Navigating AI in Expertise-Driven Businesses: What the Data Reveals

AI is here. The question isn’t if experts will adapt – but how.

We recently surveyed 90 professionals from expertise-driven businesses to uncover how they’re responding to the rapid rise of artificial intelligence and the results were revealing.

From excitement and optimism to uncertainty and inaction, it’s clear that AI is triggering a decisive moment for those whose value lies in deep knowledge and proven experience.

Here’s what we found – and what it means for the future of expert-led businesses.

1. The Opportunity Is Clear – but the Path Isn’t

A huge 84% of respondents believe AI presents significant opportunities for their business. And they’re right. When applied well, AI can enhance how you deliver value, streamline your operations, and expand your reach.

But despite this enthusiasm, only 28% say they’ve actively embraced AI in their delivery model.

This gap between belief and action is striking. It suggests a mindset we often see: experts know the world is changing, but many are still looking for a clear way forward.

Our take? Waiting to act means risking being left behind. It’s not about having all the answers; it’s about testing, learning and evolving fast. We know that’s hard to do while running a busy business. That’s why we’re committing to sharing more of how we’re helping clients build for this new future.

2. Expertise Is Being Challenged and Commoditised

A worrying 67% of respondents say they feel AI will challenge how their expertise is perceived or valued.

This is the real threat. It’s not that AI replaces experts, but that it blurs the difference between proven expertise and polished nonsense.

We’re already seeing it. Generic content, AI-generated advice, and “pretender experts” are flooding the market. The result? Noise. And unless you’re clearly differentiated, you risk being drowned out.

Our take? The most valuable thing you can do right now is reposition your expertise – not just as knowledge, but as transformation. AI can’t replicate lived experience, but it can copy how it’s packaged. So change the game.

Deliver value in ways others can’t, in a way that leans in to your stories and scars.

3. Most Businesses Are Playing It Safe (And Risk Falling Behind)

When we asked where AI is being used, most responses fell into the usual categories: content creation (56%), admin (44%), and marketing support (38%). These are helpful but they’re also table stakes.

Very few are using AI to reinvent their delivery model, build personalised learning experiences, or develop intelligent digital products. Which means: most businesses are missing the real opportunity.

Our take? AI should drive innovation, not just efficiency. It’s time to use it to reimagine what’s possible. We’re challenging ourselves to lead by example – and show what that looks like in practice.

4. Confidence Is Low, Even Among the Curious

Even among those exploring AI, only 11% feel ‘very confident’ about their approach. Most are still unsure what’s relevant, what’s worth investing in, and how to avoid wasting time.

This isn’t surprising. The AI landscape is fast-moving, noisy, and often dominated by hype. But it’s also a huge opportunity for those who move with intention.

Our take? Avoid the trends and drill down into the important questions. Where is your expertise most valuable? What outcomes do your clients crave? How could AI enhance – not dilute – that impact?

This Is a Defining Moment for Experts

If you’re an expert-led business, here’s the truth: your advantage isn’t what you know – it’s how you deliver it and connect it to your client’s situations.

The winners in this new era won’t just be the most knowledgeable. They’ll be the ones who design smarter, more resonant ways to upskill your audience. Crucially, they’ll use AI – but they won’t be led by it.

We’re currently working on some exciting plans for how we can support our clients on this journey. If you’d like to find out more, we’d love to speak to you.

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!