Humanising Your Brand in the Age of AI: A Conversation with Fiona Killackey

AI is everywhere in 2025. From content creation to customer service, it’s changing how we do business at lightning speed. But while AI brings efficiency, it also raises a critical question for small business owners: how do you keep your brand human when so much can be automated?

That’s exactly what Jenn Donovan, host of the Small Business Made Simple podcast, explored with Fiona Killackey, founder of My Daily Business, author of Passion, Purpose, Profit and Business to Brand, and a long-time advocate for building businesses without the hustle.

Meet Fiona Killackey

Fiona’s career journey is anything but linear—yet every step has shaped her philosophy on brand and business. She’s worked as an editor for Fashion Journal and David Jones Magazine, held senior roles at Amazon and Audible in the UK, and led marketing at Mimco before founding her own consultancy, My Daily Business, almost a decade ago.

Her focus today? Helping business owners create values-driven brands that support their lives, rather than consume them.

AI: The Biggest Shift Since the Internet

Fiona likens the current AI wave to the early days of the internet. She recalls working in a call centre where a plumber told her, “no one will ever email a plumber.” Fast-forward 20 years, and that resistance feels almost laughable.

Her view is clear: AI is “already infiltrated in so many tools you’re already using,” and it will only become more integrated into our businesses and lives. While concerns about bias, data, and sustainability are valid, Fiona believes AI is the biggest transformation since the internet—and small business owners can’t afford to ignore it.

Using AI as an Assistant, Not an Authority

One of Fiona’s strongest messages is this: don’t hand over your voice to AI. Too many entrepreneurs expect tools like ChatGPT to get everything right on day one. Instead, she suggests thinking of AI as you would a human assistant—someone who needs direction, context, and guidance.

“AI doesn’t have a personality unless you tell it to,” Fiona explains. “The nuance, empathy, and storytelling still need to come from you.”

This approach helps business owners maintain authenticity, while still taking advantage of AI’s efficiency.

Bias, Prompts, and the Human Lens

Jenn and Fiona also discussed the hidden biases in AI outputs. From suggesting only white podcast guests to generating stereotypical imagery of entrepreneurs, AI often reflects the worst of the data it has been trained on.

The antidote? Be intentional with your prompts, speak to AI as you would to a human, and always apply a human lens to review the results.

Where to Start with AI

If you’re just beginning your AI journey, Fiona suggests:

• Reflect on your fears – Identify what’s holding you back, whether that’s data privacy, climate impact, or cost.

• Audit your business – Map out what’s working and what’s not, then consider where AI could add value.

• Choose tools that fit your needs – Fiona recommends Claude for writing with a natural voice, and Poppy AI, a creative whiteboard that lets you collate visuals, text, and ideas while working across multiple AI models.

• Avoid overwhelm – Pick one or two tools and commit to learning them deeply before chasing every new platform.

How Fiona Uses AI in Work and Life

Fiona works a three-day week and integrates AI seamlessly into both her business and personal life. She uses Poppy AI to plan family meals (right down to budgeting for groceries), and to transform podcast transcripts into blogs, newsletters, and social posts.

But crucially, she always edits the outputs to ensure her tone of voice and expertise remain intact. “Good data in means good data out,” she says—a reminder that AI is only as effective as the input you provide.

Fiona’s Books and Where to Connect

Fiona is the author of:

• Passion, Purpose, Profit – how to start and scale a business without hustle.

• Business to Brand – how to create a legacy brand that inspires loyalty and change.

Both are published by Hardie Grant and available in print and audiobook format (including on Audible and Spotify).

You can connect with Fiona on Instagram @mydailybusiness_ or at mydailybusiness.com.

💡 If you’re a business owner ready to embrace AI while keeping your brand truly human, this conversation with Fiona Killackey is a must-listen. Tune into the full episode of the Small Business Made Simple podcast for all the insights.