Artificial intelligence is everywhere.
From course builders to email generators, it promises speed, ease, and automation. And while I absolutely use AI inside my business, I don’t use it to replace something I’ve spent years building—my voice, my discernment, and my ability to create transformation.
There is a moment you have to ask yourself:
Am I unintentionally outsourcing my wisdom?
Because it’s easy to plug something into ChatGPT, get an outline or caption, and click publish. But your brand isn’t built on shortcuts. It’s built on stewardship. And when that gets lost, the whole strategy begins to wobble.
Let’s talk about it.
What You Hoped AI Would Do (And Why You’re Still Not Seeing Results)
Most people start using AI hoping it will solve a few key things:
- Free up time
- Help them be more consistent with content
- Get visible without the burnout
- Speed up course creation or funnel launches
- Make writing a little less intimidating
But if you’re reading this, you might still feel stuck—maybe you’re still behind on content, unsure of what to say, and wondering why leads aren’t converting. It’s not because AI isn’t powerful.
It’s because it can’t replace experience, clarity, strategy, voice, or human connection.
That part still has to come from you.
The Most Common Way People Use AI Wrong (And Don’t Realize It)
Right now, a lot of entrepreneurs are misusing AI in one subtle but major way: they’ve let it take the lead in their business.
- They’re letting AI write all their client communication without editing.
- They’re building offers from templates without checking the alignment.
- They’re automating visibility—but not showing up personally.
- And most of all, they’re creating content that doesn’t sound like them, then wondering why no one’s responding.
Here’s the truth: AI isn’t the issue. Disengagement is.
You still need to lead your business. You still need to understand what you’re offering. You still need to hear the heartbeat of your audience—and that doesn’t come from copy-and-paste.
What Using AI Really Looks Like for CEOs Like Us
I remember when I first started experimenting with AI. It was exciting. I saw how it could help me draft outlines faster, move ideas forward, or take a dense concept and make it easier to explain.
But I also noticed something else: everything started to sound the same.
I’d scroll online and see the same tone, same language, same phrasing—people building entire brands off outputs that sounded like someone else.
And I had to stop myself.
Because I knew this: I’m not called to sound like everyone else. Neither are you.
I teach my clients how to use it as a tool, not as their main source.
What You Can’t Automate
Even with the tools I use to streamline my DFY work, there are things I refuse to outsource:
- Practicing how I speak
- Writing and refining how I think
- Checking in with my team to improve delivery
- Taking ownership of what’s working—and what’s not
AI can accelerate what you do.
But it can’t replace who you are.
You still have to develop your voice, connect with your audience, and take the time to understand your own business model. That’s the work that actually converts—not just getting words on a page.
My Process for Using AI as a Business Owner
Here’s how I integrate AI without letting it run the show:
1. Use AI to Support Strategy—Not Replace It
I use AI to get things out of my head, but I never rely on it to make decisions. I clarify the vision first.
2. Practice Like a CEO
Every day, I practice script writing, review content, and study messaging. That’s how my voice stays strong—and authentic.
3. Make Time for Refinement
AI gives you a rough draft. But it’s your job to make it land. That means editing, adjusting tone, reviewing timing, and tying it back to the offer and audience journey.
You Are Still the Asset
Let’s be clear: I love AI. It helps me move faster. It helps my team. And it’s absolutely part of the system we use for clients.
But it’s just that—a system.
You are still the strategy.
So before you hit publish on the next “done-for-you” blog post, email, or funnel… ask yourself:
Does this reflect the kind of leader I am becoming?
Am I growing through this—or hiding behind it?
If you’ve been frustrated with your growth, don’t assume it’s because you’re not doing enough.
Sometimes it’s just that your presence hasn’t caught up to your tools.
And when you show up—consistently, truthfully, and in alignment—you won’t need AI to sound like you.
You’ll have trained it to reflect the voice you already own.
Creating a Coaching Program: AI vs DIY vs DFY
If you’re new here, I specialize in helping businesses create coaching programs on top of their existing products/services. This frees them up to truly scale with offers that are not tied to their schedules.
There are 3 ways I’ve seen people try to make this happen:
- AI: They use AI for everything imaginable including writing their video scripts, developing the entire content of their program, creating their graphics, writing the copy for their sales page, and more. Again, this is not a bad idea unless you are leaving out the human element. If your coaching content is so basic that anyone can start a chat with AI to get the same content in your high-ticket program, there’s a problem. Use it as a guide in the draft and inspiration process, but don’t stop there.
- DIY (do-it-yourself): This is the route many start with and it usually involves taking a course, watching YouTube videos, downloading templates, and playing around with your tech stack. It may or may not include the use of AI, but generally, many of my clients have a failure to launch when they don’t get the appropriate support. There’s just so much to do that it can be really difficult to manage your existing business and customers while trying to create a whole new business on top of it.
- DFY (done-for-you): This is the model I offer. I help business owners completely develop their coaching program from top to bottom. We co-create it with you, but we manage all of the copywriting, tech set-up, branding, strategy, and more. Yes, we even use AI to help us craft some content like SEO-driven headlines – but we use it ethically and strategically so your voice and unique wisdom shine through.
If you are a business owner wanting to add a coaching program to your existing offers, let’s chat. We can have your coaching program up and running in just 6 months! Choose a time on my schedule here: https://chrismjames.com/book/
