Every time a new tool shows up, someone swears it’s the end of the world.

When agents started building their own property search websites, MLS gatekeepers warned it would fragment the industry. Instead, it gave consumers exactly what they wanted: speed, access, and control.

Then came the iBuyers, and suddenly the headlines declared the death of the agent. But the moment the market hiccupped, it wasn’t automation that people trusted. It was expertise, nuance, and negotiation.

And today, AI shows up in creative workflows – and sure enough writers, designers, and marketers are mourning the death of authenticity.

Look, I understand the concern. But the past has receipts. This pattern plays out every time:
A new tool lowers the barrier.
The average bar drops.
The real pros find a new way to rise.

Lately, I’ve heard people push back on using AI for branding, messaging, even something as utilitarian as keyword ideation. “It’s not real work,” they say. “It’s cheating.” Funny, those same voices usually have no problem using GPS instead of memorizing every turn or sending calendar invites instead of playing phone tag for days..

The truth is, people don’t resist change because the tools are flawed. They resist it because the rules are changing.

And that’s the real story here.

AI doesn’t eliminate human effort. It repositions it. And if you’re a strategist, creator, or consultant who cares about being the best, not just the fastest, you gotta welcome that shift.

In fact, this is the first time in decades that originality has had this much leverage.

Think about it: Nobody brags about a factory-made coffee table. They rave about the one they found at the antique shop, or had custom-built by someone with sawdust on their shirt and an opinion about dovetail joints.

Same goes for creative work.

Your audience doesn’t care if you used AI. They care if what you said moved them. Helped them. Made sense of something hard.

So no, you can’t stop the shift to AI. You won’t win that fight. But you can decide where you stand when the dust settles.

You can either work for AI – cranking out commodity content that gets ignored.
Or you can make AI work for you – clearing the noise so your best thinking cuts through.

This moment doesn’t threaten the people who bring something real to the table. It threatens the ones who were faking it before the bots showed up.

That’s where we come in.

At ReadTomato, we don’t just use AI – we wield it. To cut friction, not corners. To amplify your expertise, not replace it. Because your audience doesn’t need more content. They need better answers and stories that stick.

Let AI do the grunt work. We’ll help you do the real work, the kind your audience can’t ignore.

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