BEREA, Ky. — There has been a lot of talk lately about big companies making massive moves with artificial intelligence. One recent example is HSBC—one of the largest banks in the world—naming David Rice as its new Chief AI Officer.
That sounds like a big, top-level decision. And it is. When a major international bank creates a role like that, it usually means they expect AI to fundamentally reshape how they operate, from customer service all the way to internal corporate decision-making.
Most headlines focus entirely on that angle: big companies, big structural changes, and the looming concern about jobs being cut from the top down.
But I think that misses the bigger picture.
The Real Shift Is Happening at the Bottom
While executives in boardrooms are still figuring out their ten-year strategies, regular people have already started changing how daily work gets done. If you run a small business in Berea—or even just handle day-to-day administrative tasks—you have probably noticed it.
Things that used to require hiring a freelancer or a part-time employee are now being done solo:
- Writing local ads or social media posts
- Designing simple promotional graphics
- Organizing complex spreadsheets
- Troubleshooting basic tech and networking problems
Instead of paying someone, many people are turning to tools like ChatGPT to walk them through the process step by step. It is not always perfect, but for a small business owner, it is often good enough—and a whole lot cheaper.
We’ve Seen This Before… Kind Of
You could argue this behavioral shift started years ago with YouTube. If you needed to fix a leaky sink or troubleshoot a software issue, there was probably a video for it. But you still had to search for the right one, sit through a lengthy intro, pause and rewind constantly, and hope the creator’s exact scenario matched your specific problem.
AI completely changes that friction.
Now you can simply type, “Here is exactly what I’m trying to do,” and get a direct, step-by-step answer tailored specifically to your unique situation. That makes it exponentially easier for people to try things themselves instead of immediately hiring outside help.
Why This Matters in a Place Like Berea
This shift might not make the front page of the Wall Street Journal, but it is happening right here in Madison County. Small businesses, students at Berea College, and independent creators are all finding ways to do more on their own.
That means fewer small, piecemeal jobs being outsourced, fewer entry-level administrative opportunities for young workers, and more local owners wearing multiple hats.
Even creative groups like The Spotlight Playhouse are part of this changing landscape. AI isn’t replacing raw creativity, but it is absolutely changing how much outside help people feel they need to execute a vision.
The Jobs That Disappear Quietly
The biggest economic impact of AI isn’t the massive corporate layoffs you can point to on the evening news. It is the jobs that simply never get posted in the first place.
It is the freelance designer who doesn’t get hired for a flyer. It is the copywriter who isn’t needed for a quick newsletter. It is the tech support call that never happens because a chatbot solved the routing issue.
Those small, individual decisions don’t make the news—but taken together across thousands of small towns, they add up to a massive shift in the labor market.
The Bottom Line
Big companies like HSBC investing heavily in AI is important. It tells us where the corporate world is headed. But the real, tangible change isn’t starting at the top. It is already happening at the ground level, where people are quietly deciding to do things themselves instead of paying someone else to do them.
And that shift is moving far faster than most headlines let on.
About the Author
Chad Hembree is a certified network engineer with 30 years of experience in IT and networking. He hosted the nationally syndicated radio show Tech Talk with Chad Hembree throughout the 1990s and into the early 2000s, and previously served as CEO of DataStar. Today, he is based in Berea as the Executive Director of The Spotlight Playhouse, proof that some careers don’t pivot, they evolve.
Upcoming Events in Berea & Beyond
Theater & Performance at The Spotlight Playhouse
(Tickets and info for all shows: thespotlightplayhouse.com)
- Murder on the 518 (The Bluegrass Players) — March 20–29
- Disney’s Frozen JR. (Teen Production, Ages 14–18) — March 20–29
- “Finally” A Broadway Revue (The Spotlight Players) — April 3–12
- The Booking Committee (The Bluegrass Players) — April 17–25
- Disney’s Finding Nemo KIDS (Ages 4–11) — April 24–26
Music & Concerts
Community, Arts & Outdoors
- Photography Workshop with John Snell (Berea Arts Council) — Sat., March 28 at 10:00 a.m.
- Easter Eggstravaganza (Lake Reba Park Softball Fields, Richmond) — Sat., April 4 at 11:00 a.m.
- Red Oaks Forest School Art Club (Forestry Outreach Center) — Sat., April 11 at 10:00 a.m.
- Mushroom Inoculation Workshop with ASPI (Forestry Outreach Center) — Sat., April 25