Phoenix, Arizona-based public relations consultant Curt Mercadante said small business owners should focus on building resilient influence in a world increasingly dominated by AI-generated content and declining social media reach.

“Today, anyone can use AI to sound smart. But real influence is built by showing up consistently, sharing your beliefs, and earning third-party credibility,” Mercadante wrote in a blog post on ResiliencePR.com. “You can’t outsource your reputation. If you want to be the go-to expert in your niche, you need to be the authority AI can’t replace.”

“Attention spans are shrinking. Algorithms are hiding your posts. AI is flooding the internet with content. That means you can’t just ‘show up’ anymore—you have to stand out.”

The rise of generative AI has made it easier than ever to produce content, but harder for individuals to differentiate themselves. As Mercadante noted, “Influence without trust is just noise,” urging entrepreneurs to earn visibility through earned media and third-party validation.

Mercadante is the founder of ResiliencePR, a Phoenix-based public relations agency helping small businesses share their stories and reach the right audiences with clarity and impact. The firm specializes in strategic messaging, local and national media outreach, and tailored PR campaigns that build lasting visibility and credibility.