The Real AI Shift: Why You Can’t Scale a Handshake
I’ve been doing a bit of reading lately. Specifically something David Meerman Scott shared regarding AI and the future of buyer knowledge. It was a post that went viral that I think everyone should read by Matt Shumer. It should be mandatory reading for everyone. Really,
It got me thinking about a layer of disruption that I don’t reckon enough people are talking about.
We often hear two sides of the AI argument. It is either “get on board or get left behind” or “don’t worry, just stick to hands-on work that robots can’t do.”
But I think we need to shift our thinking. It is not just about fear versus action. It is about Needs vs Wants.
The Trap of the “Safe” Job
Consider this scenario. We know AI is coming for knowledge work. Writing, coding, data analysis. These things are getting automated fast. So the logical reaction is to tell our kids to move into “safe” hands-on roles.
“Become a surgeon,” we say. Or a plumber, an electrician, a hairdresser.
But what happens when millions of displaced knowledge workers eventually lose their roles and migrate into those “safe” industries? You get a heap more competition for those jobs. Suddenly the supply of workers spikes and wages get pressured downward.
If average incomes drop across the board because of this, discretionary spending dries up. In that world people stop spending on “wants.” They only spend on “needs.”
The Return to the Unscalable
So if scalable work is being done by AI and “safe” manual work is becoming overcrowded, where does that leave us?
This is where I believe the real value lies. It is not about finding a job that requires a hammer. It is about realising that in a world of infinite AI-generated content, the things that truly matter are the things you cannot scale.
You can’t scale a handshake and a meeting over a coffee at a local cafe. You can’t and should not scale what you eat.
These aren’t luxuries. They are the core of a real human experience. And as the digital noise gets louder, these unscalable moments become the only things we can really trust.
Proof of Reality
I look at this through the lens of my own work. I don’t just produce photos, videos, and virtual tours with marketing in mind anymore. There is something more important now that takes what I do up a layer. See exactly how a 360° Virtual Tour provides this proof of reality for local businesses
It is about validation.
Sure, I use AI in my business processes. We all should. But the final result has to be grounded in reality. When I produce a virtual tour, I am giving people a transparent look at a place. It confirms that this business or this location actually exists, exactly as it is, without the filter of an algorithm.
That is the value I am trying to bring. Not just content, but proof.
What This Means for You
I’m not saying this because I think everyone needs a virtual tour. I’m saying it because I think every business owner needs to look at their own work through this lens.
If we are heading into a world where anything digital can be faked or automated, then your competitive advantage is your authenticity. It is the trust you build when you show up in person. It is the unscalable care you put into your service that a bot simply can’t replicate.
We need to build our focus around that new mindset so we don’t lose sight of what matters most.
Technology will change. But the need for real human connection isn’t going anywhere. In fact, it is about to become the most valuable currency we have.
This article was first published in my LinkedIn Newsletter on February 18th 2026
