the bossbabe podcast - 472: The End of an Era? What AI Means for Creators, Coaches + Course Businesses (And How to Win Anyway)

Episode Date: July 17, 2025

The golden era of online business is over, and no one’s saying it loud enough.  In this episode, Natalie breaks down the real reason your launches feel quieter, your content isn’t converting like it used to, and what AI is actually doing to the course, coaching, and creator economy. Spoiler: It’s not about doom and gloom - it’s about evolution. You’ll learn why buyers are savvier than ever, what AI can and can’t replace, and how to future-proof your business by building depth, clarity, and trust. Whether you're a coach, consultant, course creator, or service provider, this episode is your roadmap to staying relevant and wildly in demand over the next 5–10 years. If you've felt like you're working harder for half the results, this conversation will make everything click.  TIMESTAMPS 00:00 - The golden era of “easy online business” is over, here’s why 01:24 - Why so many mid-level creators are quietly burning out 03:03 - What AI is actually replacing (and what still matters) 05:48 - The offers that are collapsing and the ones still converting 07:13 - What AI can’t replace and why that’s your edge 10:07 - 5 examples of deep specialization that cut through the noise 14:51 - Why brand trust and transformation are your new currency 17:44 - Funnel vs. ecosystem: what you actually need to build now 22:49 - The 5 systems every future-proof business needs 24:13 - Stop asking how to grow + start asking how to build smarter 28:24 - How to protect your relevance and stay essential RESOURCES + LINKS Get Your FREE Future Proof Guide Here. Build Your Freedom-Based Business Operating System™ This Summer At Our First-Ever Freedom High Summer School: A Live Challenge Designed To Help You Grow Your Audience, Make More Sales + Use AI Without Losing Your Voice. Save Your Seat Here. Sign Up For Our Free Weekly Newsletter & Get Insights From Natalie Every Single Week On All Things Strategy, Motherhood, Business Growth + More.  Drop Us A Review On The Podcast + Send Us A Screenshot & We’ll Send You Natalie’s 7-Figure Operating System Completely FREE (value $1,997).

Let's talk about no one's saying loud enough right now. The golden era of online business where you could launch a quick course, throw together a funnel and make six figures from your laptop with no team and a couple of canvas slides, it's over. Now before you hit panic mode, this is not about doom and gloom, it is about evolution. Because if you've been feeling like it's harder to get traction even though your content is so good and buyers are feeling more skeptical and less impulsive, maybe you are working twice as hard for half the results, you are not imagining it. The market has changed, audience behaviour has changed and AI is accelerating those changes faster than most creators really

are prepared for. But here's the good news, if you are actually good at what you do, if you care about results, if you've built real skills, if you're in it for the long game, you are not behind at all. You are early to the new game. And that's what we're diving into in today's episode. I'm going to walk you through why most online businesses are quietly plateauing, what AI is doing to the course coaching and content economy, and what you need to shift now if you want to stay relevant, profitable and in demand over the next five to ten years. We are not sugarcoating anything we're getting really honest about where things are headed and how you can stay ahead of it because

you don't need to panic maybe you just need to pivot slightly with some clarity depth and strategy. So with that let's get into it. Let's talk about what is really happening in the online business world right now. Because it's not just that growth is slower, all launches are quieter. We are in the middle of a massive correction. So for the last five to seven years, we have watched thousands of creators, coaches, and course sellers really, really blow up online. Some have built incredible businesses but a lot they built revenue on repackaged content, nice branding and the fact that there really wasn't a lot of competition. They weren't deeply differentiated, they were just early and for those that were there that was great

but now that middle tier, the creators who had good enough messaging, a decent funnel and some Canva graphics, it is collapsing. So let's just dig into why. AI has fully leveled the playing field and buyers have seen this enough times and have really wised up. You cannot just teach a topic anymore and slap a $297 or $2,000 price tag on it on a slide deck and call it a transformation. You can't just post screenshots of Stripe and wait for DMs so people can say how can I make money like you are? Buyers really want to know, can you actually help me? Do you actually get my world?

