Where’s the Value in Expertise Anymore?

In a world where information is instant, infinite, and free, the value of true expertise feels increasingly… invisible.

Clients are turning to tools before people. Engaging an expert might not even be part of the consideration anymore. We could even end up in a world where someone doesn’t want your help, they just want a well-written prompt.

AI can generate surface-level insights in seconds. Speed is increasingly prioritised over depth.

And often, the loudest voice in the room drowns out the most considered one, especially in online places like LinkedIn.

It’s tempting to dismiss this as a short-term trend. But we think it’s something deeper.

Average Joe is mistaking availability for understanding. Replication is being confused with originality. The subtle signals of genuine expertise – context, nuance, implementation – are being flattened. What was once rare and respected is now treated as just another input to a chatbot.

And most of the time, no one seems to be talking about it.

Because talking about it means confronting something uncomfortable. That everything we’ve spent years building might no longer be enough.

For many experts, this isn’t just a shift in tools. It’s a reckoning with meaning.

Because expertise has never just been about knowledge. It’s about judgement – knowing what matters (and what doesn’t), making calls when there’s no clear answer, and applying wisdom in messy, real-world contexts where theory breaks down.

That kind of expertise can’t be scraped, cloned, or spun up by a prompt.

But it can be sidelined, if we let it.

So the question isn’t how do we keep up with AI? It’s this:

How do we make real expertise matter more than ever?

Because that’s the work worth doing. And it’s work we’re on a mission to lead.

So let me ask you something:

What does true expertise mean to you?