I started LiveInCare USA after seeing how fragmented the process of finding live-in care is. Families are often bouncing between traditional agencies, general caregiver directories and job boards, while caregivers are doing much the same thing from the other side. We built a matching platform specifically around live-in care, where families can post what they need and independent caregivers and agencies can list the care they offer. The important difference is that we’re not the care provider and we don’t try to control the relationship. We help the two sides find each other and communicate, then they can discuss the arrangement directly.

Most of our discovery today comes through search. That’s been intentional because people looking for live-in care often start with a very specific problem rather than a company name: what care costs, whether someone can stay overnight, how to find a caregiver, or what options exist for a parent with dementia. I’d like more of our growth to eventually come from people recommending LiveInCare USA to other families and caregivers. Search can introduce someone to a marketplace, but word of mouth is a much stronger indication that you’ve built something people actually trust.

I’ve largely handed the first-pass work on repetitive content and research tasks to AI. It’s very good at organizing information, finding gaps in a draft and turning a rough idea into something I can work with. What I haven’t handed over is judgment. I tried leaning much more heavily on AI for deciding what we should publish and how we should position it, but the output tends to sound convincing even when the underlying idea isn’t particularly good. I’ve gone back to making those calls myself. AI has become a very capable junior assistant for me, but I wouldn’t make it the person deciding what the business should say or do.

Yes. ChatGPT is already our fourth-largest meaningful source of traffic, which surprised me because LiveInCare USA is still a very young business. What’s also interesting is that visitors coming through ChatGPT tend to spend more time engaged with the site than visitors from most other sources. It’s changed how I think about discovery. I’m no longer asking only whether a page can rank in Google; I’m also asking whether we’ve explained something clearly enough for an AI assistant to understand who we are, what we do and when we’re relevant. AI discovery is still relatively new, but for us it’s no longer theoretical. People are already finding us this way.

I would tell them to start using AI in the boring parts of the business now rather than waiting for some perfect AI strategy. Use it for research, first drafts, organizing information, spotting gaps and repetitive work, then measure whether it’s actually saving time or producing a better result. I would also pay attention to how AI assistants are changing discovery, because we’re already seeing people find LiveInCare USA through ChatGPT. What I wouldn’t do is hand over decisions that depend on judgment, trust or understanding an individual person’s situation. That’s particularly important in care, where you’re dealing with real families making very personal decisions. The mistake would be thinking that because AI can produce an answer quickly, it should also be the one making the decision.