What Hormozi Gets Right About AI in Business
Alex Hormozi just dropped a video called "How to Use AI in Your Business in 2026." His company did nine figures last year. He has a team, an infrastructure, and the resources to run AI experiments at scale. I watched the whole thing. He is right about almost everything. But if you run a small business, some of what he says needs translation.
AI is the internet. That is the correct analogy.
Hormozi makes the point that you do not have to become an AI business. You just need to use AI in your business. The same way you did not become an internet business when you put up a website. You just used the internet. That is the right framing. The businesses that got online early got disproportionate returns. The same thing is happening with AI right now. Hormozi puts a number on it: 18 months. That is how long the window stays wide open before this becomes table stakes.
I agree with the timeline. I also think 18 months is generous. Every month that passes, the barrier to entry drops and the advantage of being early shrinks. If you are reading this in 2026, you are still early. Barely.
The tech nerd problem
Here is where Hormozi says something that most people miss. He talks about "cloud to dirt" knowledge. The idea is that the person who understands both the high-level strategy and the low-level technical implementation is the one who sees the real opportunities. If you hand AI off to a tech person who does not understand your business, they will build what they have seen before. Commoditized automations. They will not see the combination of pieces that would actually move the needle for you.
This is exactly the problem I built Obsidian AI Labs to solve. Most business owners are not going to become programmers. Most programmers do not understand how a plumbing company or a property management business actually operates day to day. You need someone who sits in the middle.
I spent a decade doing ethical hacking. That work is all about mapping systems, finding the paths, figuring out what tools exist and building the ones that don't. That is the same thing I do now when I look at a client's business. I map the systems. I find the automation paths. I build the connectors. The difference is that instead of breaking in, I am wiring things together.
Stop romanticizing your intuition
Hormozi says something important about pattern recognition. Every time you say "I just know" or "I have a gut feeling," what you are really describing is pattern recognition. You have been exposed to enough inputs over enough time that you can generalize. AI does the same thing. Faster.
He suggests you break your workflow into observable behaviors and ask which of those behaviors could be handled by a bot. Can a bot look at your calendar? Can it read your call transcripts? Can it flag the five most interesting decisions from the past week? Yes. To all of it. And that is what we build. An AI that watches your systems and does the repetitive work so you can focus on the parts that actually require you.
Where the nine-figure company and the half-million company diverge
Hormozi talks about AI SDRs matching his human sales team. He talks about spinning up five agents to handle 120,000 support tickets during a book launch. He talks about self-licking ice cream cones where content turns into ads automatically every single day.
That is real. All of it works. But if you run a trades company or a service business in Ontario doing under a million a year, you do not need five agents handling 120,000 tickets. You need one system that answers your leads at 11pm, books your appointments without back-and-forth texting, follows up after a quote so you do not forget, and sends invoices the same day the job is done.
The gap between Hormozi's world and yours is not that AI does not work at your scale. It does. The gap is that nobody has configured it for your scale. The tools exist. The APIs exist. Your CRM, your Google Workspace, your booking system, they all have integration points. What is missing is someone who will actually wire them together for a business that does not have an engineering team.
That is the service. Our Digital Worker gets you a working AI system connected to your actual tools, handling your actual workflows, from day one. Not a chatbot. Not a template. A system that does the admin work you are doing tonight.
You are not too busy for this
Hormozi ends with this: "You are not too busy to do this. You have other things that are less important and you need to start prioritizing this."
He is right. The question is whether you do it yourself or have someone do it for you. If you have the time and the technical interest, Hormozi's advice is solid. Take a YouTube tutorial, paste the transcript into an AI, follow the steps, screenshot when you get stuck, and keep going. You will learn. It will take a while.
If you do not have the time, or if you tried and hit a wall, that is what we are here for. The conversation is free. Reach out and we will look at your specific setup together.
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