The AI Reality Check
ChatGPT is already LiveInCare USA’s fourth-biggest traffic source
Daniel Preston founded LiveInCare USA after seeing how hard it was for families and caregivers to find each other in live-in care. The platform lets families post needs and lets independent caregivers and agencies list what they offer, without trying to control the relationship. What makes the story worth reading is that ChatGPT is already sending meaningful traffic to a young care marketplace.
AI is useful for repetitive work, first drafts and research, but not for judgment calls in a business built on trust. The bigger shift is in discovery: customers are already arriving through AI assistants, so companies need to make sure those tools can understand what they do and when they are relevant.
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 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.
Where does most of your new business come from today, and where do you wish it came from?
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.
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 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.
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. 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.
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?
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.
Thank you to Daniel Preston and the team at LiveInCare USA for sharing what actually worked with Leaders Perception readers.
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