I've been contemplating the impact of AI on the business landscape and how it's affecting independent creators like me. With companies like Google and Apple shifting their practices, the challenges of relying on SEO and organic traffic are becoming more apparent. Drawing from Swim University's journey and past market disruptions, I discuss the importance of adapting to new realities. Emphasizing a shift towards video content and maintaining a human touch, I explore strategies for navigating these uncertain times while staying optimistic and focused on delivering genuine value to customers.