Artificial intelligence is everywhere.
From course builders to email generators, it promises speed, ease, and automation. And while I absolutely use AI in 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 comes a moment when you have to ask yourself:
Am I unintentionally outsourcing my wisdom?
It’s easy to plug something into ChatGPT, grab an outline or caption, and hit publish. But your brand isn’t built on shortcuts. It’s built on stewardship. And when that’s missing, the entire strategy can start to wobble.
Let’s talk about it.
What You Hoped AI Would Do (And Why You’re Still Not Seeing Results)
Most people start to use AI in business 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. You’re behind on content. You’re unsure of what to say. You’re wondering why your leads aren’t converting.
It’s not because AI in your business doesn’t work.
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 Misuse AI in Business (And Don’t Realize It)
Right now, many entrepreneurs misuse AI in business in one subtle but major way: they let it take the lead.
- Letting AI write client communications with no personal editing
- Building offers from templates without checking alignment
- Automating visibility without actually showing up
- Posting content that sounds nothing like them, then wondering why no one responds
Here’s the truth: AI in business isn’t the issue.
Disengagement is.
You still need to lead your business. You still need to deeply understand what you’re offering. You still need to stay connected to your audience’s heartbeat. And that never comes from copy and paste.
What Using AI in Your Business Really Looks Like
I remember when I first started to use AI in business. 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 noticed something else too: 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.
Because I knew I’m not here to sound like everyone else.
Neither are you.
That’s why I teach my clients how to use AI as a tool, not a voice.
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 in your business can speed things up.
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
I regularly write, speak, and reflect on my message. That’s how I make sure my voice stays real and recognizable.
3. Refine and Align
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 a system, not a substitute.
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 start showing up with clarity and consistency, you won’t need AI in business to sound like you. You’ll have trained AI to reflect a 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’re ready to scale your business with a coaching program that’s aligned, polished, and completely your own, let’s talk. You can have it up and running in just six months. Book your strategy session here: https://chrismjames.com/book/
