I’m convinced that AI will not destroy our need for personal connection, humanity, stories, and expression.
The reason I’m so convinced of that is because of one word.
Culture.
When people talk about AI, they underestimate the power of culture.
As in common values and thinking. The slow, invisible force that decides what actually sticks in our lives and what doesn’t.
Here’s what most people miss. When something new arrives, it has to pass through culture before it changes anything. And culture moves slowly.
How things actually become normal
Think about how any new thing spreads. Early adopters run with it first. But it’s not mainstream yet. And as long as it’s not mainstream, we don’t know its real cultural effect.
This is what researchers call the diffusion of innovations. New ideas move from a small group of experimenters to the general population along a predictable S-curve. Slow start, steep climb, then a plateau once something is fully absorbed into everyday life.
Take the five-day work week. We treat it like it’s always existed. It hasn’t. Henry Ford announced the plan in 1922 and implemented it in 1926.
Before that, working six days for sixty hours was normal. It took decades to go from a radical idea to something we now consider untouchable.
Social media did the same. It started as a way to connect with people you actually knew. Then it slowly reshaped how we talk, date, argue, shop, and see ourselves. Nobody decided this. It seeped into culture over years.
Or look at alcohol. For a long time, going out and drinking was how young people bonded. Now coffee shops are booming.
Sober is becoming normal. A whole fitness culture has exploded, creating new brands and a wave of multimillionaires selling supplements, clothes, and a healthier way to live.
None of these shifts happened overnight. Slowly, then all at once.
AI is going through this right now
We’ve had AI in our hands for about four years. The culture around it is just starting to take shape.
This kind of shift takes five to ten years before there’s a settled public opinion. We’re in the messy middle.
What I’m seeing is a lot of resistance. People push back hard on the idea that AI can replace human beings. And I understand why. The word itself, artificial intelligence, makes people uneasy.
AI knows everything that has ever been recorded. But it’s backward-looking, not forward-looking.
It remixes what already exists. It’s the perfect DJ. The perfect remixer. But it doesn’t create new genres. It doesn’t invent new forms of art.
That distinction matters more than people realize.
What I’ve learned from using AI intensively
In recent weeks I’ve been automating work that used to require a three-person team.
Scheduling, repurposing, proofreading, references, visuals, headlines. Most of the production work is now handled.
The only thing I actually do is write the article.
But here’s the key. The content you’re reading is still me. These are my ideas, my thinking, my experience. AI helps make it presentable. That part can be automated. The thinking cannot.
I see the same thing in my family business, a traditional company that sells industrial laundry equipment. We’re automating:
- Invoicing and bookkeeping
- Parts of the sales process
- Note-taking and follow-ups
All the annoying parts of work. The parts nobody actually wanted to do.
AI is getting good at taking over the work we never wanted in the first place. That’s what everybody wanted all along.
The economy is shifting from need to want
When everyone has access to the same tools, competence stops being special. It becomes the baseline. If everyone can write a clean email, design a graphic, or ship a product with AI, those things no longer set you apart.
So what’s left?
You.
Your name. Your reputation. Your taste. Your perspective. The reason someone chooses you over the automated version.
It’s no longer a matter of whether we can replace someone. We can.
The real question is different now: do we want to?
That’s what a personal brand answers. It’s not about being famous. It’s about being wanted. When you have a strong personal brand, people don’t just need the work done. They want you to be the one who does it.
In a world where anyone can do anything, being wanted is the only real security left.
Build your brand. Share your thinking. Put your name on your work. Let people see the human behind it.
Because the tools are now available to everyone. You are the only thing that can’t be copied.
Build yours in one weekend
If you don’t have a personal brand yet, or you started one that’s been sitting half-finished, this is what my course Launch in 48 solves.
It’s my cohort-based course where you build and launch your brand in one weekend: name, page, freebie, welcome email, all live.
This year’s cohort comes with 14 video lessons, a live workshop on July 1, and free access to Darius 2, my AI assistant trained on all my private frameworks.
The cohort runs once a year. Registration closes June 30.
