Testing, Testing

Everyone is using AI for content creation

Some people using it for creative writing, angles, research etc

Others using it to write a post about why protein is so important, so they can say they’ve ‘ticked the content box’

Those who are using it as a creative partner will win in the long-term as they’ll write more compelling copy, build better relationships and make more sales. Those who use it to write for them will struggle to run a viable business

But in the next 12-18 months, it isn’t just going to be about content

One thing that’s interested me for a few months now is using AI to test.

A recent piece in the [[Behavioural Economics 2025 Guide]] discussed how human datasets will be used to generate ‘synthetic participants’

AI personas who will respond like humans, allowing us the power to explore attitudes, test interventions and study behaviour - in a way that’s cheaper and faster than with humans

You’d be able to test offer ideas, marketing angles, headlines, subject lines, sales pages, perspectives on certain items. Although current models don’t do great with mirroring behavioural intent, they’re very good at replicating attitudes to certain topics. So you can take your ‘I work with busy execs’ niche and absolutely turbocharge it, building a complex profile of your ideal client.

But you can guarantee when this comes around (and it is, with companies like AskRally) - coaches will ask questions like ‘What should I post to go viral’.

The lack of creativity is what is going to kill a lot of fitness businesses. Coaches who can think, test and implement creatively, are going to be the ones who have a huge advantage. Being able to ask the right questions to interrogate data and gain an advantage through insight, will be another way that AI + Coach Creativity will win