The Nature of Online Influencers and Finding True Expertise

Here’s the thing about influencers: most of them are just selling you something.

Scroll through your feed, and you’ll see it. AI automation influencers hyping up the latest tool, trend, or “game-changing” course. They’ve got the audience, the distribution, and the dopamine hits to keep you hooked. But let’s be honest — most of them are just riding the algorithm wave to sell their products or build their communities.

And here’s the kicker: a lot of what they’re pushing? It’s not actually useful for real businesses.

Take AI, for example. Since ChatGPT exploded onto the scene, we’ve been flooded with influencers claiming to be your guide through the AI jungle. But too often, they’re pointing you in a hundred different directions, showing off shiny tools that don’t hold up in the messy, day-to-day reality of running a business.

So, what’s the move?

First, sure, use influencers for what they’re good at: sparking ideas and giving you a quick overview of what’s out there. But don’t stop there. The real power play is to take that surface-level inspiration and dig deeper. Understand the actual tech they’re talking about. Then figure out how it can *practically* make a difference in your business.

And here’s the real secret: stop relying on the algorithm to spoon-feed you the same recycled advice. Instead, go find the people who are actually doing the work.

For example, instead of following some influencer hyping up Claude AI or the latest automation tool, why not track down the senior programmers, AI engineers, or tech leads at the companies that are actually using this stuff at scale? These are the people solving real problems in real businesses. They’re out there sharing insights — but they’re not playing the algorithm game. You’ll have to dig a bit to find them.

But trust me, it’s worth it.

Because when you cut through the noise and get to the people who are in the trenches, you’ll find ideas and strategies that actually work. Not just for clicks, but for real-world impact.

So, yes, let influencers give you a spark. But don’t let them be your guide. The real thought leaders? They’re not chasing likes. They’re busy building the future. Go find them.