Human Expertise, AI Efficiency
The Partnership That's Redefining Small Business Success
WRITTEN BY: MARNIE WILLS, BUSINESS WITH AI STRATEGIST
The AI headlines are endless, it's easy to dismiss it as just another trend, something to monitor from a distance until it becomes "necessary." But here's the reality that became clear to me after implementing AI across my businesses: AI isn't simply a tech trend: it's a fundamental behavioral shift in how we access knowledge, solve problems, and make decisions.
Let’s start by looking back at other behavioural shifts we have seen. Think about how the smartphone changed not just what we used, but how we lived. Before smartphones, we planned ahead, carried maps, and memorised phone numbers. Now? We navigate differently, communicate differently, and make decisions differently.
AI is creating a similar paradigm shift, but at an extremely fast pace. (Did you know there are now 600 million users monthly with Chat GPT and 350 million users of Gemini monthly, as of end of April 2025?)
When I first started using AI tools like Jasper.ai a copywriting tool back in 2023 (reluctantly, I might add, I was the entrepreneur who outsourced anything remotely technical), something unexpected happened. I wasn't just using a new tool; I was fundamentally changing how I asked questions, approached problems and ultimately created new content.
Previously, I was drowning in business development tasks and content creation, constantly stuck in the cycle of 'doing' my business rather than strategically growing it. Honestly I can hand on heart tell you everything changed when I created my custom AI Assistants towards the end of 2024, after embracing AI at the start of the Chat GPT days (November 2022).
My AI Assistants not only help me complete tasks faster and with better quality, but they've given me something unexpected: confidence.
As a business owner, I've been able to take ownership of all aspects of my business in ways I couldn't before. The most transformative part? I've fallen back in love with my business and the impact I can make. What once felt like a constant grind now feels manageable, even energising. With AI speeding up the operational heavy lifting, I can finally focus on the vision and strategy that truly excites me.
The confidence and renewed passion I've found isn't unique to my situation, it's available to every small business owner willing to embrace this shift.
If I listen carefully I can hear your mind monkey saying ‘AI is going to replace me’. AI isn't here to replace your expertise or passion, it's here to save you from the operational tasks that drain your energy and creativity. Think about it: as small business owners, we've traditionally worn every hat out of necessity, not preference. Marketer, accountant, customer service rep, content creator. We do it all, often at the expense of the strategic thinking and human connections that truly drive growth.
But what if your job description could evolve? What if you could delegate the execution of these routine tasks while elevating your focus to the strategic vision and meaningful client relationships that only you can provide?
This isn't about replacement, it's about evolution. Just as email changed how we communicate and smartphones changed how we access information, AI is changing how we distribute our most precious resource: our time and mental energy.
This evolution becomes particularly powerful when you bring your unique domain expertise into the equation.
Domain Expertise + AI = The Winning Combination
Let me explain. Recently, I came across a post from a colour and style consultant who tested a generic AI colour analysis tool. The result? Completely incorrect recommendations that contradicted her professional expertise. The AI suggested warm tones for someone with cool skin and recommended avoiding the very colours that suited her best.
This perfectly illustrates a critical point: generic AI without domain expertise can miss the mark entirely. But here's where the opportunity lies.
Imagine if that same consultant created an AI assistant trained on her specific colour analysis methodology, frameworks, and expertise. She could offer preliminary online assessments powered by her custom AI, while reserving the irreplaceable human touch for in-person consultations.
This isn't theoretical. I've worked with many service providers across industries create domain specific AI assistants that:
Deliver preliminary insights based on their expert frameworks
Free them from repetitive aspects of their work
Allow them to focus on the high-value, human elements that clients truly pay for
The winning formula isn't AI or human expertise, it's AI amplifying human expertise.
While creating custom AI assistants offers immediate benefits, and I highly recommend it if you haven’t started, I wouldn’t be doing you justice if I didn't highlight an even more significant shift on the horizon that demands our attention.
The rise of AI agents, autonomous AI systems that can perform complex tasks with minimal human oversight.
AI agents, both within large language models and those connecting multiple AI systems together, are already available and becoming more sophisticated each month. What these agents lack isn't technical capability, but the specialised domain knowledge that you possess.
As these AI agents become more integrated into everyday business operations, small business owners with deep expertise in specific niches have an unprecedented opportunity.
By embedding your methodologies, frameworks, and unique approaches into these systems now, you can extend your expertise and create a significant competitive edge.
While other small business owners in your field are still debating whether to adopt AI or have that ‘just experimenting approach’, you'll be building AI assistants that think and operate according to your unique expertise. This early adoption creates a compounding advantage, your AI systems improve with use, learning from each interaction while your competitors haven't even started.
Let me leave you with some questions to consider:
What unique methodologies, frameworks, or approaches define your expertise?
How could an AI assistant trained on your specific expertise supplement your services?
Which aspects of your work require your unique human touch, and which could be enhanced by AI?
The small business owners who thrive in the coming years won't be those dabbling with AI adoption, they'll be those who strategically train AI to represent their unique expertise while they focus on delivering exceptional human connection.
Are you ready to make that shift?
ABOUT THE AUTHOR
Meet Marnie Wills: international athlete, mum, CEO, and all-round energiser bunny.
From PE teacher to performance coach to tech-savvy entrepreneur, Marnie’s superpower is making big impact look ridiculously fun. Whether she's sparking lightbulb moments with AI or championing others’ wins, one thing’s for sure: she leads with heart, hustle, and a whole lot of high-fives.
Lover of sport, learning, laughter—and connecting with other humans who believe business should feel good and do good.
Warning: High energy. High impact. Highly likely to make you believe anything is possible.
