Authenticity will thrive in the age of automation.

Mediocre is going to get automated. Those generic B2B websites, the ones with nothing to say and no personality? AI is going to churn those out faster than ever. Their blandness will be on autopilot, with robots handling everything from marketing copy to sales cycles. We’ll see bots talking to other bots in endless loops of uninspired, automated chatter.

Authenticity is the opportunity. Real, personal brands with something to say—opinions, flaws, and all. That human touch is about to become a rare commodity. People connect with people, not faceless entities. A founder who puts their voice out there, who shows their quirks, who has the guts to take a stand? That’s magnetic. That’s memorable.

Bring your humanity to the forefront. Lean into your voice, your vision, your story. For me, 2025 is going to be about exactly this. I’ll be working with my clients to embrace authenticity and craft brands that feel like they belong to actual humans with something to say. I’ll be doing the same for myself.

So here’s my advice: If you’ve got a brand, put yourself in it. Share your opinion. Be vulnerable. Let people know you’re human.