Entrepreneur warns against outsourcing key business functions to AI
LONDON, UNITED KINGDOM — A new thought leadership piece from Forbes warns business owners about the risks of excessive AI delegation. Published on March 17, 2025, the article by entrepreneur and writer Jodie Cook identifies five critical business functions that should remain in human hands despite the growing capabilities of AI agents.
“Outsourcing everything to technology creates businesses that feel empty and forgettable,” writes Cook. “Letting AI handle your content creation, communications, and strategic planning removes the human touch from the very things that make your business special.”
While AI tools promise efficiency and scalability, Cook cautions that many entrepreneurs are implementing them incorrectly, replacing authentic voices with generic content and allowing algorithms to make decisions requiring human judgment.
The five tasks humans should retain
According to Cook’s analysis, businesses should maintain human control over:
- Core messaging and values — “Your business stands for something specific. Your values and vision are what separate you from competitors,” Cook explains.
- Thought leadership — “Your unique perspective is why people follow you. Your hot takes, contrarian views, and personal stories are what make your content worth consuming.”
- Strategic business decisions — “Data should inform your decisions, but AI shouldn’t make them for you.”
- Client relationships and sales — “Trust is built human to human. Your clients want to work with you, not an AI pretending to be you.”
- Creative direction and innovation — “AI excels at optimizing what already exists, but breakthrough ideas come from human creativity.”
The article comes as businesses increasingly adopt AI agents for various functions, from content creation to customer service. While acknowledging AI’s value for repetitive tasks and data analysis, Cook emphasizes that maintaining human involvement in key areas is essential for business differentiation.
“When everyone else is handing their business soul over to robots, your authenticity will become your greatest competitive advantage,” Cook concludes.
