That’s right, I said ‘proof’. As in ‘protect’. Because it’s a topic that’s keeping my clients up at night: AI replacing their businesses. With 83% of companies claiming AI is a top priority, some of my clients are watching entire departments get eliminated from longstanding contracts. It’s genuinely scary, but after spending 18 years in corporate marketing before founding The Repositioning Expert, I’ve identified clear patterns in what remains AI-proof. The good news? There are specific criteria that make certain industries and services virtually untouchable by artificial intelligence. At least for now…(cue ominous Jaws music)

The Five AI-Proof Criteria

Based on current market analysis, five key factors make businesses AI-resistant: First, dependence on human expertise and relationships – something AI simply can’t replicate. Second, complex and non-repetitive interactions requiring nuanced decision-making. Third, regulatory, ethical, safety, and legal complexities where human oversight remains mandatory. Fourth, high-touch personalized services like concierge or VIP offerings. Finally, creative work requiring strategic direction and innovative thinking. These aren’t just theories – they’re playing out in real-time across industries.

Industries That Will Survive and Thrive

Consulting and coaching remain AI-proof because they require tailored solutions, deep industry knowledge built over decades, and trust-based relationships. Not to sound biased but my own clients are literally trusting their company’s future to strategic guidance that requires complex layers of my experience and human judgment. That simply can’t be automated.

Branding and advertising, while disrupted in content creation, still need originality, emotion, nostalgia, and strategic thinking for complex situations. Custom engineering and R&D require innovation, multi-disciplinary expertise, and human collaboration to manage complex projects and teams.

The Human-Essential Sectors

Healthcare and life sciences will always need human oversight due to regulatory complexities, ethical considerations, and direct patient interactions. As my clients in cancer research can attest, they’re busier than ever because you can’t automate clinical trials or replace the human eye in critical medical decisions.

Niche and local services like construction and property management require on-site presence and complex problem-solving. Living in a large condo building, I see daily human problems that no AI could handle – from calming upset residents to navigating complex local regulations and unexpected situations.

Your Strategic Move Forward

The key isn’t to fear AI but to harness it while positioning yourself in AI-resistant areas. Look at your current offerings and identify which elements require human expertise, complex decision-making, or relationship building. If your business is vulnerable, consider pivoting toward services that emphasize these AI-proof criteria.

The future is bright for those who understand that AI is a tool to enhance human capabilities, not replace them entirely. Plan your business strategy accordingly – the companies that thrive will be those that combine AI efficiency with irreplaceable human value.

Want to reposition your messaging to grow your leads? Follow me on Twitter, friend me on Facebook, watch my Podcast onYouTube or connect with me on LinkedIn –and let’s talk.