Are you legit? Is what you're posting actually real? Is this different from the last three programmes that I bought and I didn't finish? If the answer isn't a clear yes, they move on. Ten years ago, people felt quite new to buying online courses, and so you really could put together something pretty low quality and people would be really really blown away with that. So let's go even deeper on this. A lot of people selling freedom-based businesses have built models

that are quietly suffocating them. They're delivering five offers, running launches every quarter, micromanaging a team, burning cash on ads and still feeling stuck. Do you want to know what that is? That is a business that looks successful on the outside but behind the scenes it's fragile, it's noisy and it's built on complexity not clarity and I feel like that is what's getting exposed right now and what people are really wanting to walk away from and are feeling really burned out by because in a world where AI can spin up your course outline, build a funnel and write your content in under an hour,

being fast just isn't impressive anymore. Being real is. Being human is. Being effective is. Being relevant is. And that's why it's really important to be trusted. And so this is the pattern that I want you to watch for. The middle is collapsing. The fluff is fading. And the ones who will thrive are the ones who have been building that depth all along. When I talk about depth what I mean is depth of skill, insight, client results, message. That's the new edge.

And it doesn't mean if you haven't started doing that you're behind. It just means you get to do things differently even if you're starting from the beginning. And one more thing because I know someone is thinking it. Are you sure I'm not too late? Are you sure I haven't you know missed the boat here? No, not at all. However, it is no longer enough to be good at marketing. Now you actually need to be good at the thing you're actually selling. Groundbreaking. And your funnel, your content, your offer, it does need to be rooted in real experience, real transformation and a real reason people should trust you. And I think that's the shift. The creators who actually know what they are doing, I think

this next chapter is going to be their biggest opportunity yet. AI is already replacing people. Not some day, right now, today. Copywriters, designers, VAs, coaches, even strategists. You can go into ChatUBT, drop in a course title and it will give you an entire robust curriculum, a full sales page copywritten really well, email, nurture and sales sequence and a full 30-day content plan all in the span of 30 minutes. Isn't that wild? What used to take an entire team now takes half an hour. But here's the nuance that I think most people miss. AI is not replacing humans in the sense you think it is. It's

replacing inefficient thinking, bland execution and people who haven't really found their edge yet. And that is a big difference and that's why I don't want you to feel worried but I want you to feel empowered. So let's talk specifics. AI will replace some things. It's going to replace low skill execution so this includes things like very generic blog posts, mediocre ad copy, basic content calendars, repurposing podcasts into reels, writing landing pages for commodity offers. It is replacing but if your entire offer is built around doing what anyone can prompt AI to do for free, that is a problem. Because buyers aren't paying for that anymore. They're not paying for tasks, they're not paying for information,

they are paying for outcomes and clarity, and they're paying for leadership in a world that feels like it's now drowning in options. AI will also replace imitators. So if you're building your business by rephrasing what others say or jumping on all of the trends, modelling launches without fully understanding the strategy behind them, AI probably is doing that better. And there is zero moat around imitation anymore. And I think that's something important to think about. What used to feel like good marketing now just feels like sameness or noise and it's all starting to blur and again that is not your fault but it is your responsibility to notice it if it's not working for you and start to course correct.

AI is also going to replace oversimplified courses and information products so if your course is how to build an email list, how to create an offer or how to use Instagram stories I'm sorry but that's already free in AI. That's why so many sales are down for a lot of mid-level courses. It is not because the niche is dead. It is not because the economy is struggling. It is because the value has collapsed and the answer isn't to lower the price. What it is is to increase the depth of transformation. AI is not replacing that. So let's dive into all the things AI won't replace because here's where your power still lives and where it's non-negotiable that you really double down.

AI will not replace original thought. It can remix, but it cannot originate yet. It can't form a framework from lived experience. It can't pull insight from a pattern that you've seen in a thousand client calls. It doesn't have intuition or taste or conviction and in 2025 and beyond conviction will be currency. AI also won't replace precision strategy. AI gives you options not discernment. It doesn't know your market conditions, your energetic bandwidth, your offer positioning or how to pivot when sales dip in a way that actually works. So it can

