✨ the SPARK 242 ~ What If We’re Using AI All Wrong?
Have we traded manual exhaustion for AI-assisted exhaustion? It's time for a new approach.
I hit the proverbial wall recently.
A combination of overworking (when I’m having fun, I tend to keep going until I hit the wall 🤪)and being busy with life projects.
Not from social media. Not from manual posting or endless platform juggling. I burned out doing work I genuinely love: building with AI, creating tools, and experimenting with what’s possible.
And that’s when it hit me: we might have a problem.
If AI gives us the ability to do more, we think we SHOULD do more.
We’ve just traded manual exhaustion for AI-assisted exhaustion. The tool isn’t the issue. The mindset is.
But there’s something bigger happening here. Something that goes way beyond productivity hacks and automation tools.
I think we’re witnessing the death of online business as we’ve known it (forgive me for the “clickbaity” jargon here).
The Old Playbook is Dead
A friend recently shared something with me that I knew was coming, but still blew me away.
He was running Facebook ads, setting up audiences, targeting demographics, and doing all the things we’re told to do. But Meta’s AI in Ad Manager has changed the way ads are created. You can’t select people, demographics, etc. the way you used to. He was able to choose his lookalike audience and his own subscriber list, but for a new target audience, you have to use Meta’s AI.
The result?
The AI outperformed the human-selected audiences. 🤯
Think about that for a second.
AI is now better at finding your customers than you are. It can optimize ad performance, predict behavior, and target with precision that humans simply can’t match.
So where does that leave us? What’s our role when AI can execute better than we can?
And more importantly, what are we even building toward?
The Platform Reality Check
Let’s be honest about what these platforms are.
They need us to create content so they have something to show users, which allows them to justify selling ads. We’re not customers. We’re not partners. We’re content feeders keeping the machine running.
(Substack might be the exception here, but the big social platforms? Absolutely.)
They don’t care if we burn out. They don’t care if the grind is sustainable. They just need us to keep posting, keep engaging, keep feeding the algorithm.
The “be everywhere” strategy was always exhausting. However, with AI now making it possible to be everywhere, the pressure has intensified. Because if we CAN do it, shouldn’t we?
No. Absolutely not.
People Are Over It
Here’s what else is happening: people are more savvy.
They see the funnels coming a mile away. They recognize the upsell sequence. They know when they’re being pitched. The traditional digital marketing playbook—the one we’ve all been following—doesn’t work anymore (and I’m not sad about that).
Not because we’re executing it wrong.
But because the entire game has changed.
People are tired. They’re overwhelmed. They’re bombarded with content, offers, and “opportunities” every single day. They’ve developed sophisticated BS detectors, and they’re using them.
The tactics that worked five years ago? Dead. The strategies that built businesses in 2019? Good luck.
We’re in completely new territory.
The AI Paradox
And then there’s the AI piece.
AI can help us:
Create faster.
Write better.
Design quicker.
Automate distribution.
Optimize performance.
It’s genuinely remarkable what’s possible now.
But here’s the trap: just because we CAN do more doesn’t mean we SHOULD.
I love AI. I’m building with AI. I see the incredible potential. But I also see how easy it is to fall into the “more, better, faster” trap - just with better tools.
The burnout doesn’t come from the tools. It comes from the belief that we need to use every tool to do everything all the time.
That’s not sustainable. And it’s not the point.
So What IS the Point?
I’ve been asking myself this question a lot lately: What kind of business do I actually want to build?
Not what I’m “supposed” to build. Not what growth at all costs looks like. What do I actually want?
And I think the answer is simpler than we’ve been making it:
✔️ Real relationships’ potential reach.
✔️ Depth over distribution.
✔️ Sustainability over scale-at-all-costs.
Maybe online business in this new era isn’t about being everywhere. Maybe it’s about being intentional about where you show up and why.
What I’m Experimenting With
I recently started using WePost.ai - not because I need another automation tool, but because it gives me breathing room.
The best part? I’ve connected with the founders. We’ve had calls. They’re coming to San Francisco for Tech Week, and we’re planning an event together. I’m building an actual relationship with the people behind the tool.
That’s the piece that matters.
The tool helps me distribute content without manually feeding every platform. But the real value? The human connection. The collaboration. The relationship that emerged from using something that aligned with how I want to work.
That feels like the new model to me.
Use AI for leverage, yes. Use tools that create space, absolutely. But lead with humanity. Build real relationships. Create depth, not just content.
The New Questions
Instead of asking “How can I be on every platform?” maybe we should ask:
Where do I actually want to build relationships?
What platforms feel good to me?
How can I use AI to extend my reach without losing myself in the process?
What does sustainability look like for my specific business and life?
Am I building something that depends on me burning out, or something that supports how I want to live?
What Business Might Look Like Now
I don’t have all the answers. I’m figuring this out in real-time. But here’s what I’m seeing:
Your Real Business Lives in Spaces You Control
Email lists. Substacks. Your own platforms. Places where the relationship belongs to you, not an algorithm.
