How MaxBiz uses AI for routine work, with human checks
Abraham Briceno is the founder of MaxBiz, which builds websites and does SEO for small businesses in Melbourne. He explains how AI agents handle much of the agency’s operational work, why customer-facing output still needs human approval, and how MaxBiz hopes to become more visible in AI answers.
Start by automating one repetitive task, then keep a human check on anything customers see. AI can save time, but the work still carries your name.
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 MaxBiz because I was fed up with SEO agencies that wouldn’t give a straight answer on pricing. They’d say "contact us for details" or "starting at $3,000 a month", and leave customers with hidden costs and unclear results. MaxBiz plays it straight: full transparency, no hidden fees and no surprises. Before we even talk, a prospect gets a free snapshot of how their site stacks up against local competitors.
Where does most of your new business come from today, and where do you wish it came from?
Most of it comes from referrals, word of mouth and SEO. I’d like more of it to come from people finding us through AI assistants as well as search.
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 run a small web and SEO agency in Melbourne, and a team of AI agents handles most of the operational work: prospecting, outreach drafts, competitor snapshots, SEO reports, invoicing follow-ups and site checks. What I took back was anything customer-facing that went out unchecked. Some drafts sounded obviously AI-written, and I deleted one LinkedIn post for exactly that reason. Now I make the strategy calls and approve anything that goes out under my name.
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?
Customers arrive better informed now and have often already compared options. Nobody has told me yet that ChatGPT sent them, which is exactly why I’m working on how MaxBiz shows up in 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?
Start with one boring, repetitive job and automate it properly before adding more. Keep a human gate on anything a customer sees. AI saves you hours, but your name is still on the work.
Thank you to Abraham Briceno and the team at MaxBiz for sharing what actually worked with Leaders Perception readers.
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