In this episode of The Social Shift, Mike Montague (Avenue9) sits down with Katie Brinkley (Next Step Social and Podcast) to unpack how AI is changing social media and why the brands that win will be the ones that sound most human, not most automated. They explore the rise of “AI slop” in our feeds, why going viral isn’t a business strategy, and how local and B2B businesses can use podcasting and authentic content to build genuine relationships, not just rack up views.
If you’ve ever felt overwhelmed by content chaos or unsure how to make AI work without losing your voice, this conversation is your reset button. You’ll learn how to blend AI with authenticity, why smaller audiences often lead to bigger results, and how to turn conversations into your most powerful content engine. It’s a must-listen for marketers, business owners, and creators looking to bring marketing back to life.
We’ve officially hit peak content. Everyone’s posting. Everyone’s automating. Everyone’s trying to win the attention economy.
But if you’re a business owner or marketing director at an SMB, you’re probably not looking to go viral on TikTok. You’re looking for qualified leads, real conversations, and content that actually moves the needle.
That’s why I invited Katie Brinkley, founder of Next Step Social & Podcasting and Author to talk about what’s working now on social media, and how AI has changed the game (for better and worse).
Here’s what stood out in our conversation, and what I think every small business leader needs to hear right now.
1. Going Viral is Not a Business Strategy
Katie said it best: “Influencers want views. Business owners want customers.”
It’s easy to get distracted by the dopamine hits of likes, views, and followers, especially when AI tools make it easier than ever to pump out content. But if your business operates in a specific niche, city, or service area, chasing global attention might just burn time and budget.
Human-First Takeaway: Optimize your social strategy to attract the right people, not just more people.
2. AI Content Is Everywhere, But Real Voices Cut Through
Katie and I both noticed something funny: AI made social media worse before it made it better.
Suddenly every post started sounding the same. Hook, list, hashtag, CTA. Rinse and repeat.
But here’s the upside: you can spot authentic content faster than ever. The businesses that sound like real humans, with real opinions and imperfect charm, stand out.
Human-First Takeaway: Your personality is your positioning. Double down on voice, values, and your own point of view.
3. You Need a Content Engine, Not a Content Explosion
We both love podcasting. Why? Because it solves a very real SMB problem: you need content, but you don’t have time.
Podcasting is a cheat code. One 30-minute conversation can become blog posts, quote graphics, social clips, and email content. And with AI doing the repurposing, you can actually scale without sounding robotic.
Human-First Takeaway: Conversations make content. AI makes it scalable.
4. Podcasting Builds Trust and Opens Doors
This was one of my favorite parts of the conversation: Katie shared how podcasting has become her top networking and lead generation tool.
When you invite someone to be on your podcast, it’s low-pressure, high-value. Nobody says no to being featured. And by the end of the conversation, you’ve either made a friend, a partner, or a future client.
Human-First Takeaway: Marketing that builds relationships wins, especially in service-based and local businesses.
5. The Human-First Marketing Reset
Let’s be honest, if you’re an SMB trying to stand out in 2025, the default social media advice won’t help.
You don’t need to become an influencer. You don’t need to master every platform. You don’t need to automate everything.
You need a human-first marketing system that attracts the right people, invites them into real conversations, and earns their trust over time.
And that’s exactly what Katie and I are both building on air and off.
Want to Build Your Own Human-First Marketing Engine?
If you’re tired of chasing clicks and ready to build a strategy that scales your voice, not just your volume we should talk.
At Avenue9, we help businesses like yours create content systems that connect, convert, and compound over time.
You bring the conversation. We’ll help you turn it into momentum.
👉 Book a Free Discovery Call with Avenue9
Let’s find your human edge in AI marketing.