theoretically tell you how to launch. It can't tell way that actually works. So it can theoretically tell you how to launch. It can't tell you what to kill, what to double down on or how to move money around based on real world data. That still requires you and a level of experience that you have from running your business with your ideal clients. It also won't replace safety and resonance. People don't buy because they understand you. they buy because they feel seen and understood. That moment on a coaching call where someone says I've never said this out loud before or that moment where a group program becomes a real real community or family. AI can't touch that and it never will, I don't think. So you're not just selling content, you're creating containers where people actually feel safe and actually

change. And if you're a coach or mentor or guide, that's your edge. That is your IP. It also isn't going to replace community and brand. AI does not build movements. People do. AI can write a great caption, but it can't build trust, can't build culture or long-term belonging. Your people aren't here just for what you teach. We know that. They are here because they believe or they're interested in how you see the world and what your point of view and perspective is. And when that trust is in place, AI can support you but it can't replace you. So let's really really land this one. The people who are scared of AI, they are probably still thinking like workers. Whereas the people who are leveraging AI, they are probably still thinking like workers. Whereas the people who are leveraging

AI, those are the ones thinking like founders. And so I think this is the moment that we stop romanticizing the way that we've always worked and being sad that something's not working like it did. Stop guarding the tasks that drain you. Stop clinging to old workflows because they're comfortable. You are your business's most expensive and valuable resource. AI gives you the power to protect that energy and scale it. Let it write the first draft, let it repurpose the content, let it outline the SOP or prep the launch sequence and then you step in with judgment, you step in with taste, voice, experience. That is the difference. You know, your stories, your

experience, AI doesn't have that. And if I had to start from scratch today, no list, no team, no audience, and I want to build a wildly profitable, freedom-based and future-proof business over the next decade, here is what I'd be betting on. Not trends, not platforms, not launch tactics. I'd bet on five core things. And if you lock these in, you won't just survive what's coming. I really think you will lead in it. So let's go through them one by one and

understand exactly what they are and how you can leverage them. So the first one is deep specialization. Generalists are the first to get commoditized. So the broader your promise the easier it is for someone else or AI to replace you. Let me just give you a bunch of examples here to make it feel really clear and land this one. Let's start with business coaching. Generic would be, I help women to grow their online business. Okay, cool. So taking it a step further and making it really specialised might sound like I help established online business owners productise their one-to-one service into a scalable high ticket group offer

without losing intimacy or results. Or I help ex-agency owners transition into digital educators by building leveraged curriculum from their client process. Or maybe I work with coaches who've hit a $500,000 ceiling and want to scale to a million dollars without hiring a big team. Do you see and feel the difference there? It's so palpable. Let's do a bunch more. Let's say, you know, you're a virtual assistant or OBM. So a generic would be, I offer virtual assistant

services to entrepreneurs. Specialized would be, I help six-figure course creators transition from reactive fulfillment to streamlined delivery using Airtable, Zapier and Notion. Or I build and manage recurring revenue retention systems for digital memberships that reduce churn by at least 20%. Or I work with solo CEOs to take their repeatable launch tasks and turn them into automated click-up systems. See the difference? Like, you can really, really see how specific we're getting here. Let's talk about marketing. So let's say generic marketers might say I help you market your business on social media. Cool. Well specialized might look like I help high ticket service providers create 90 day

organic content systems that directly drive consult calls without reels or dancing. Or I write high converting evergreen nurture sequence for course creators who want to double their funnel sales without relaunching. Or I help business owners turn long-form thought leadership into viral short-form clips using AI and editing workflows built for scale. Let's say you're in the financial or wealth coaching niche, like I really want to drill this into you. Generic might sound like I help women manage their money better. Specialized might sound like I help female founders earning at least $250,000 a year transition from reactive cash flow management to strategic investing through a business-first wealth system. Or I help self-employed creatives set up profit

systems that make tax season painless and let them pay themselves consistently. Like really speaking to who that person is and what they want. Let's think about health and wellness, right? Generic might be I help mums feel better in their bodies. Specialised might sound like I help postpartum mums with PCOS regulate their hormones naturally so they can get their energy back and feel strong without tracking every calorie. Or I help high-performing women with anxiety optimize

their nervous systems through somatic work and minimalist biohacking so they can actually rest. Let's even think about B2B, SaaS or tech-aligned creators, right? Like I'm really spanning all different areas here. Generic might say, I help brands grow. Specialized might say, I help bootstrapped SaaS founders build email ecosystems that convert trials into paid subscribers using behavior-based flows. Or I specialized in turning founder-led YouTube channels into lead generating assets for premium B2B offers.

