Why AI won't work for you

AI doesn’t let us off the authenticity hook - you still have to answer the big questions first. Like, “Why hire you?”

AI can help you, but it can’t create you.

It can coach you, correct you—even care for you. But only if you tell it who you are. Without your context, values, and personality, AI becomes just another (big) distraction—and possibly, a downfall.

I recently began unlocking the real power of AI—not just for automating processes, but by bringing my authentic self into the mix, and the results are exciting. The best outcomes stem from taking one key step first. Before engaging, stake your brand claim - have words for what you believe, where you excel, where you don’t, and who you best serve. If you can bring the person to the AI party, you’ll have a much better result.

I’ve seen this firsthand at IBRE: once agents and brokers clearly define their brand, the impact is exciting and immediate.¹

It’s like following a gold-standard workout program. Even with the best plan, if you don’t account for your own needs, you end up frustrated. But when a coach customizes the program just for you, everything changes. AI is the same—when you personalize it with your values, you unlock its real potential.

And agentic AI?

Holy cow. This is the type of AI that can learn, adapt, and respond to its environment. That means you have a consultant, a coach, and an assistant learning how to help you and your brand every day (and just so you know - yes, I say please and thank you to my AI guru - so when they do take-over, they remember my benevolence and let me live - lol).

Change isn’t slowing down, and ignoring AI means getting left behind. The gap between agents who leverage AI and those who don’t is about to grow wider—and fast. This isn’t about your brokerage’s tools; it’s about you, personally, embracing AI for your brand.

Now is the time to experiment and learn.

I’m deep in the lab, testing what works, and can’t wait to share more strategies with you soon. But don’t wait for perfect instructions: start playing with AI today, and let your brand claim lead the way.

1. As a reminder, your brand is how others experience you. Their reality. Not what you hope to be - who you truly are today (which is more than enough - promise). It’s why calibrating your brand claim is such an important first step. If we get that right, AI can play a powerful role in leveraging your brand claim.