The Big Picture: Why Businesses Are Shifting to a Community-First Strategy in the Age of AI

There’s only one way to differentiate yourself in the onslaught of AI-created content—build authentic human connections.

AI is changing how people search, discover and buy, meaning businesses need to think differently about how they engage with their audience.

So, how do businesses build lasting connections if search and discovery are changing?

For years, businesses have relied on:

🔹 Google Search – AI-generated results mean fewer people are clicking through to websites.

🔹 Social Media – Algorithm changes mean businesses need to pay to be seen if they want significant reach.

🔹 Paid Ads – More expensive than ever and often deliver lower returns than they used to; Ad Revenue is Declining-Algorithms shift, Ad blockers rise, Clicks are harder to come by and 54% of publishers are worried about declining ad revenue.

That’s why we are seeing massive growth in businesses that focus on building direct, unfiltered access to their audience. This is called a 'Community-First' or 'Owned Audience' approach. 

This involves:

✅ Growing an Email List – AI changes how people find content but can’t replace direct, meaningful communication. A strong email list ensures you stay connected, no matter how platforms evolve.

✅ Creating a Community, Not Just a Following, using platforms like Substack. AI can't replicate real engagement in private groups, industry networks, and interactive events. A highly engaged community is harder to replace than website traffic.

✅ Investing in Thought Leadership, Not Just Clicks. AI can summarise existing knowledge but can’t replace original thought, deep insights, or personal storytelling. The future belongs to those seen as trusted voices in their industry.

✅ Making Engagement a Two-Way Street. People don’t build relationships with AI—they build relationships with people. The best way to do that is to encourage conversation, interaction, and authentic human connection.

So my question is:

Are we moving towards a future where a "community-first" approach is more potent than SEO and Social Media reach? What do you think? Have you pivoted to a "Community-First" approach?

Leave a comment—I would love to hear your thoughts!