AI doesn't fix a broken marketing strategy. It just breaks it faster. Laura Kendrick and I have been having low-key debates about AI for two years inside a business group we're both in, so I finally just put her on the mic and asked her what hill she'd die on. Her answer was immediate. AI is a genuinely powerful tool with real limits, and it can expand your brand voice and your strategy but it can never build them.

I got pitched by a bot. Then I put the guy on my show. Craig Shoemaker's research agent found my podcast, figured out who I talk to and why he'd be a fit, and handed him the shortlist. Then Craig wrote the email himself. That distinction is the whole episode. He coaches education entrepreneurs, which is my people under a different name, and he's spent 25 years in big tech and 15 as a course creator. So when he says AI has changed this industry forever and also that you shouldn't burn your business down over it, he's earned both halves of that sentence. We got into the seductive part of AI, the part where you feel invincible and start shipping things you haven't thought through. Guilty. My own audit told me my build muscle was strong and my ship muscle wasn't. Craig got the identical result, which made me feel a lot better. The part that stuck with me most was his gotcha moment. If you're the kind of person who listens to a podcast about AI, you're further ahead than you think.

Most experts are thinking about how AI can make their content faster. I’m far more interested in what happens when AI helps your clients actually use your expertise. Today, you’re hearing me on the other side of the microphone. This conversation originally aired on Ellen Yin’s Cubicle to CEO podcast, where we unpacked the accidental series of coffee dates, custom GPT frustrations and client implementation gaps that eventually became wAIv. We also got into a much bigger question: What happens to the value of your intellectual property when someone can feed your course materials, worksheets and best ideas into generic AI?

Jasmine Jonte runs CRE8TION, a done-for-you program design agency that's built 160 programs and reached more than 100,000 students.This whole conversation revolves around one question: now that anyone can generate a course outline in ten minutes, what are people actually paying for? Her answer is that they were never paying for the information. The passive income promise sold to experts in 2020 was a marketing lie, and AI didn't break the model so much as make the crack impossible to ignore. She walks through where her clients use AI inside a program build, where they deliberately don't, and what the standard looks like now that buyers know what good feels like.