BY GCWALISILE MHLABANE
SIDVOKODVO – In a world where artificial intelligence is rapidly changing how businesses create content and reach customers, entrepreneurs and aspiring business owners have been urged to use the technology as a tool to strengthen their businesses rather than allowing it to define their ideas, identity and direction.
The call was made by United States entrepreneur Natalie Nicole Kozub, a CEO, serial entrepreneur and brand strategist, while speaking as a featured speaker and panelist at the LaunchPad Business Conference 2026, running from October 2-3 at the TLC Events Centre in Sidvokodvo.
The conference brings together entrepreneurs, business leaders and aspiring business owners for discussions on entrepreneurship, business development, content creation, technology and business growth.
Kozub, who travelled from the United States for the conference, focused her presentation on using AI to batch content, encouraging entrepreneurs to first establish a strong foundation for their businesses before using technology to communicate their ideas and reach potential customers.
“Have a solid foundation, and understand deeply who we are, who we’re serving, what our end goal or result is, then we’re going to get way better results with AI as a tool,” Kozub said.
She stressed that AI should support an entrepreneur’s strategy rather than determine what the business stands for.
“It should not be our source of truth. It should be a tool to help us further what we’re trying to articulate and what we’re trying to get to in the end result,” she said.
Kozub said entrepreneurs needed clarity about their identity, products or services and the people they wanted to serve before focusing on their social media presence.
“When you’re clear on who you are and what you’re offering and the value that you provide to your audience, how much easier is it?” she said.
“If you know you can genuinely help someone with your business solution, you should be able to talk about that confidently.”
She encouraged entrepreneurs to use their own knowledge and experiences when creating content instead of believing they had nothing meaningful to say.
“You know so much. You have a unique perspective. God gave you the vision to start something for a unique reason. So use that,” Kozub said.
The entrepreneur also challenged business owners to look beyond likes, comments and follower numbers when measuring their social media performance.
She said a person could regularly consume business content without publicly engaging with it and later become a customer.
“These people are secretly consuming your content, and when they’re ready to buy, when they’re ready to convert, they will reach out,” she said.
Kozub said entrepreneurs should not allow changing social media algorithms or declining engagement figures to undermine their confidence.
“It’s not you,” she said, referring to entrepreneurs who may feel discouraged when their content receives fewer likes than before.
She shared her own experience of building a business despite having a relatively small social media following.
“I made multiple six figures with low followers. I only have 3 000 followers on Instagram, but it’s very loyal. I’ve been in business for six and a half years and I showed you I’m still standing,” she said.
Kozub said the focus should be on developing meaningful relationships with audiences rather than chasing immediate online attention.
“Social media should be about nurturing your audience, forming a relationship, being social,” she said.
She said entrepreneurs often want immediate results from social media, but business relationships can take time to develop.
“We want instant likes, we want instant results, and that’s not how it works anymore,” Kozub said.
The LaunchPad Business Conference provides a platform for entrepreneurs, business leaders and aspiring business owners to exchange ideas and gain practical knowledge aimed at strengthening their businesses.
Kozub urged participants to develop a clear strategy for communicating their value and then use AI to help them produce and organise content consistently.
Her message to entrepreneurs was that technology could make content creation easier, but the substance of the message should come from the business owner.
The conference continues on October 3, with participants expected to engage in further discussions and activities focused on entrepreneurship, business development and growth.
(Courtesy Pic)
