video, he's still involved. He's directing the scene. He's still pushing the envelope. And that's a reality that I feel a lot of entrepreneurs and business owners maybe are missing, which is that there is no such thing as free lunch. There is no way to simply create something

set it, forget it, and walk away. And most of the marketing messaging that you're seeing about AI is appealing to your desire for ease, and it's appealing to your uncertainty about how it's going to all turn out, and it's appealing to your desire to be pain-free. You don't want to have inconvenience. You don't want to experience the pain of loss. And so I share all of that with you because...

AI is often being positioned as this panacea, like this thing that's going to be the cure to all things. And it is an incredible ingredient in elevating the content, the workflows, the things that we do. And we've used it extensively in my company to great effect. Like our team has gotten quite good at using AI to help facilitate more clarity.

higher output and throughput, all of those good things. And there's no walking away. There's no downloading your brain into something and then just turning around and coming back to find a bunch of money in your bank account. And if I'm wrong about that, great, but I don't believe you. And the reason why I don't believe you is some of the world's best are, again, their personal brand is very much part...

of the marketing of what they're telling you about AI. So, all of that to say, AI is such a powerful tool for someone if they know how to use it. The thing you should never surrender is your vision and the feedback loops of what is actually being produced. You are a creative being.

And what I told my coaching clients today in our session is that we think that people prefer perfection. And I mean, I've been on social media too. I know that people will have criticism for the smallest of your imperfections. But I have this theory that it's actually the imperfections or the flaws or the weirdness or the quirkiness that causes people to form connection with you.

So I'll give you an example. There's like, I'm just thinking about like a podcast that I saw recently with Mel Robbins and Seth Godin. Well, if you've ever seen Seth Godin, he shaves his head bald and he always has super colorful, quirky glasses. Mel Robbins, she always has her hair blonde and kind of down a little tasseled and she often is wearing her thick black frames.

are things that are unique representations of their brand. And I think if you go a level deeper into the things that they talk about, the things that they agree upon, disagree about, all those little quirks, all those little differences are what help us tell the difference between the two people. And you probably have an affinity or a likingness of one versus the other. And it's probably gonna be...

the person who reminds you of yourself the most that you're gonna feel the most gravitation towards. But the way that you're able to make that discernment of the distinction is going to be the imperfections, the things that are not standard, not the average. And so if you wanna be really successful as a coach and an entrepreneur, it's so important that you're able to disrupt the flow.

And a lot of people that are learning how to market, they're learning how to use AI, they are using really minimal prompts. They're just like, write me a post about X, Y, Z. Or they maybe even do a big brain dump of what they wanna say and then AI cleans it up. But what's usually missing is a feedback loop of publishing the content and then looking back and saying like, hey,

how did this content perform? And if you don't have that feedback loop, AI is going to assume that you are happy with just whatever is published. But again, without very much configuration about what's being published, a lot of content is looking starkingly similar to each other. And if everybody looks same same and we're just this big glob of sameness in the expert space, well,

what's to say someone's going to choose you to build a relationship with? So all of this to say, yes, use your AI to speed up your writing. Absolutely use AI to take your original intellectual property ideas and repurpose and reconfigure and re-share and re-optimize for sure. Like do that, but be the one that conceives of the ideas. Be the creative director.

in your company. Be the one that makes the decisions about your personal brand so that you're personally showing up and not showing up as a super highly polished robot, essentially. It's one reason why I continue to publish content through YouTube without using an AI clone. Sorry, Onyx. And that's like a personal choice. And if I was talking to him, I'm sure he would say, you know, go you.

For other people, the clone is going to be potentially a game changer because they're not going to have to overcome the jitters of being on camera. They're never going to have to really learn exactly how to do it. the thing is, is if you don't learn exactly how excellence works, you're going to be stuck in this kind of medium zone of performance. It's going to be the people who are

Obsessive about the data of what it is that they are producing and how it performs married with the personal growth Sorry, the personal expression the personal brand that are in my opinion going to explode And we're already seeing it, you know I've given some some examples of personal brands that are using AI talking about AI because that's what the market wants to talk about right now and it is still like

So I think what's going to become far more valuable in very recent times if not right now is the ability to have authentic relationship with real human being people. And so I'm seeing a lot of coaches are screaming from the rooftops in-person events. Well, not necessarily. I do a lot of digital marketing. I do a lot of digital connection.

I don't host live events right now. I attend some live events, but I don't necessarily host my own. something I see a lot of coaches potentially falling into is thinking that your success is gonna be like really far on the other side of making big risky moves, of hosting something super live when you don't necessarily have the foundations in place to benefit from it.

And then the market's kind of like these five-year-olds chasing the soccer ball. And so right now the soccer ball in the expert space is host live events. And another soccer ball is like build your AI clones. Definitely use it to speed your work up. Do not use it to replace your human touch and connection. Stay in the driver's seat, y'all. I think it's a very exciting time to be alive.

and I am so excited about the productivity unlock that a lot of us get to experience because we have tools like AI on our side. But remember, it's your heart to serve and it's your desire to curate a experience that allows for change that drives all of us. We're all here to help to facilitate. So some of us are gonna do it through

building our own custom AI tools. Some of us are gonna do it through the workshops, like I was saying. Some of us are gonna do it through group programs and memberships and live experience that way. Create, create, create, test, review, relaunch, keep going, and just keep learning. All right, my friend, thank you so much for joining me for this wee little rant.

and we will see you again very soon. And don't forget, if you haven't reached out about the Experts Network, if you'd like to have real live interactive conversations about things just like this, make sure that you DM me the word expert at TheAmandaCoffman on Instagram, and I will send you some details about the Experts Network, and you can decide if that is gonna be a great fit for you. All right, I'll put a link in the show notes too. Okay, that's what I have. We'll see you soon.