According to a recent study by Goldman Sachs, generative AI tools have the potential to affect around 300 million full-time jobs globally. And my job (as largely a content creator) is one of the first on the chopping block.
Regular readers will know I’m not a massive fan of Elon Musk and yet I understand his fears of AI. Even the creators of ChatGPT have admitted some fear over their creation. But ever the optimist, I’m more excited about the possibilities AI or maybe more accurately, machine learning, will have on society and our planet. But that’s for another story.
The reality is that just as changes in technology created jobs that did not yet exist and doomed the jobs that now don’t, jobs are going to change. And thank goodness for that because there once was a job for leech collectors.
But Aliza Licht, the former PR executive behind DKNY PR Girl (the fashion house’s answer to Carrie Bradshaw) says the answer to staying safe from AI’s advance on your job is YOU.
AI vs personal branding: How to stay irreplaceable
Licht has over 25 years of experience in PR and marketing. And after revealing herself as the once anonymous voice behind DKNY PR Girl, she used her personal brand to launch a successful multimedia brand consultancy, authoring books on career advice and personal branding.
In a recent conversation in Fortune Connect, Licht said that AI has forced our hands. Now “having a personal brand is no longer a choice” she says. Instead, a personal brand is necessary for survival.
Licht says that with all the economic uncertainty at present, it’s hard not to worry about the possible threats of AI. With tools like ChatGPT becoming increasingly intelligent, humans need to showcase their value more than ever before.
Letting your brand “get dusty,” she says, can be dangerous, “especially with AI right now; it’s a very precarious time”.
Is a personal brand cringey?
Think ‘personal brand’ and you may think of a Kardashian. Someone who cultivates every aspect of their public persona. But Licht dismisses these outdated perceptions.
“Having a personal brand isn’t about becoming famous,” she told Fortune Connect.
“It’s about aligning self-reflection with public perception, and making sure that you get the credit you deserve for what you’re great at.”
It’s your reputation. And a strong personal brand means that “your name gets dropped in rooms you’re not in,” Licht says.
Don’t get comfy, get creative
Regardless of how long you’ve been in a role or with a company, Licht says it’s vital to conduct a self-assessment of your personal brand. Complacency and comfort can put you in danger of coasting.
“And the danger of coasting is letting your personal brand get dusty,” she says.
To prevent your personal brand from ‘collecting dust’, Licht recommends regularly questioning your level of innovation in your role.
With the incredible advancements in AI, human ingenuity and creativity are more critical than ever. Licht advises asking yourself some crucial questions. When did you last learn something new? Or when did you last bring a fresh idea to the table? When did you last seize an opportunity that others overlooked? These actions are the building blocks of a successful personal brand.
In today’s digital landscape, building a personal brand is essential for travel agents. It’s not just about showcasing your skills and expertise; it’s about creating a unique identity that sets you apart from the competition. Your personal brand should convey trust, reliability, and a genuine passion for creating memorable travel experiences. It’s about cultivating a reputation that precedes you and speaks volumes about your dedication to your clients.
Back it up
At the core of your personal brand lies your work product. It’s the tangible evidence of your abilities and the foundation upon which your reputation is built. Consistently delivering exceptional service, going above and beyond for clients, and staying up-to-date with the latest industry trends are all essential aspects of establishing a strong work product. By exceeding expectations and consistently providing value, you solidify your reputation as an indispensable travel agent.
Nurturing your personal brand
To ensure your personal brand remains vibrant and influential, continuous nurturing is crucial. Stay informed about emerging travel trends, expand your knowledge through training and certifications, and actively seek feedback from clients to enhance your services. Embrace digital platforms and social media to showcase your expertise, share valuable travel insights, and engage with potential clients.
And remember, AI can’t yet replace a good travel agent. In fact, you can make it work for you and make your life and the lives of your clients better.
