You know the caption. “Unlock your glow ✨ Elevate your self-care journey.” It sounds like every other account, like shit, because it was written the same way every other account wrote theirs.
People can feel it. And the research says it costs you. Researchers at Washington State University ran experiments with more than 1,000 adults. They showed people the exact same product descriptions, but one version mentioned AI and one didn't. The AI version lowered emotional trust, and with it, how likely people were to buy. The drop was bigger for higher-risk purchases, like medical devices.
Think about what your clients are buying. A needle near their eyes. A chemical peel. Someone they let touch their hair before the most impactful and important days of their life. That's high-risk, and trust is the whole sale.
So here's my hot take: AI shouldn't write your voice. It should run your systems.
Here's the split I teach.
Let AI handle
- Sorting your client list by who's overdue to rebook
- Drafting the reminder and follow-up messages you'll edit and approve
- Pulling your monthly numbers into dashboards
- Organizing notes, forms and records so nothing slips
Keep human
- Your captions and your stories
- Your before-and-afters and why they matter
- Your opinions (these, for example)
- The way you talk to a nervous first-timer
Used this way, AI gives you hours back. Then you can spend them on the work only you can do: the art, the care, the human connection that we crave more and more every day.
We consume so much, don't forget to keep producing.