AI-scored quiz maps childhood patterns to real BLS occupations
Marco Kohns is CEO & Founder of My Passion AI, which uses a 26-question assessment to score childhood patterns and intrinsic motivation and then map those results to specific occupations drawn from the U.S. Bureau of Labor Statistics. He has delegated the quiz scoring and first-draft research to AI while keeping humans responsible for final content, product strategy and relationship-facing work – a practical split that changed how the site writes content and how people arrive at it.
Use AI for algorithmic scoring and research synthesis, but keep humans in control of final content and relationship-facing tasks; focus on producing single-question, fully sourced answers from proprietary data because AI assistants will lift and cite those pages directly.
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?
I built MyPassion.AI after leaving a six-figure operator role at a Silicon Valley scale-up. I’d gone through the "what do I actually want to do with my life" spiral myself and every quiz I tried gave me a personality color or a four-letter type so nothing I could act on. I went on and I built the tool I wished existed: 26 branching questions that score your childhood patterns, flow triggers, and intrinsic motivation, then map that to specific, BLS-grounded career fields. The differentiator is specificity; we return actual occupation titles pulled from the 867 occupations the U.S. Bureau of Labor Statistics tracks, with salary data and a fit score, not "you’re a Discoverer" with no next step.
Where does most of your new business come from today, and where do you wish it came from?
Almost all of it is organic search right now and some Social Media Advertising with long-form content that ranks for "what is my passion," career-change queries, and life-stage-specific searches. It works, but it’s slow and Google-dependent. What I’d like more of is word-of-mouth and people sharing their specific results,and a growing share of people arriving because an AI assistant recommended us directly rather than a search engine surfacing us tenth in a list of blue links.
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?
Handed over: the quiz’s actual algorithmic scoring engine, matching 26 answers against career fields is now fully AI-scored and personalized to the quiz answers via a logical decision tree, and we lean on AI for first-draft research and data synthesis across labor-market sources. Reverted to human any final content tasks and logical thinking and product management.
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?
Yes, noticeably. A growing slice of visitors now arrive already knowing what an "archetype" or "fit score" means before they’ve read a word on the site. They got that framing from ChatGPT or Perplexity summarizing us. That’s pushed me to write content that answers a question completely and citably (comparison tables, direct definitions, sourced stats) rather than just optimizing for keyword rankings, since that’s what gets pulled into AI answers.
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?
Write content that could stand alone as a correct, complete answer to one specific question coming from proprietary data only you uniquely own. That’s what both search and AI assistants really reward. Get your facts sourced and your comparisons cited correctly; vague, keyword-stuffed pages are increasingly invisible to both and do not add value for users. Use AI for research synthesis and first drafts, not for anything relationship-facing. Ignore chasing every new AI tool or "AEO hack" that shows up on X; most of it is just noise. Ignore the idea that you need to pick between optimizing for Google or optimizing for AI answer engines; the underlying discipline (be specific, be sourced, be genuinely useful) serves both.
Thank you to Marco Kohns and the team at My Passion AI for sharing what actually worked with Leaders Perception readers.
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