David Fisher on using AI without automating human connection
David Fisher is the owner and founder of Kingfisher Communications, which provides keynote speaking, workshops, consulting and communication coaching for organizations, teams and executives. The conversation explores where AI helps with research, why client relationships still need people, and how to decide what not to automate.
Use AI to reduce research and other busywork, but keep people involved in client relationships. Judge each use by whether it creates more room for human connection, rather than replacing it.
What’s the quick origin story of your business, and what makes what you do genuinely different from the other options your customers are looking at?
After being nearly homeless, I entered a marketing business. One of my mentors said, "You have to love what you do." No offence to marketers, but I didn’t love marketing. I was too old to play baseball and chemistry in university nearly killed me, so I knew I couldn’t be an astronaut. I did have public speaking experience and acting experience since grade 8, and with a degree in communications, and certificates in coaching, nutrition, improv, etc., my business was born. That was 10 years ago and it’s been a joyous, incredible, uplifting, messy journey ever since. I love it.
Where does most of your new business come from today, and where do you wish it came from?
Most new business comes from either lead generation platforms or referrals That keeps me incredibly busy. Still, I’d like more coming direct from my website, or from social media. One can never have too many platforms to attract new clients.
What’s one thing you’ve actually handed over to AI in the last year, and one thing you tried it on and went back to doing the human way?
I’ve handed research over to AI, although I still double check sources to ensure accuracy. I did try organizing and follow up with clients using AI, but instead, I hired an assistant to help me. I believe when it comes to human connection, humans should be involved.
Have you noticed a change in how customers find you or what they already know before they reach out? Is anyone arriving through AI assistants like ChatGPT yet?
Not yet, but I do know of colleagues that have been vetted by AI or been found through AI. I’m updating my website to generate more AI attraction. I’ve already seen an uptick in web traffic and although I don’t have the data yet to know if it’s causal or coincidental, it’s encouraging.
If you were advising someone in your industry on all of this for the next 12 months, what would you tell them to actually do, and what would you tell them to ignore?
Ignore the pressure to use AI for everything. Ignore the idea that if you’re not automating your relationships, you’re falling behind. Hire someone who knows how to leverage AI for marketing. Then, run every AI decision through one question: does this make me more human, or less? If AI takes the busywork off your plate, then you have more time to build relationships. Don’t use it to replace the relationships.
Thank you to David Fisher and the team at Kingfisher Communications for sharing what actually worked with Leaders Perception readers.
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