3d • Signals
Is AI a problem for business?
I think most people are worried about the wrong thing when it comes to AI and work.
The fear is usually "it'll take my job." What I actually see happening is different.
AI is very good at the parts of work that were always transactional, the lookup, the first draft, the routine answer. That's the customer relationship: pay for a thing, get the thing, move on. AI eats that layer fast, and it should. Did it ever need a human doing it in the first place?
What it can't touch is the other kind of relationship. A client isn't someone who buys a thing once. A client is someone you know, whose situation you understand well enough to see what they haven't said yet, who pays for judgement and attention as much as output. That's concierge work. Premium work. It has never scaled well, and it was never supposed to, because the value was always in being known by the person delivering it.
I think the businesses that do well over the next decade will be the ones that stop competing on the transactional layer AI is about to own, and move deliberately toward the relationship layer it can't. Fewer customers, better known. Higher price, earned through actually understanding someone's situation instead of processing their order.
This isn't a retreat from technology. It's the opposite, AI freeing up the time that used to go on the transactional work, so there's more of it left for the part that was always the real value: knowing the people you serve.
That's the bet I'm making, and it's the same bet behind everything in this Guild.
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Is AI a problem for business?
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