AI, AI, AI. It seems like the words “artificial intelligence” are everywhere these days.
In fact, according to the Pew Research Center, 90% of Americans have now heard at least a little bit about AI. This has given way to new fears and anxieties about what AI may displace or replace altogether. In my industry, public relations professionals are scrambling for answers. Will people still need copywriting or media pitching anymore? What about social media posts? Help with video production?
Beyond PR, countless jobs are at risk of replacement. It’s a weird time to be working, knowing that the machines are here to stay. But now is not the time to panic. We all need to keep our heads and have faith in humanity—because even in today’s world of digital and automated work, the human touch is still very important. And I’m not just saying that because I’m an extremely social person who enjoys connecting with others. There’s a reason why movie theaters are making a comeback. There’s a reason why travel is up. There’s a reason why people love going to happy hour to network with others. People like being around people (for the most part).
So, you know what isn’t going away because of AI? Personal branding. A strong personal brand will never be replaced by a robot, even with emerging technologies. If anything, technological innovation can help amplify strong brands and make them even stronger, rather than replacing them.
Eight years ago, I became a certified personal brand strategist (thanks to Reach Personal Branding, owned by William Arruda, considered the “father of personal branding”). Through that training, I learned to embrace my superpower, which is my ability to connect with other people and develop genuine relationships so that others get to know, like and trust me.
I also learned that being your authentic self is the key to having a strong personal brand. Authenticity is humanizing, and it draws others closer to you—if you embrace it. I am extremely extroverted, and I used to feel embarrassed about that part of my personality. Sometimes, others would tell me I was too much and needed to contain myself. There were even people in my family who would tell me to “put a lid on it.” But I realized that more people appreciated me, and I felt better about myself when I leaned into my personality instead of hiding from it. I also realized that my career success, particularly in growing a large network of connections and the ability to pitch stories to the news media, was based on my personality traits.
When you realize that your personality is your superpower, your personal brand can become a superpower, too. No robot, ChatGPT or any other AI application will ever replace my personality or network of connections, based on authentic relationships. (I will put a challenge out to all the techies in the world: just try to create a robot to replace me!)
No AI bot can ever be as charismatic as Michael Jordan’s genuine self in an interview. No one can spark as much fandom as Taylor Swift just being herself, judging by the millions of fans who would die for even 15 minutes with her. Nor can a machine replace that elite, emotional acting from your favorite TV show. Again, there’s a reason why Leonardo DiCaprio and Tom Cruise still sell movie tickets—because they are singular, unique brands.
But you don’t need to be an A-list movie star or a hyper-connected PR person to embrace and excel at personal branding. Whatever you are, lean into it and show others why they should know, like and trust you. This doesn’t mean trying too hard; it just means authentically trying to be yourself and getting out there. Don’t say “no” to coffee all the time. Stop skipping the company happy hour. Give people a chance to give you a chance.
Don’t get me wrong: AI is still useful. For example, I may use artificial intelligence to create content that can amplify my personal brand online (not this column, trust me!), sharing messages that resonate with my target audience. AI is already quite adept at drafting quick social media posts or short blogs if you want to spend time elsewhere. But you will still need to combine online content creation with in-person outreach to build the strongest possible brand. Just like you show up in a Google search online, you will need to be able to show up and present yourself to others in the real world. You will have to speak, listen to them and create meaningful connections. If you meet someone online and then connect face-to-face, you don’t want to show up as a completely different person (and vice versa). If you meet in person and then connect online, you want to put out content that is genuinely you.
First, identify your superpower—we all have one. Perhaps it is writing or video editing or sales. Whatever the case may be, prepare yourself to tell people about it in all sorts of ways. From LinkedIn to meetings and conferences, you will be identified by your superpower. It may even be a personality trait: “he’s a great listener” or “she really loves sports.”
Then remember the expression “fish where the fish are.” If you work in PR, make sure to connect with journalists on X and other platforms. If you enjoy sports, join a Facebook group or attend a game night in your town. You never know where your superpower will lead—and how many fish you will catch.
This article originally appeared on the Forbes Agency Council CommunityVoice in May 2024.
