In today’s rush to automate, delegate, and digitise everything, small businesses risk losing the very essence of what makes them successful, their humanity.
The drive to adopt the latest technology can feel like a runaway train, well I reckon it’s time to stop.
AI is remarkable. Automation is powerful. But not every task benefits from being handed off to a machine. In fact, knowing what not to automate may be just as important as knowing what could be enhanced through the application of technology
Here’s my list of the tasks we should not consider handing over to AI.
🤝 1. Relationship building
Real relationships are forged through empathy, presence, and authenticity. Whether you're checking in with a long-standing partner or exploring a new collaboration, human connection matters. And as with all relationships they can be destroyed if not nurtured, patiently and with great consideration.
🧠 2. Creative thinking & strategic vision
No AI can replace lived experience. Your brand story, market position, and go-to-market strategy are anchored in your worldview. AI can help refine the message, but only you can define it.
📞 3. Listening and responding with empathy
Customer loyalty is earned when things go wrong. If a client has a concern or a complaint, the worst thing we can do is push them through a chatbot maze. They want to be heard by a human who cares. Some of the biggest deals I’ve ever one started with a call from a dissatisfied customer. What won them over was not the solution but the fact I listened, empathised and worked to find resolution.
✍️ 4. You are your brand
If you’re building a personal or company brand, your voice matters. A ghostwritten blog might tick a box, but your authentic thoughts especially shared on platforms like LinkedIn are what people connect with. I urge anyone using an AI Agent to write comments on a post to consider the damage they may be doing to their brand.
🔐 5. Making the big calls and using your gut
There’s a reason the buck stops with the founder. Whether it’s approving a contract, assessing a risk, or making a tough call these moments require context, judgment, and accountability. Sometimes a decision cannot be validated in a spreadsheet, sometimes you just know!
🧭 6. Coaching
Culture isn’t coded. It’s modelled. If you’re mentoring a team member or helping someone grow, there’s no substitute for a real conversation. That’s where trust, confidence, and ambition take root.
So yes, automate the admin. Automate the boring stuff — the calendars, the numbers, the forms filling. But when it comes to your people, your story, your spark? That’s soul. And you don’t hand your soul to a machine.