Open ChatGPT. Ask it to write the homepage for a business like yours.
Read it back. It’s good, right? Clean, confident, hits all the points.
Now sit with the scary part.
Your competitor can do the exact same thing in the exact same ten seconds. So can the next one. Every business in your space is about to have a website that sounds identical, because it came out of the same machine.
So to me, the real question is: when words are free and everybody can generate them, what’s left that’s actually yours?
You. Your face. The way you talk about the thing you care about.
That’s the one thing AI can’t fake. And almost nobody is using it.
AI didn’t make you worse. It made everyone the same
I rebuilt my own website with AI, which was previously powered with Webflow. I love this stuff! And so I’m not here to scare you off it.
But I’ve watched it flatten many businesses into the same voice. Same “we help you unlock growth.” Same layouts. Same color styles. When I read a B2B homepage now, you can almost immediately get a sense of the sentences to come before even scrolling.
That’s not a copy problem you fix with better copy. Better copy is what the machine is already spitting out.
Instead, when everyone sounds polished and nobody sounds like a person, sounding like a person becomes the whole game. I wrote more about sounding human again.
People trust people over brands
Think about the last thing you actually bought after being on the fence.
I’d bet it wasn’t a paragraph on a website that closed you. It was a person. A friend who said “just use this one.” A founder on a video who clearly knew their stuff. A customer talking, unscripted, about what changed for them.
We trust faces. We’re wired for it. A prospect will believe 45 seconds of a real customer over three pages of your best writing, because tone and body language carry something text can’t fake.
I put this on the video page I rebuilt this week, so let me show you real ones. A student of Facilitator School explaining how the course changed the way he runs sessions. A school principal in Africa talking about what shifted after she worked with an inclusion consultant. A chiropractor just being a warm, normal human on camera, so new patients feel it before they book.
None of those are ads. They’re people. And that’s exactly why they land.
Here’s the part founders miss: video also gets you cited by AI
This is the bit I want you to really hear, because it changes video from “nice to have” into “do this now.”
When you sit down for a founder video or a customer interview, you’re not just making a clip. You’re generating a transcript. And that transcript is full of the most valuable thing in AI search: specific, first-person sentences that only you or your customer could say.
AI tools don’t cite the business that says “we deliver quality solutions.” They cite the one that says something exact. A real outcome. A real number. A weird specific detail. ChatGPT rewards specificity, and a real conversation produces specificity by accident. You can’t help it. People say true, specific things when they’re talking about their actual experience.
So one 45-minute conversation gives you:
- The main video, for humans who want to trust a face
- Short clips for LinkedIn and Instagram
- Pull quotes for your homepage and emails
- A full transcript, packed with the exact language AI engines reward
- A written case study built to be found by Google and AI
That’s the trick. The same recording that makes you memorable to humans makes you visible to machines. That’s why I bundle video and AI visibility together instead of treating them as two different projects. They’re the same move.
The excuse is gone
I know what’s stopping you. “I don’t have a crew. I hate being on camera. Editing takes forever.”
Two of those aren’t true anymore.
I took a real client call, nothing special, just me walking someone through a migration, and cut it down to a 37-second video that shows how I actually think. No crew. No studio. AI did the heavy lifting on the edit. It took an afternoon, not a production budget. I broke down exactly how here.
The camera-shy part is real, I’ll give you that one. But it’s also the point. The little imperfections are the proof it’s a human. That’s the asset now.
What to actually do this month
Don’t overthink it. Pick one:
- Record a founder video. You, 60 to 90 seconds, saying why you care about the work you do. That’s it.
- Interview one happy customer. Your best client, on a relaxed call, talking about what changed. You barely have to be in it.
Get on the call. Talk like a person. Let the mess in. Then chop the recording into clips, quotes, a transcript, and a written case study, and put those everywhere a human or a bot might look for you.
AI is going to keep getting better at sounding like everyone. It’s never going to get good at being you. That’s not a small edge. In a world of identical websites, it might be the only one left.
So point a camera at yourself and use it.
And if you’d rather not sort out the how on your own, that’s my whole job. Come tell me about your brand and we’ll figure out what makes you sound like you.
Let’s go.