Why expertise alone is becoming harder to spot
Read time: 5 minutes
If you create a decent prompt, input some example content, and ask AI to write a LinkedIn post, it can produce something passable in about 20 seconds.
And in my mind, that's a problem.
Because if AI can now produce content, presentations, reports, emails and strategies in a matter of seconds, then being "good" or even "highly capable" becomes less of a differentiator.
Something I've realised: as AI makes expertise more accessible, visibility becomes more important — not less.
Here's why.
1. AI has lowered the barrier to entry
Creating content, building websites, analysing data, and writing reports — all things that once differentiated people — are now easier and faster.
It's amazing in many ways.
But it also means technical execution alone is less valuable.
The people who stand out increasingly aren't those with access to information.
They're the people with:
- a strong perspective
- good judgement
- credibility
- trust
And those things are built through visibility over time.
Try this: Instead of asking "What can AI do for me?", ask "What do I offer that AI can't replicate?"
2. AI is becoming a search engine for people
I've noticed that people now use tools like ChatGPT instead of Google for search. And I don't mean just to learn about topics, but to find experts, companies, creators, recommendations and more.
In other words, AI is a new discovery channel.
Which leads to a really interesting question:
If someone asked AI who the leading voices in your industry were, would you appear anywhere in the answer?
Visibility is no longer just about being found on Google. It's about building enough digital presence and authority that AI can find and reference you too.
Try this: Search your own area of expertise in ChatGPT and see who comes up, to see where the attention is already going.
3. The value is shifting from information to interpretation
A few years ago, having access to information was a big advantage. Today, anyone can ask AI for a strategy, framework or summary in seconds.
So the scarcity is no longer information. It's the interpretation.
People want help understanding what actually matters, what to ignore, and what to do next.
That's why strong opinions and clear thinking are still valuable.
AI can give you the answers. But people still follow humans for judgement.
Try this: Instead of sharing information, share your perspective on that information.
4. Your reputation now travels much further ahead of you
Before most conversations happen, people already know something about you. They've looked at your social media, Googled you, read your posts, watched your podcasts.
Essentially, your reputation arrives before you do.
That's why being visible isn't about ego. It's about creating context and building that reputation intentionally.
Helping people understand your story, what you stand for, and where your expertise sits.
Try this: Look at your LinkedIn profile as if you've never met yourself before. Is it clear what you're known for?
The takeaway
I don't think AI makes personal brands less important — in fact, I think it makes them more important.
Because as information becomes easier to generate, credibility, judgement and trust become more valuable.
And visibility is often how those things are built.
Speak soon,
Dupé
PS: If you're building a business and want to become more visible online, I help founders turn their expertise into content, credibility and opportunities. Reply to this email and let's chat.
