In this world where AI and large language models are cranking out regenerated content, I believe we succeed in our business by letting our humanity shine. People like doing business with people they know, like, and trust. That hasn’t changed.

What has changed is that the baseline for content has risen dramatically. Generic is everywhere. What stands out now is authentic — your real perspective, your actual experience, your genuine voice. The same but different: use the tools, but make sure what comes through is unmistakably you.