Stand out from the crowd

24th November 2025 |   Adam Gray

Personal branding as a competitive advantage in a world of AI and automation.

Personal branding has been a fashionable term for some years now and it is often taken as something “we all need to do”. Yet, very often we don’t stop and ask why. For this reason, personal branding seldom has the strategic attention that it perhaps deserves.

In the coming months (and years) personal brand and the human touch are likely to become ever more important as our decisions are increasingly shaped by the AI and automatedmarketing world in which we now live.

Back in 2015 CEB (now Gartner) produced some shocking research that showed the buyer was typically 57% of the way through their buying journey before the seller was aware of them. By 2024 (according to the 6Sense Buyer Experience Report) this statistic had risen to 70%.