So, so deep. So how do you know if you're specialising deeply enough? Ask yourself, could someone look at my offer and immediately say, oh my goodness, that is exactly what I need? Would your dream client share it with a friend because it is so specific to their pain? Like does it scare you a little how narrow it is? Because if so, that's a really good sign. Can you list specific proof or intellectual property that supports this niche? Because when you specialise deeply, your content actually writes itself. It is not hard to produce good content. Your testimonials become a lot stronger and most importantly you

become really referable. And in a really crowded market, specificity is the new luxury. It shows mastery, it builds trust way faster and it creates a sense of finally someone who really gets me. I'd be going so narrow and I'd be building so much proof and I would scale after I had a category of one offer that was solving a real agent expensive problem. The next thing is unshakable personal brand trust. Here's what most people get wrong about your brand. It's not your font, it's not your feed and it is not your tone of voice. Your brand is your pattern of proof. It is the trail of evidence that shows you know what you're talking about, you do what you say you'll

do, you consistently deliver results and you show up like a real human not a persona or AI. The creators who will win long term are the ones who, I hate to say it, are boringly consistent in their integrity. They do not pivot every three months, they don't copy whoever's trending in the moment, they build relationships with their audience the same way you build trust with a friend, over time with receipts. So yes, please leverage AI to scale your content but do not let it water down or worse yet create your voice. The real win is when someone reads something you wrote and thinks only you could have said it like that. That's when you've built brand equity and in a really noisy market I do think that's priceless.

The next thing is high integrity transformation, not just promises. Let's be really honest, I think people are tired of being sold to. They have been burned, right? They've joined the course, they've joined the group, they've got the template and it didn't move the needle. If you are selling transformation, you need to actually engineer it. So what I would bet on is things like structured onboarding that really orients people with confidence. Built-in accountability that moves people from knowledge to action, clear milestones that show progress early, layered support that adapts to different learning and behavioural styles.

Because most creators are still building courses. What you want to do is build what I'm calling a results ecosystem. So thinking about what is gonna create referrals, retention and reputation. That is gonna be what turns clients into advocates and that's gonna be what really future proofs your brand against short term traffic dips. Because when you become known as the person

who actually helps people get results, you don't have to shout, you do not have to market within an inch of your life. People will find you. The next is to think about strategic use of AI as a leverage multiplier. The biggest lie you could tell yourself right now is I'm not techy enough so I'm just going to keep doing it manually. You are not being replaced by AI. You are being replaced by other people using AI better than you. So if I was rebuilding today, I would use AI to create first drafts, summaries, repurposed content, systemize client delivery with automations and AI check-ins,

analyze testimonials, comments and client language at scale to really refine my message, and build internal documentation onboarding SOPs with AI as my first assistant. This is not about cutting corners, it's really about protecting your energy and multiplying your impact. Like we said before, you are your business's most expensive asset and so let AI handle what drains you so you can really go all in on what I called your edge, right? That thing that really differentiates you. And the next thing is ecosystem thinking, not linear funnels. Listen, I love a funnel. Funnels still matter, but they have evolved.

The idea that someone opts in, watches your webinar, buys and then becomes a long-term client all in one path is a little bit outdated. People are moving through ecosystems, not funnels. So that does mean your strategy needs to include multiple entry points. You know this is what I teach in Freedom Fast Track. We've got free content, we've got the short form and the long form, you've got a podcast or lead magnets, referrals, then you've got smart segmentation and personalisation. So serve them based on behaviour, not a static script. A clear core offer surrounded by a potential upgrade path or community or a long-term retention strategy and then regular re-engagement cycles that bring cold leads back into orbit.

And guess what? AI makes all of this so much easier. You really just need to architect the strategy behind it because the goal isn't to sell a $2000 course once. The goal is to build something people want to stay in for years, something they evolve inside of, something that makes them say, this really, really changed my life. And that's what an ecosystem does. And it's a big, big difference from a normal funnel.

So let me just bottom line this for you. In a market where everyone is trying to go faster, depth is the disruptor. I would bet on mastery not momentum, systems not hustle, outcomes definitely not optics, and a brand so human and real that it can't be faked by a really good prompt. Because this next era, in my opinion, does not belong to the loudest. It belongs to the clearest. Okay so let's shift gears for a second because in the last decade the dominant message in the online business has been grow, grow faster, grow everywhere. More followers, more launches, more offers, more team, more platforms and for a while it worked because attention was really cheap, competition was low and we didn't have AI flooding the market with half decent

content and sales pages. But now, that model breaks down really fast. You don't need to grow just for the sake of it. You need to build something sustainable, something streamlined, something so dialed in, it can't be copied with a template or a prompt. So, let's talk about what to build if you want to win long-term. One, build a repeatable profitable delivery engine. So

don't start with your funnel necessarily. Think about starting with your delivery because if the back end of your business is messy, manual or fragile growth just breaks it faster and so what I'd be thinking about building instead is a simple scalable offer with a really clear before and after. Assets that support your clients without requiring your one-to-one presence every time. A streamlined onboarding experience that creates confidence and not chaos. And a weekly rhythm for delivery that is easy to maintain at scale. So what I want you to think is systems before scale. If someone asked what happens when I buy

from you, you should be able to answer with complete clarity, confidence and zero hesitation about that process. Number two is build proprietary IP or frameworks. So this is your intellectual property, your method, your unique lens, because coaching calls and module one, two, three aren't enough anymore. AI can create that in minutes. Literally, what can't it replicate at this point?

Well, what it can't replicate is your experience, your process, your story, your way of thinking about and solving the problem. Build something that people can remember. Name your process, make it visual, make it sticky. When your audience starts saying, she's the one who teaches XYZ, she's the one who teaches about freedom-based businesses, I think you move out of commodity

territory. Now you're a category of one and that's a really really strong place to be. Number three, build a strategic but minimalist tech stack. More tools does not mean a better business. A lot of creators are really drowning in subscriptions, automations, platforms and still manually managing their business in the background. Here's what I'd be building. One really centralised system for delivery or client experience. Kajabi, Notion, Airtable, Circle, pick one. One conversion pathway that runs on automation and can be duplicated. A basic data dashboard to track what's working,

like traffic, leads, LTV, churn. Because because I've said this before but if you do not know your numbers you're not leading your business you are really just reacting to it and with AI now able to track, synthesize and organize this for you there really is no excuse not to run like a real company even if you are a team of one you can be analyzing your data as a real company and then number four is build a sustainable content engine. This does not mean you need to be on five platforms but it does mean you need a system that creates trust at scale without burning you out. So here's what I'd be building. One core platform, a long form platform where

you really convert maybe podcasts, YouTube, email based on your strengths. Then a rhythm that really supports consistency and quality, having a bank of high leverage evergreen content that keeps working while you sleep, not disappearing every 24 hours, and AI-powered repurposing to multiply what you've already said to put it on your shorter form platform

so you're not reinventing the wheel every single time. I've said it so many times before, I've been saying it for so many years, you do not need a million followers. Maybe you need 10,000 people who actually really trust you to solve their real problems. That's an incredible business. And number five, build a buyer journey, not just a sales page. Too many people build their offer and then bolt on a funnel. It feels really disconnected, forced and pushy. So instead ask what does someone need to believe before they are ready to buy? What objections can I pre-answer through content, nurture and micro wins? How can I create a journey that builds awareness, then trust, then desire, then commitment. And once someone actually buys,

let's be thinking about what comes next. I really think retention is the most underrated growth strategy there is and it's something that we don't talk a lot about at BossBaid but has been so key to having a multiple eight-figure business. So build next steps, build continuity, build in those reasons to stay. You're not just selling one product, you're really designing a relationship. So let's wrap this part with a truth that most people miss. Growth for the sake of growth is noise, but building with intention, that is how you create a business that works next year, five years from now, and with minimal stress on your nervous system. So stop asking, how do I go bigger? Start asking, how do I build smarter? That question will make you wealthy, well respected

