Jodie Cook, founder of Coachvox AI and a senior contributor at Forbes, has a distinctly unsentimental take on the AI era: change is inevitable, progress is ripe for the bold, and anything a robot can do, humans probably shouldn’t.
In our interview, she talked about using AI to become more human, why entrepreneurs should embrace volatility, and how intention, not automation, is the real superpower of the next decade.
When you think about AI’s current trajectory, what excites you the most? Does anything worry you?
Change is the only constant, and it scares most people. But true entrepreneurs thrive in periods of change. Progress is made during times of change.
I’m excited about anything that levels the playing field and removes barriers to entry. Now that everyone with internet access can learn anything, create any app, and sell to anyone in the world, the opportunity is endless.
A coach in Lagos can now compete with one in London. A solopreneur can build what used to require a team of ten.
If AI causes the world to end, nothing matters anyway. So you might as well play.
If you had to explain your AI philosophy in a single sentence, what would it be? How has it evolved over time?
Use AI to be more human. No one was put here to do tasks a robot could do. Automate, delegate and eliminate everything except the work you love to do. There’s no excuse not to do this.
I used to start free trials of random AI tools and subscribe to every AI newsletter. Now I start with me. What do I actually want to do? How do I want to make money and impact? I create AI workflows that work around that. I’m happy to opt out of the hype.
How do you personally decide what to automate and what not to automate?
Never automate something you could eliminate. I teach coaches and consultants how to run experiments with AI, especially with content creation. Once they know what works and what they actually want to keep doing, we automate that.
The goal is not a hundred automations running for the sake of it. We figure out their simple, unique way of generating leads, servicing clients, and collecting testimonials, and automate the process once it’s proven.
Which human skill do you think is becoming more valuable in the AI era?
The ability to make people feel seen. Full stop. To truly understand the fears, desires and motivations of your dream client and be able to deliver the outcome in the fastest possible way.
The creativity and intuition required to find this combination are beyond AI, and require a combination of human skills and AI skills.
You talk to people and come up with ideas. Robots help with execution.
Are you worried we’re in an AI bubble at all?
We probably are in an AI bubble. But I am not worried, and neither should you be. Bubbles pop. Skills remain. As with any trend or new technology, learn it, and use it to do better work and reach more people.
In the end, it’s all good. So if it’s not good, it’s not the end.
How important is trust in AI for customer adoption and success?
You can never truly trust a large language model because they will always hallucinate. Most AI workflows require human checking, especially if they are high-stakes.
In the coaching industry, transparency matters. Clients should know when you’re using AI and what for.
AI can work for you or against you. So know yourself first. Figure out who you are and what you’re here to do, and line every tool up to make that happen faster and better, in a bigger way. Start with you. You can't go wrong.
What’s one small decision you’ve made that had an unexpectedly large impact?
Last week, I went viral on Instagram. A 60-second street interview had over 2 million views. I hadn’t received that level of exposure before. As the comments rolled in (mainly positive, with some trolls), I wrote about the effect of it on my brain and nervous system.
I received an overwhelming level of support from my followers as a result of being so open about the experience. I shared the weird DMs. The overthinking. The checking my phone too much. People connected with that more than the video itself.
If you fast-forward a few years, what would need to be true for you to feel proud of how you used AI in your business?
I help coaches and consultants use AI instead of letting it use them. In a few years I expect thousands of them to have thriving businesses that they wouldn’t have without Coachvox.
Famous for their work. Attracting perfect-fit clients. Never doing anything below their full potential.
Which recent AI breakthrough made you rethink something fundamental?
AI videos are insane. You can describe a scene and see it come to life in a few seconds, which takes communication to a whole new level. I described a sunset over Barcelona with a woman deadlifting alone. Thirty seconds later I was watching it.
Some people love reading, others love listening, others watching. It’s easy to write an article or record a podcast. But creating a video takes more work, until now.
Artists can ship their work and iterate faster. Visual learners can learn more, faster. Your only limit is your imagination.
Finish this sentence: In five years, AI will make people feel ___ about their work. Why?
Intentional. Using AI well means you can achieve your business goals in a shorter time period. You can dream bigger. You can reach more people. With intention and a drive to make things happen, this is your playground. You could be the best in the world at what you do. Famous in your niche. In demand for your work. Glorious.
You can join Jodie’s next free Coachvox demo here!