11/06/2026
A client said something interesting to me this week.
They told me they’d asked ChatGPT to recommend a hypnotherapist in Aberdeen and apparently my name came up.
I have to admit, I was genuinely surprised.
It got me thinking though. What would AI actually look at when answering a question like that?
Unlike a former client, friend or colleague, AI doesn’t know what happens in the therapy room. It hasn’t seen somebody walk in feeling overwhelmed and leave feeling more hopeful. It hasn’t witnessed confidence returning, fears reducing, or people taking back control of their lives.
What it can see is the footprint we leave behind.
Qualifications. Experience. Reviews. Professional registrations. Website content. Articles. Social media posts. Areas of expertise. Years spent developing skills and helping people.
And perhaps something else.
Showing up.
Showing up when you’re busy. Showing up when nobody seems to be paying attention. Showing up to write another article, create another post, learn something new, improve your skills and help another person.
The more I thought about it, the more I realised there probably isn’t a shortcut to credibility.
Whether a recommendation comes from a friend, a former client, a professional colleague, Google or AI, trust tends to be built in much the same way. Consistency. Experience. Reputation. Expertise. Doing good work and continuing to show up over time.
So I’d be interested in your thoughts.
As AI becomes part of everyday life, what do you think it is actually measuring when it recommends one professional over another?
And do you think it’s looking at the right things?