What if the biggest AI disruption isn’t your marketing…
but your customer’s mind?

In this powerful return to Your Truth Shared, marketing futurist Mark Schaefer joins me to unpack the urgent ideas in his latest book, How AI Changes Your Customers.

We’ve talked before about how marketers must adapt in an AI world.

But this conversation flips the lens.

Because AI isn’t just changing how we work.

It’s changing how humans think.
How they relate.
How they decide.
How they define purpose.

And if your customer is being psychologically rewired in real time…
your strategy must evolve too.

If you’re a business owner, founder, strategist, or leader navigating AI, this episode will help you:

Understand how cognitive offloading is reshaping decision-making

Recognise why customers may feel more adrift, anxious, or disconnected

See how AI is influencing identity, purpose, and agency

Avoid the trap of outsourcing your wisdom (and your voice)

Reimagine how your brand can become more human, not less

This is not an anti-AI conversation.

It’s a deeply thoughtful exploration of how to use AI without losing your humanity.

You’ll walk away clearer, braver, and more intentional about how you build your business in this new era.

00:00 – Welcome Back Mark Schaefer: From Audacious to AI’s Next Impact
Marketing futurist Mark Schaefer returns to discuss how AI is shifting from changing marketers to changing customers.

03:15 – How AI Is Psychologically Rewiring Your Customers
Why cognitive offloading is real — and how reliance on AI tools may be reshaping human thinking.

08:30 – “Are We Making Ourselves Dumber?” The Risk of Cognitive Offloading
What happens when AI replaces thinking, writing, planning, and even emotional processing.

14:05 – Earned Wisdom vs AI Shortcuts: Why Struggle Matters for Authority
The concept of “phronesis” (earned wisdom) and why shortcuts create the illusion of intelligence.

19:40 – AI Relationships, Emotional Attachment & The Rise of Synthetic Companionship
The growing trend of AI romantic relationships and what it means for human connection.

25:30 – Parenting, Education & The Speed Problem: Why Society Can’t Keep Up
Why governments and schools are struggling to respond to rapid AI development.

29:50 – AI, Job Displacement & The Purpose Crisis
What happens when identity and purpose are tied to work in an AI-disrupted economy.

36:10 – How Brands Can Restore Agency in an AI World
Why adding friction (yes, friction!) may become a powerful competitive advantage.

42:00 – The Most Human Company Wins (Even in the Age of AI)
Mark’s final perspective: how AI can actually help brands become more human.

If AI can:

Write your content

Answer your emails

Create your strategy

Even simulate companionship

Then what is left for you?

And the deeper question…

Who do you become in a world where effort is optional?

This episode doesn’t just explore AI tools.

It explores identity, agency, wisdom, and humanity.

And that’s why it matters.

There’s a moment in this conversation where we talk about shortcuts not creating wisdom — only the illusion of it.

That landed.

Because in business, just like in life, the struggle often becomes the source of authority.

And if we outsource too much, too fast, we may win speed… but lose depth.

This episode will challenge you — in the best way.

🎧 Listen now to Episode 130 and rethink how AI is shaping your customers — and your business.

If this conversation resonates, share it with someone building in the AI era.

Because the future isn’t just about smarter tools.

It’s about staying human while we use them.