Are AI tools like ChatGPT starting to replace the way clients search for help? If people can simply type “How do I cope with anxiety?” into AI and get a personalised answer, what happens to directories? And what happens to the therapists who’ve relied on them for years?
What does AI mean for therapists? This is an important question that’s worth asking. But it doesn’t mean therapy is disappearing. What it highlights is the value of human connection and how important it is for therapists to show up as real, authentic people.
🎧 Listen to the full episode of the Good Enough Counsellors Podcast for more on this topic — including simple social media ideas you can use to stay visible through December without feeling like you have to be online all the time.
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Why Human Connection Still Matters in the Age of AI
A recent Facebook discussion asked whether AI could do a better job of supervision than a real supervisor. The consensus was a clear no.
AI can produce insights and ask structured questions, but it can’t truly listen. It doesn’t notice tone, hesitation, or those moments when the most important thing isn’t what’s said, but what’s unsaid.
And the same is true for therapy – and for how clients choose a therapist.
A directory profile might help someone find you, but it’s your human presence that helps them decide to work with you. When people see and hear you – your warmth, humour, empathy, and values – they begin to trust you.
That’s why showing up online, in your own voice, still matters.
Is AI Changing How Clients Find Therapists?
It’s certainly possible that AI is beginning to change how people search for help.
Some clients may be turning to AI first, looking for quick coping tips or even therapist recommendations. Others may be asking AI to summarise local options, bypassing traditional directories altogether.
It’s too early to know exactly what impact this will have, but what’s clear is that relying on one single source of referrals – whether it’s the Counselling Directory, Psychology Today, or Google – is becoming riskier.
That’s why this isn’t a time to panic. It’s a time to adapt.
Diversifying How Clients Find You
Therapists don’t need to abandon directories – they still work well. But they shouldn’t be the only place you’re visible.
If potential clients are using AI search tools, the information those tools draw from still comes from real, human-created content – including social media posts, websites, and blogs.
So, by creating thoughtful content in your own words, you’re helping AI (and real people) find you.
Here’s how social media continues to support your visibility in simple, human ways:
1. It reminds people what you do
Friends, family, past clients, and peers are all part of your extended network. When you post about your work, you remind them that you’re a therapist – and that gentle reminder might lead to a referral when someone they know needs help.
2. It builds trust and credibility
Sharing reflective posts, quotes, or short insights on the issues you work with helps potential clients see your experience and your approach.
That’s what helps them feel comfortable reaching out – far more than a generic AI-generated blurb ever could.
3. It helps new people discover you
Many clients don’t even know directories exist – and if AI search tools are changing where they look, social media becomes another path for them to find you naturally.
Even if they never comment or message you, seeing your name and tone regularly builds familiarity. You become a recognised, trusted voice.
Being Real Is the Advantage AI Can’t Match
AI can generate content that looks convincing – but it all tends to sound the same. