Many small business owners fear that adopting AI could erode the relationships and culture that make their companies successful. On this episode of The Small Business Show, Jeff Burningham, author of The Last Book Written by a Human, explains how artificial intelligence can be harnessed as a tool to amplify human potential rather than replace it.
Burningham’s career spans founding and leading multiple companies, mentoring entrepreneurs, and teaching thousands of students in entrepreneurship. His concern over society’s reliance on technology and screen-driven interactions inspired his latest book, which calls for a deliberate focus on humanity even as AI becomes increasingly integrated into daily life.
AI as a tool, not identity
According to Burningham, business success is rooted in human relationships. He notes that while AI can perform tasks faster than people, machines cannot replicate empathy, creativity, or the ability to inspire teams. For small business owners, this means using AI to handle repetitive work while focusing on leadership, strategy, and human development.
“Human transformation, human evolution comes from real human connection, contact and relationship.”
In Burningham’s eyes, AI reflects the sum of human knowledge but should not define business identity or values. He advises leaders to pause, reflect, and approach AI thoughtfully, avoiding over-reliance on machines at the expense of culture and interpersonal trust. AI serves as a catalyst for “rehumanizing” businesses by enabling leaders to slow down and prioritize people-centered decision-making.
Generational and cultural considerations
While younger generations may be more digitally immersed, Burningham emphasizes that a strong organizational culture enables employees of all ages to thrive. Leaders should focus on shared values and mission rather than trying to “fix” generational differences. Relationships, he says, always outweigh results when it comes to long-term business sustainability.
Practical guide for business owners
- Outsource repetitive tasks to AI, freeing leaders to focus on strategy and creativity.
- Use AI to level the playing field, providing opportunities and insights without dehumanizing teams.
- Align AI adoption with the company’s mission and values, ensuring technology enhances rather than diminishes culture.
- Reflect regularly on why the business exists and how it can benefit employees, customers, and the broader community.
The Last Book Written by a Human reinforces the message that wisdom, empathy, and intentional human connection are the true competitive advantages in a tech-driven world. Burningham encourages business owners to slow down, invest in relationships, and use AI to bless people rather than just boost efficiency.
In an era of intelligent machines, Burningham believes the most valuable asset for small businesses remains human beings. Leaders who focus on culture, trust, and human development can use AI as a powerful tool to support growth without sacrificing the relationships that make their companies thrive.
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