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There’s a quiet mistake happening in almost every entrepreneur’s workflow right now, and it’s not that they’re using AI. It’s how they’re relating to it.
You’ve been using AI all wrong.
People are leaning on AI the same way they’d lean on a seasoned strategist, a senior developer, a trusted advisor, or a creative lead who understands their brand inside and out. They expect good judgment. They expect accuracy. They expect expertise.
And AI is more than happy to perform expertise: confident tone, polished phrasing, authoritative structure; while having absolutely none of the lived experience that makes real expertise reliable.
That gap is where everything starts to fall apart.
AI isn’t trying to mislead you. It simply doesn’t know what it doesn’t know.
It doesn’t understand your market, your constraints, your audience, or the real-world consequences of a bad decision. It is only predicting what sounds plausible based on billions of unrelated examples.
You’re asking it to make expert decisions it has zero context for, and because it can produce something that reads smoothly and confidently, it tricks you into thinking the underlying logic must also be sound.
When someone asks AI to “write the blog post,” they’re not just delegating a task. They’re assuming the tool understands their brand, their positioning, their ideal client’s psychology, and the strategic angle behind the topic.
It doesn’t.
When a founder feeds AI a broken piece of code and assumes the first solution is reliable, they’re assuming the tool understands architecture, environment, dependencies, security, and performance.
It doesn’t.
When leaders ask AI for a “data interpretation,” they’re assuming it understands context, bias, anomalies, or what matters most to the business.
It doesn’t.
When someone asks AI to “give me a business plan,” they’re assuming it understands timing, competition, capacity, pricing, cash flow, or whether the idea makes any sense in the real world.
It definitely doesn’t.
And because AI is built to sound certain, people confuse fluency with intelligence, confidence with accuracy, and structure with strategy.
AI is not a senior anything. It’s not your marketing director, or your CTO, or your brand strategist, or your analyst.
AI is more like a fast, eager, inexperienced intern who has read the entire internet without understanding any of it. It can mimic patterns but not meaning. It can predict what “word should come next” but not whether that thing is right, legal, on-brand, safe, or aligned with your goals.
And to be clear, that doesn’t make it useless. It makes it powerful within the right boundaries.
But a tool that produces first drafts should never be allowed to behave like a tool that makes final decisions.
It’s skill level is more like an intern, and you need to revise your thinking to use it that way.
Let me tell you exactly how this plays out in the real world, because I see it constantly when entrepreneurs come to me after AI has quietly and accidentally sabotaged their marketing.
Someone will proudly show me a website their AI “helped them write,” and every single page sounds like it came from the same template that 500,000 other business owners also used last week.
Was it fast? Yes. Is fast helpful? Often.
That’s not the entrepreneur’s fault; it’s the predictable outcome of treating AI like a senior marketer.
I always remind our members that AI has been trained on basically all of the internet, and at least 80% of the total internet is utter crap.
Crap in, crap out. Or at least, crap in, mediocrity out.
Plus, it was trained several years ago now (because that training actually takes a LOT of time, even when AI is fast), so the information is already old. Business moves at the speed of light now and information can become outdated quickly.
AI does not know what makes you different. It does not understand your category. It does not have a decade of pattern recognition that tells it why your audience buys. It has no emotional intelligence, no lived experience, and no ability to challenge your assumptions.
It bases it’s responses on the average of everything it has ingested.
And your business wasn’t born to be average.
The moment you ask it to “sound professional,” it goes straight to the consensus. And consensus is where originality goes to die.
And don’t get me started on the SEO advice it gives out. I still see AI tell people to “add meta keywords,” which stopped being part of Google’s ranking algorithm over five years ago. It once recommended to hide words on website pages by using white text — a strategy that can now get your website restricted by Google. It confidently recommends tactics that are outdated, ineffective, or outright harmful.
Entrepreneurs assume what AI generates must be right because the phrasing is clean and authoritative. Meanwhile, I’m over here unraveling broken strategies that never would’ve happened if an actual human expert were involved. (And not a human fakexpert … that causes a whole set of different issues).
This is exactly why so many websites tank after an AI rewrite. The entrepreneur thinks they’ve improved things. Google thinks: “Huh, looks like content we’ve seen a million times before.” And rankings fall accordingly.
AI is not trying to mislead you; it’s doing the best it can with incomplete, outdated, or statistically average information. That’s all it knows how to do.
Much like if you were to ask an intern for advice, you may receive information, but it probably isn’t the information with real expertise and nuance behind it.
Which is why you still need humans — experienced, trained, battle-tested humans — to set the strategy and guide the machine.
I love (not really, I get annoyed AF) when AI tells me “this is the final correct information” … and it definitely is not. I redirect it, and the next version is also the final completely correct version, and still is not. I know this because I’m the expert. Yet it still sounds fully confident even when it is flat out wrong.
If you give an intern vague direction and then assume they’ll deliver polished, expert output, you’re going to spend a lot of time cleaning up the mess. That’s assuming that you actually carefully check the output, and too many entrepreneurs who are using AI wrong are not.
If you give AI the same vague direction and treat the output like gospel, the mess gets published, deployed, or implemented at scale.
Managing AI well means you already understand exactly what it is capable of and exactly where the human brain is still non-negotiable.
That’s where things finally click into place.
It looks like not letting it write the article on its own, but letting it produce a starting point you refine into something worth reading. Even better, what I do is use the audio feature and talk to it, sharing everything I want it to know about whatever article I am writing — all of that expert nuance that it won’t otherwise have — and then let it combine it into a cohesive breakdown. Which I still then edit more than once.
It looks like not trusting the code that you ask it to write blindly, but letting it generate an approach you test, adjust, and merge based on real architecture. Never use AI for code if you don’t already know how to write code.
It looks like not asking it for conclusions from your data, but asking it to surface patterns and summaries which you then analyze yourself. It’s great at the hard data; it sucks at the nuance.
It looks like you guiding the brand work because you actually understand your audience, while AI simply mirrors whatever style happens to be most common, and common likely is NOT your brand.
AI does not reduce the need for expertise. It simply reduces the time it takes to express it.
That’s the shift people are missing — the nuance that turns chaos into leverage.
Anyone can throw prompts at a chat window. Very few can direct it with the precision that makes it an asset instead of a liability.
The moment you stop treating AI like a magic wand and start treating it like the very fast, very literal, very inexperienced assistant that it is, your results change immediately. Your work gets better, not more generic. Your decisions get sharper, not more automated. And your time gets freed up without letting your standards collapse.
AI isn’t here to make you irrelevant. It’s here to make your expertise impossible to ignore — if you stay in the role you’re actually qualified for: the one with judgment.
When you’re not already the expert, AI shouldn’t be running the show. It can move faster, but it can’t replace someone who actually understands, for example, marketing, SEO, and buyer psychology. That’s where I come in. I bring the strategy, nuance, and differentiation; AI becomes the unpaid intern that helps us execute faster once the direction is set.
That’s exactly why I am creating the solid ways for entrepreneurs to use AI to get better results than you’d find on your own, such as my AI-Brand workshops and the custom GPTs only available inside members in The Unscrewed Room. That members is free, by the way, because I know that entrepreneurs need this help.
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