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Each one of us has our own style of writing, communicating, interpreting, listening, and engaging.

Whether it is personally or professionally, we have our own flair for how we communicate.

Can AI replicate it? It can come close.

Can someone sniff out the BS if AI wrote an email for you? Absolutely. And that is where danger can hit…and hit hard.

Was this newsletter forwarded to you?

Let’s break it down. We live in a world of trust to win business.

You nailed the demo. The AI drafted the perfect follow-up, dropped in a clever LinkedIn reference, and even go as far as suggesting pricing based on the client’s past history. But here’s the question nobody’s asking: what happens when your prospect realizes you didn’t spend the extra 60 seconds to write the message?

In a world where AI can write your emails, set your prices, and move the deal forward while you sleep, trust is more fragile than ever. One wrong move, a message that feels off, a detail that’s too perfect, and the whole relationship can unravel.

This week, we’re pulling back the curtain on ethical AI in sales. Because winning the deal is easy.

Keeping trust? That’s the real game.

Let’s dance.

Why You Should Care

Trust is the currency of any deal. The second a client feels manipulated or misled by an AI-generated message, the deal, and your credibility, can evaporate. If the AI conversation does not feel natural, the conversation can pivot immediately.

In 2025, buyers aren’t just evaluating your solution.

The numbers tell a compelling story about why ethical AI matters more than ever.

• 63% of consumers globally believe that advances in AI make trust even more important than before.

• The 2024 AI Trust Index shows that over 75% of AI end users and providers are somewhat concerned or higher about their level of trust in AI today, with the trust index standing at 308 out of 400 in terms of concern.

• 68% of consumers want clear disclosure when interacting with AI agents, regardless of the platform

• 71% of consumers stated they would stop doing business with a company if it used their data without permission

• Deloitte found that 57% of consumers are more likely to buy from companies that clearly explain how AI is used in customer interactions

Be Transparent About AI Use

Transparency isn't just about disclosure, it's about creating confidence. If you use AI in your sales process, make sure you have a strong understanding of where you use it and who it touches. Does the AI only touch internal conversations? Prepping emails (but not sending)? Send reminders to the team for follow-ups? The list goes on.

This doesn't mean overwhelming them with technical details, but rather explaining how technology helps you serve them better.

For example, instead of hiding AI involvement, you might say: "We use AI tools to help us respond quickly and keep track of important details from our conversations, but every message is reviewed and personalized by me before it goes out." This approach builds trust by showing that you value both efficiency and personal attention.

I talk about trust in past issues here:

3 Reasons Why AI Can't Beat Human Intuition 

6 Words That Kill Your Email Communication Power 

Why Relationship Selling Crushes Transactional Selling in the Age of AI 

Adding the Human Touch

AI should amplify your voice, not replace it.

The most effective individuals use AI as a starting point, then inject their own insights, context, and personality.

Before sending any AI-assisted communication, ask yourself: "Would I say this exact thing in a face-to-face conversation?" If the answer is no, take the time to revise it. 

This can easily make or break the email or LinkedIn chain. Don’t be lazy.

This simple check ensures that your messages maintain authenticity while benefiting from AI efficiency.

Implement Clear AI Guardrails

Establishing boundaries for AI use protects both your clients and your business. These guardrails should cover what your AI can and cannot do, ensuring that every interaction remains ethical, compliant, and aligned with your brand values.

Essential guardrails include never allowing AI to send messages without human review, prohibiting AI from referencing personal or sensitive data unless you've confirmed it's appropriate, and regularly auditing AI outputs for tone, accuracy, and alignment with your values.

Your guardrails should include processes for explaining AI recommendations and ensuring that human oversight remains integral to your sales process.

Third Touch - Show Your Skills

Remember, in an age where anyone can automate, the companies that win will be those that automate wisely. 

Your AI should make you more human, not less. It should help you build stronger relationships, not replace them. And it should always serve your customers' interests, not just your own efficiency goals.

Your Action Item

This week, conduct an ethical AI audit of your current sales communications. For every AI-assisted message, email template, or automated process, ask yourself these three questions:

1. Have you disclosed AI involvement where appropriate? Your prospects deserve to know when technology is helping facilitate your communication, especially if it's analyzing their data or behavior patterns.

2. Have you reviewed and personalized each AI-generated message before sending it? No automation should go out without human oversight and customization that reflects your understanding of the specific prospect's needs.

3. Do you have clear, documented rules for what your AI can and cannot do? These guardrails should cover data usage, message tone, sensitivity levels, and escalation procedures.

Your customers are counting on you to use technology responsibly, and your long-term success depends on maintaining their trust every step of the way.

What the Internet Taught Me This Week

From new tools, recent trends, and market updates, here is what has been on my mind.

1. Forget about charm, Marriott’s AI will determine if you get an upgrade now. Check it out here

2. Pentagon is investing heavily in the MP Materials for rare earth elements. Check it out here

3. New White House cyber executive order has been released. Check it out here

Trust isn’t built by clever tech, it’s built by showing up real, every time.

AI can help you move faster, but it’s your integrity that keeps clients coming back.

Set your guardrails. Be transparent. Make every message unmistakably yours. Because in sales, the only thing harder than winning trust is earning it back once it’s gone. And it can be gone forever. Don’t let a simple mistake cost you dearly.

See you next week.

Whenever you're ready, here are 4 ways I can help you:

1. Unlocking Hidden Potential - Reconnecting with Past Clients for Explosive Growth - Check out my free eBook on how you can find hidden gems in your past clients and help you crush your sales goals.

2. Build your Sales CRM - Download our free Sales eBook on How Your Sales Team Can Maximize Your CRM Tool. Whether it’s Hubspot, Salesforce, or another CRM tool, make sure you leverage it to your advantage.

3. Awesome Sales Resources - Transform your sales engagement and capabilities across Social Selling, CRM, Lead Generation, Enablement, and more.

4. Cribworks Advisor Program - Want more than just resources? Reach out to me and see if our Advisor Program can help you grow your business.