Stop using AI just for content creation.

Ellen Anckaert argues that small businesses should look beyond AI content creation, lead generation and voice tools. She directs attention to repetitive, internal daily tasks where automation may create value without changing the customer-facing personality of a company.

In her view, AI can help a business respond quickly outside working hours while people rest or spend time with family. The human touch remains important, so the short frames AI as support for practical operations rather than a replacement for the relationship a company has with its clients.