and unshakable. And so by now you might be thinking, okay, I see what's shifting, I know what to build, but how do I protect what I'm building? Because the truth is, staying relevant isn't just about learning the new tools, it is about becoming the kind of business owner who is impossible to replace. So let's talk about how to actually do that. The first thing is thinking about building a moat that isn't just marketing. So I said this earlier but most creators have no moat, they are only as relevant as their latest launch, algorithm bump, or viral moment. That is not security, that is volatility. And if you want to protect your relevance, build assets that compound. Your frameworks,

your community, your content library, your proprietary research, your documented client outcomes. So when someone sees your name, they think, oh, that's the person who solves that very specific problem. And that's where you've really got the brand equity. That's where you've really built a real business. That's where you can start to see how you're actually getting longevity. The second is stay in conversation with your market. I really think the biggest risk to relevance is getting so deep in your own process

that you stop listening to what your audience is actually struggling with right now or getting so far ahead of them. And your value does not come from being the smartest voice in the room, it comes from being the most attuned. And so every 90 days I want you to be asking, what is really keeping my ideal client up at night right now? What are they googling in secret? What are they wasting money, time or energy on and then blaming themselves? I know for me, my ideal clients are starting to really worry about AI and whether you know they're too late to be starting this kind of business right now and I really think if your offer isn't

evolving in response to your markets lived experience, it will eventually fall flat no matter how good it used to be. So stay close to the tension. That is where your relevance is going to live. Number three is build thought leadership that really outlasts platforms. We all know that followers are fickle, right? Algorithms shift, platforms rise and fall, but thought leadership is really durable. So things that I'm even asking myself right now and I'm constantly taking my team through is what ideas do I want to be known for in five years? What frameworks, phrases or philosophies are mine? Am I just reacting to trends or am I creating original thinking that actually spreads?

Because the people who stay booked and busy are the ones who actually anchor their brand in real perspective. AI can write a list. AI can write a great quote. AI cannot create original insight born from lived experience and story. Number four is protect your capacity like an asset. This one might surprise you but it's really critical. Your capacity is part of your competitive edge. You cannot innovate if you are constantly on fight or flight mode. You cannot lead if you're constantly reacting. You cannot evolve if you are constantly on fight or flight mode. You cannot lead if you're constantly reacting. You cannot evolve if you never take the time to actually step back and observe what really needs to be evolved. So protecting your relevance also means protecting your nervous system.

It means protecting your time boundaries, your creative space, and I want to underline an exclamation mark that one, and protecting your decision-making Clarity, I would honestly rather see you post less often But with more clarity potency and conviction then show up constantly with watered-down noise And so in this era, I really think discernment is gonna be a lot more valuable than visibility is and we have not seen that yet I think that is a really really big change that is coming. And five, evolve in public. I actually think this might be the most

powerful thing you can do. Let your audience see you grow. Not in a really performative messy, everything's falling apart way but in a transparent leader with humility way. So share your pivots, own your mistakes, show your audience how you're adapting, what you're testing and what you're learning. Because people trust evolution, they trust real. And in a world where AI can generate polished content in seconds what's really going to cut through is humanity. So let me wrap this with the most important truth I think I can give you. Relevance is not about being everywhere.

It is about being essential to the right people. And if you want to be essential, five years from now, build with depth. Operate with clarity. Adapt with grace and willingness. And protect your energy like the asset it is. Because if you do, I really, really do think you will be the one that your audience keeps coming back to no matter what ends up changing next.

So if this episode was helpful and you wanna really future-proof your business in this space over the next five to 10 years, I've actually put together a guide to go alongside this podcast episode because I know we covered so many different things. So if you wanna grab this guide and support yourself in future-proofing your business,

DM me on Instagram, at Iamnatalie, with the words future-proof, and I will send the guide your way. I would also love it if you could share this video or episode with someone else in the industry that you think could really benefit from thinking in that way. And make sure you're following and subscribed on all the channels because

we have so much more content like this coming your way. Alright thank you so so much for listening and I will see you in the next episode. Wait wait wait before you go I would love to send you my seven figure CEO operating system completely free as a gift. All you've got to do is leave us a review on this podcast because it really supports the growth of this show. This is my digital masterclass where I'll show you what my freedom-based daily, weekly, and monthly schedule looks like as an eight-figure CEO, mama, and high performer.

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