Clients choose you for your judgement, so stop pitching AI

Gerard is seeing more service-based businesses promote how they use AI in their services and products. His guess is that most owners don't really trust AI themselves, and their clients are unlikely to trust it either. Yet AI keeps showing up in the pitch.

For professional service businesses in particular, Gerard argues that leaning on AI in the marketing can push clients away. People choose an expert for their experience, curation, decision-making and judgement. They want someone who understands their world and makes the right calls for them.

Gerard is clear that AI belongs in the business. Use it to run projects, check work, and build efficiencies and automations. Product companies with AI features that add real value can talk about them. The problem is the cognitive dissonance: distrusting AI while putting it in the pitch, then being surprised when prospects don't respond.

His question for owners: if you don't trust AI, why tell clients you rely on it to win and keep their business?