In this episode of The Growth Signal, host Alyssa Nolte sits down with B2B sales consultant Ruth van Vierzen to talk about the risks and rewards of using AI in sales and customer service. Ruth’s hot take: AI can be a powerful tool, but if you let it replace the human touch, you risk losing your brand’s value and your best customers.

Alyssa and Ruth dig into why so many companies rush to “slap some AI on it” without thinking through the bigger picture. They share real-world examples of AI gone wrong, the hidden costs of losing personal connection, and how leaders can roll out AI in a way that strengthens (not weakens) their brand.

Why listen

If you’ve been told AI is the future of your business, this conversation will help you slow down and make smarter choices. You’ll learn how to keep AI working for you, not against you, and how to protect what makes your brand unique.

3 key takeaways

AI should be treated like a new intern, full of potential but needing guidance and oversight.
Rushing to replace personal service with AI can damage trust and drive customers away.
Every AI decision is a brand decision; make sure it supports who you are, what you do, and who you serve.

AI Won’t Save Your Brand...You Will with Ruth van Vierzen