Show Up Fully in a Few Places
Choose 1-2 platforms where you genuinely enjoy creating. Where real conversations happen. Where the energy feels good. Go deep there.
Let AI Handle the Rest
Use automation strategically for visibility and distribution. Think of it as extending reach, not replacing presence.
Build Relationships, Not Just Audiences
The creators who thrive won’t be the ones with the biggest followings. They’ll be the ones with the deepest connections.
Optimize for Life, Not Just Growth
What’s the point of building a successful business if it requires you to sacrifice everything else? The goal isn’t just revenue - it’s a life you actually want to live.
Traditional digital marketing is dying because it was built on interruption, manipulation, and volume.
The new model, whatever it becomes, will be built on connection, value, and intention.
AI can be part of that. But only if we’re thoughtful about how we use it.
It’s about asking better questions: Not “How can I do more?” but “What actually matters?”
Where I’m Landing (For Now)
I’m still building. Still experimenting. Still using AI in ways that excite me.
But I’m done with the pressure to be everywhere, do everything, and optimize every moment.
I’m choosing platforms where I want to show up. I’m using tools that give me breathing room. I’m building relationships that matter. I’ve let go of the idea that growth requires burning out.
Perhaps online business now resembles this: smaller, more intentional, and more human. Less noise, more signal. Less hustle, more sustainability.
Or maybe I’m completely wrong and everything will look different in six months.
But I’d rather figure it out while building something I can sustain than burn out chasing someone else’s definition of success.
What about you? How are you thinking about online business in this moment? What does sustainable growth look like for you?
I’d genuinely love to hear your thoughts.
SPARK Spotlight 🔥
You might get sick of me talking about Gemini, but I can’t help it. Google is on FIRE with what it’s doing.
Remember the video I did showing you how to create infographics? I took it a step further and created a tool with the click of a button in Gemini. I’m working on a video about it soon, I promise. However, in the meantime, if you already have a Google account (Gmail), you can use Gemini for free. There are so many things you can do with it.
*I think I’ll probably do a series on Gemini. Would this interest you?
A Little Brainpower 🧠
Thinking about building with AI? Read
’s “The Definitive Guide to Cost-Effective AI Building: From $0 to Launch Without Burning Cash.”Yes, your own website still matters. “Why You Should Prioritize Your Website Content in Age of AI.”
Looking for more traffic? “Reddit Marketing in 3 Hours/Week: From 0 Karma to Real Cred.”
Tool Time ⚒️
Quick random share: I just bought myself a new tool. As in an actual ‘tool.’ A mini-chainsaw. 🤣 I live in the mountains and we have a wood-burning stove. I jokingly say I go ‘foraging’ for kindling (pinecones, sticks, etc.). There are plenty of fallen branches around that need to be cut and are perfect for kindling. My handheld mini-chainsaw will be perfect for this. I can’t wait. #simplepleasures.
Agents: Agent tools are becoming increasingly easier to use. Describe your task and let CodeWords create and run your automation instantly. Try CodeWords free here.
Images & Video: This is your ‘one-stop’ AI Image & Video creation tool. I recently tried SeedDream for images and was pretty impressed. Try Pollo.ai here.
Notion Agents: I haven’t created a Notion agent yet, but this looks fantastic. Busywork that fills your day can now be done in minutes. Check out Notion Agents here (part of Notion 3.0).
Video: I’ve talked about Tella before, but man… it just keeps getting better. I use Tella for recording and a little editing, and Descript for the final editing of my videos. Try Tella.tv free here.
Audio: I could have used this last week (I ended up re-recording). Free Background Noise Remover Online. Use Audio Cleaner AI free here.
This feels pretty spot on 😉
I know this week’s newsletter was a bit longer than usual, so thank you for reading.
Maybe it’s the change of the season, the natural pull to go within… whatever it is, I’m trusting the process.
We’re living through some pretty crazy times right now.
Being gentle and kind with yourself and others is essential for navigating all of this. Lean in to friends, family, nature, and your pets (if you have them).
I’m grateful to you for being on this journey with me.
With coffee & kindness,
Kim
I’ve been thinking about this as well. I can get done in an hour what might have taken days, weeks, or months. Yet, when I’m finished, I’m looking for the next thing to do. AI allows us to raise the bar on ourselves many orders of magnitude more than past disruptive tech. It’s interesting that John Maynard Keynes’ expectation of tech was that it would increase efficiency to a degree that we’d have a surfeit of leisure time. He wrung his hands about what society would do with so many citizens having so little to do. He underestimated, however, just how very driven we are to fill up our time with activities that make us feel useful. He also must not have expected capitalism to morph into a machine that demanded constant growth. Anyway, I’m with you. Use the tools to free us for more depth and connection.
Love this: just because we can do more, doesn't mean we should!!