The one thing AI agents can't copy
Projects don't need us creators anymore, they can even pay AI agents to become their brand. I said this at my talk in Melbourne. Here is what we do about it.
I gave a talk in Melbourne about personal branding for founders. These are the first minutes of it, the part I cut into two Reels, written out in full.
If you would rather watch than read, both Reels are in here.
In short
Projects don't need you anymore, they even can pay for AI agents that can become their brand.
Value Brand is about what makes your brand unreplaceable no matter what and consists of your story, your values, and your perspective.
Attention is not sustainable. A Value Brand relies on connection, not only that, but in meaning.
The name is an issue
So the first thing that I want to get started is saying that the name is an issue.
Personal brand have changed a lot during these last few years. If we think about personal brand in the past, used to mean something that was quite hard, required a lot of time, commitment, and consistency. Yet today, that have changed a lot because of social media. Pretty much everybody around the globe have an Instagram page, Facebook, YouTube, and they can call themselves a brand very, very soon, I mean, anytime they want actually.
With the fact that we now have AI, things got even harder.
I know that here in Australia everybody's quite aware of AI, but I want to talk about on the angle of branding, which it's even more extreme. In the crypto space, we take things even more extreme. So it's going crazy.
Projects don't need you anymore
Watch Part 1 on Instagram, YouTube or LinkedIn.
In this last year, many brands have left as crypto creators because they could not sustain themselves anymore because, well, projects don't need you anymore. They don't need you. They even can pay for AI agents that can become their brand.
So what the f*ck we do with that?
So in such an overcrowded space, as I said, pretty much anyone with Instagram account, YouTube, Facebook can be a brand. Now, we also are competing with those people using AI in the best capacity. How can we actually get any type of attention in this overcrowded space?
:quality(80))
Well, not only that, as I already said, we have agents that are also substituting what creators do. For those that know, there is these clipping campaigns and stuff that many people are able to make money making videos, short clips, selling that in mass, many agents make money with that. Yet, they don't need this anymore because now you can just generate a bunch of AI people to do that for yourself. So you don't need to pay the agents, the clippers. You don't need the creators like myself anymore.
So yeah, things are getting harder and the user itself, the person that could potentially buy my product, my solution, many of you guys' solution, can just go to Claude or ChatGPT and do everything alone.
So we need to think about what can't be replicated, no matter what, and that thing is you.
Why I call it Value Brand
This is why, as I was saying, I have a problem with personal brand. As I said, the word have been so much used that is worn out, is banalized now, people don't like influencers, people don't like listening about personal brand like, "This person create content all the time on Instagram and doing bullsh*t."
That's why I like to call it Value Brand.
Value Brand is about what makes your brand unreplaceable no matter what and consists of your story, your values, and your perspective.
Attention is not sustainable
Watch Part 2 on Instagram or YouTube.
So when we look at personal branding, and many of us might think of personal branding as these creators and people sharing things on different social medias, what we can see among all of them is that many of them rely on attention. Everything is attention nowadays, right? Marketing relies on that attention as well, and not only that actually, things are getting deeper and deeper as AI keeps changing how we live.
So many of these brands relies on the attention, yet what many of us might already know, attention is not sustainable. There is a limit where you can sustain attention.
As companies, this can be easy, these big money multimillionaires companies, that's easy for them to maintain attention. Yet, I'm just one. I cannot keep attention. I will get older, I will look uglier, I will not have the same excitement, I cannot rely on attention.
Connection and meaning
So a Value Brand relies on connection, not only that, but in meaning.
:quality(80))
This is something that is really important because as we also know, things are getting darker and darker, people are not connecting as humans anymore. We are all the time online because we are all fighting for attention. People don't connect in any level anymore.
So it's about you, as your Value Brand, offering people's meaning.
The rest of the talk is where I tell my own story, and where all of this comes from. You can watch the full talk on YouTube, and I put the main ideas into a free ebook called Your Value Brand.
Two questions I asked under the Reels, let me know your thoughts in the comments on Part 1 or Part 2.
What do you think AI could never copy about you?
What do you give people that isn't attention?
Keep reading
References
My full talk in Melbourne, 21 October 2026, on YouTube: The Performance Trap: Why You're Failing to Build a Real Brand.
Your Value Brand, the free ebook that goes with the talk: read the ebook.
:quality(80))
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