Alright friends, let’s talk about AI. It’s everywhere right now—you can’t scroll, you can’t open your inbox, without someone telling you about the newest tool that’s going to change everything. But here’s the thing: as solopreneurs, as people running values-driven businesses, we can’t just chase every shiny tool. The question isn’t can AI save me time—it’s how can I use it in a way that feels good and keeps my integrity intact?

So let’s break this down, casually. Imagine we’re sitting around after a workshop, having a drink, and someone asks: “Okay, but how do I actually use AI without selling out?” Here’s how I’d answer.

Why Ethical AI Matters

Because at the end of the day, your business runs on trust. If your clients start feeling like they’re talking to a bot instead of you, or if their private data is getting tossed into an algorithm, that trust starts to crack. And for people like us, that’s the one thing we can’t afford to lose.

So what does ethical AI actually look like? I think of it in a few principles:

• Transparency—be real about when you’re using AI.

• Privacy—don’t hand over client data just to make your life easier.

• Human-first—AI is your sidekick, not your replacement.

• Bias awareness—remember, AI isn’t neutral. Check what it spits out.

• And sustainability—because yes, all this tech has an environmental footprint.

Now, in practice, this doesn’t have to be complicated.

Let’s take content creation. AI can brainstorm with you. It can give you a messy first draft, and then you polish it. That way, your voice stays intact, but you’re not starting from a blank page. Same with marketing—use AI to sharpen your messaging, not to invent a persona that isn’t you.

Client communication? Be upfront. If you’re using a chatbot, let people know it’s a chatbot. Automate follow-ups, sure, but personalize them so your client doesn’t feel like they’ve fallen into a system.

And for decision-making—AI can give you data, patterns, insights. But don’t let it run your business. You’re the strategist. You’re the one with the context.

Now, people often ask me: “Okay, so what tools should I use?” And here’s my honest answer: it depends. I’m not going to push specific tools because what matters more is how you evaluate them.

Ask yourself:

• Does this respect privacy?

• Is it transparent about what it’s doing with your data?

• Does it actually make my work feel easier—or is it just another thing to manage?

• And does this feel in line with how I want to show up for my people?

If you can answer those questions honestly and feel good about it, that’s probably the right tool for you.

Here’s where I’ll leave you: AI can absolutely be a force for good in your business. But only if you’re using it with intention. Let it handle the busywork. Let it clear space in your calendar. But keep the heart, the trust, the human connection—that’s always yours.

And if you want a little help figuring out how to choose the right tools, I’ve put together this Ethical AI Evaluation Checklist. Copy it, use it as a quick gut-check, and you’ll feel a lot clearer about what belongs in your business and what doesn’t.

Ethical AI Evaluation Checklist

Use this checklist before adopting any AI tool into your business. It will help you quickly evaluate whether the tool supports your values and protects your clients, while also making sure it’s practical and sustainable. You can also download a PDF version below.

1. Transparency & Honesty

• Does the company clearly explain how the tool works?

• Do I understand what data the tool collects and how it’s used?

• Am I willing to disclose to my audience or clients that I use this tool?

2. Privacy & Data Security

• Does the tool comply with privacy regulations (e.g., GDPR, CCPA)?

• Does it encrypt or protect sensitive data?

• Am I confident client information won’t be stored, sold, or misused?

• Would I feel comfortable if my clients knew I used this tool with their information?

3. Human-Centered Approach

• Will this tool support my work, not replace genuine client connection?

• Does it help me spend more time on meaningful interactions?

• Can I personalize or customize outputs so they reflect my voice and values?

4. Bias & Fairness

• Does the tool acknowledge or address bias in its outputs?

• Have I tested it for fairness and inclusivity?

• Am I willing to take responsibility for correcting biased or harmful outputs?

5. Content Ethics & Intellectual Property

• Does the tool respect copyright and intellectual property rights?

• Am I confident the outputs are original, not plagiarized?

• If I use AI-assisted content, am I adding my own perspective and edits?

6. Sustainability

• Is this tool energy-efficient, or does the company disclose sustainability practices?

• Am I avoiding unnecessary AI use that adds digital waste?

7. Practical Fit

• Does this tool actually make my work easier, or does it add complexity?

• Does it integrate smoothly into my existing systems?

• Can I see myself using it consistently, or will it sit unused?

Quick Decision Guide

✅ If most boxes are checked: This tool is likely a good fit.
⚠️ If several boxes are unchecked: Pause and reconsider—look for alternatives.
❌ If core values (privacy, transparency, human-first) are unchecked: Do not use this tool.

Remember: AI should feel like an ally, not a compromise. If it doesn’t feel right, it’s not the right tool for you.

Download the PDF version here.