The Entrepreneur’s Edge on AI, Social Media and Business Q&A | RightNOW 2025 Keynote PART 2

Why Relevance Beats Reputation in an AI-Driven Market

Gary Vaynerchuk’s candid Q&A with a room full of professionals lays out a clear, modern approach to building business in an age where routine work is automated and perceptions shape value. Rather than clinging to legacy authority or hiding behind credentials, he argues that relevance — being discoverable and relatable where customers live and search — will determine who prospers as technology commoditizes expertise.

Perception, Relevance, And The Personal Brand For Accountants And Advisors

Perception has always influenced decision-making, but in an era of AI and ubiquitous content it becomes the primary currency. Vaynerchuk warns that expertise and competence will feel commoditized; what differentiates a provider is their relevance to a specific audience. That’s why he pushes professionals — even highly regulated ones like accountants and financial advisors — to embrace personal branding and local positioning: “I do services in Austin,” he says, becomes a competitive advantage when paired with content that speaks directly to local needs.

Stop Demonizing New Technology; Embrace Long-Term Change

One memorable section confronts the human tendency to romanticize the past and fear new tools. Gary uses examples from Uber to augmented reality to show how disruptive change is first maligned and later normalized. He predicts fast adoption of AI-enabled wearables and visual interfaces that will make today’s smartphones feel obsolete, emphasizing that resistance is often wasted energy.

Practical Content Playbook For Regulated Industries

Regulation is not an excuse for silence. He shares playbooks that work for compliant industries: avoid illegal claims, emphasize process and limitations, and publish short, local, highly relevant content. Suggestions include daily micro-videos explaining recent tax law changes, alerts about expiring deductions, or plain-language tips that prospective clients in a 5–10 mile radius will find useful. Small ad boosts to that radius can dramatically increase local visibility without chasing viral fame.

Brand Strategy For Firms That Acquire Competitors

When firms roll up other practices, Vaynerchuk advises patience. Names are made through execution; consolidation should follow a strategy of consistent content output. Maintain local equity until your macro brand is ready to produce regular, high-quality content; merging prematurely risks losing momentum.

How To Vet Modern Marketers And Measure Creative Talent

One practical, contemporary metric Gary offers is organic view performance. Rather than judging consultants on followers or flashy portfolios, ask them to post content organically and evaluate the viewership. Organic reach and engagement on real posts demonstrate creative merit in ways follower count cannot.

Local Momentum, Personal Interests, And Conviction Over Convincing

Gary reinforces that social media can multiply traditional local networking: post about your hobbies, host small local events, or integrate community interests into your messaging to attract clients who already share those affinities. And when stakeholders resist new approaches, focus on execution and conviction instead of endless persuasion — consistent results convert skeptics more effectively than arguments.

In sum, the conversation centers on shifting from task-based expertise to audience-first relevance: start small with daily, compliant content; target local audiences with modest ad amplification; measure talent by organic performance; and be patient when consolidating brands. This combination of practical tactics and cultural mindset prepares professional services to thrive amid accelerating automation and changing customer expectations.