Tom Bilyeu, co-founder of Quest Nutrition and Impact Theory, says the biggest mistake people make with AI isn’t technical—it’s mental.

In a LinkedIn post, Bilyeu draws a line between “AI users” and “AI masters,” arguing that the real differentiator is process, not prompt quality.

“Most people use AI like a vending machine,” he writes. “Insert prompt. Get output. Walk away disappointed.” According to Bilyeu, these users expect perfection from the first try and give up when they don’t get it.

He admits he used to do the same—writing a single, massive prompt and expecting a polished solution. But like developing Quest’s protein bar, real results required iteration. “We failed hundreds of times before launch,” he says. “The same principle applies to using AI.”

His current approach is conversation-driven. Instead of asking for a finished product, Bilyeu and his team co-create with AI—building marketing plans, sales funnels, and scripts step by step, treating every output as a draft, not a final answer.

“AI is trash without YOU,” he emphasizes. “It’s not about having better prompts. It’s about having a better process.”

Bilyeu sees the growing divide in outcomes between those who treat AI as a tool for collaborative thinking and those who treat it as a shortcut to perfection. The gap, he says, is growing not just because of access or knowledge—but because of mindset.

As AI reshapes entrepreneurship and creativity, Bilyeu’s message is a reminder: the future will reward those who engage deeply, iterate relentlessly, and embrace discomfort over automation.