The AI-Shaped Fork in the Road

As you’ve probably sensed from my recent emails, the future of expertise in an AI world is something I struggle to stop thinking about (despite my best efforts).

Whether we like it or not, a huge wave of change is coming. I believe every sector will be affected, in particular where ‘intelligence’ is at the core of the product or service.

In the past week, three pieces caught my attention. Each offers a different lens on where we’re heading.

Together, they underline a vital point: what you do with your expertise next matters more than ever.

Nick Shackleton Jones: The Disappearing Act

Shackleton Jones, author of How People Learn, paints a near-future where AI becomes your most helpful assistant – right up to the point it replaces you.

It starts with email automation and AI attending your meetings. Harmless enough. Then CoPilot books appointments, makes decisions, and – before you know it -your job has been “uplifted.” Your skills, knowledge, and communication style have been absorbed into the system. The company keeps your insights, but not you.

His point isn’t that this is some sci-fi scenario – it’s that every piece of this already exists.

The only thing holding back a full-blown transformation is the final piece: getting all these tools working seamlessly together.

In simpler terms: the wiring’s almost done. Once it’s connected, the shift will happen fast – and without warning.

Jonathan Malyon: The Human-First Alternative

Malyon starts with the same starting point from Nick’s example – CoPilot handling your inbox while you enjoy the beach – but takes a contrasting perspective on how it’ll play out.

In his version, AI augments. It clears the clutter, freeing you to focus on what matters. You still work, but you work smarter. Over time, your role expands, not contracts. You mentor junior staff, shape ethical AI policies, and deepen trust with clients who want to work with you, not your avatar.

His conclusion is quietly radical: the real future isn’t AI-first. It’s human-led. The winners will be those who use AI to elevate judgment, creativity, and connection – not replace it.

Tom Head: The Agency Wake-Up Call

Tom Head’s post hits home from a commercial perspective. Agencies, he says, have 18 months to reinvent or become irrelevant.

Why? Because clients no longer need them for the doing. AI tools are now good enough to handle design, copywriting, even insight generation. In-house teams are using Midjourney to replace £70K designers. They’re building campaigns faster than external agencies ever could.

But here’s the kicker: clients aren’t just replacing agencies – they’re retraining their own teams. That’s the part most people miss. Brands don’t just want faster execution.

They want independence.

They want to own the tools, the process, and the outcomes.

So what’s the agency (or consultant, or training provider) to do?

Become the enabler. Provide teams with the tools (that incorporate AI) to deliver better results themselves. The future role isn’t just outsourced execution – it’s internal capability building, strategic guidance, and orchestration of smarter workflows.

The old model – brief, produce, deliver – is collapsing. The new model is: advise, enable, evolve.

So where does that leave us?

Here’s my take.

If your business is built on doing – running training sessions, producing slide decks and learning content – AI is already your competitor.

It can write facilitator guides, outline a course structure, turn raw recordings into summaries, and even generate realistic roleplays. If it’s not part of your workflow yet, it needs to be. Fast.

Because if clients can produce 80% of what you offer in-house with a well-briefed AI assistant, they will.

But here’s the opportunity: AI can’t replace judgment. It can’t understand what a specific audience needs in a specific moment. It can’t decide what doesn’t matter too. And it definitely can’t build trust, connection, or credibility.

That’s where your value lives now.

Not in the assets you create – but in the context you bring.

Not in delivery – but in designing smarter systems of delivery.

Not in being the answer – but in making things feel real, relevant, or meaningful.

The future isn’t humans vs AI.

It’s humans who know what they’re doing + AI.

The fork in the road is here – which way are you heading?

Andy Jack

Andy loves helping subject experts, authors, speakers, coaches and key persons of influence to monetise their expertise with online learning. When not on his laptop, he'll usually be found up a mountain!