In a recent LinkedIn post, Mark Firth discusses the transformative impact of AI co-working tools, specifically highlighting Claude Co-work, on business operations and profitability. Firth, who has been relatively quiet on social media due to deep engagement with the technology, asserts that this development is the most significant change for online businesses since the advent of ChatGPT.
Firth emphasizes his own experience, stating that the capabilities unlocked by AI co-workers have been extraordinary. He notes his general reluctance to engage in hyperbole regarding new tools, preferring to quietly integrate them for business growth. He then provides specific, quantifiable results from his own company:
“Our software bill (done by my CPA) went from 86k in 2024, to 36k in 2025 and this year we will be below 23k. Team went from about 70k down to less than 12k. Profit went from 33% to 53%”
This stark financial improvement, according to Firth, is a testament to his company’s position as “heavyweight AI users.” He outlines two key considerations for businesses looking to leverage similar AI co-working assistance.
Choosing the Right AI Partner
Firth argues that the selection of an AI co-working provider is critical and depends heavily on the provider’s background and expertise. He stresses the importance of selecting solutions from entities that have practical experience in managing and leading teams, not just virtual assistants.
Experience in Team Management is Key
According to Mark Firth, a core differentiator for successful AI implementation lies in the provider’s ability to understand the nuances of human team dynamics. He states:
“Recognizing what to automate and what to leave is a skill”
This suggests that effective AI co-workers should augment, rather than simply replace, human roles, requiring an understanding of operational workflows and strategic decision-making.
Business Acumen Over Technical Prowess
Furthermore, Firth draws a sharp distinction between AI experts and business experts who utilize AI. He posits that deep business knowledge is paramount when selecting an AI co-working partner.
“Buy from an business expert not an AI expert. An AI expert without proven business success is like giving a knife to a criminal instead of a surgeon”
In Firth’s view, this analogy underscores that the application of AI, while technically proficient, must be guided by strategic business understanding to yield positive and ethical outcomes. The tool itself is neutral; its impact is determined by the expertise and intent of the user and their advisors.
Firth’s insights suggest a pragmatic approach to AI adoption, emphasizing that the true value of AI co-workers is unlocked when integrated by individuals and organizations with a proven track record in business leadership and strategic automation.
📝 About This Content
This article is based on insights shared by Mark Firth on LinkedIn.
📅 Originally posted on April 23, 2026 | View original post on LinkedIn →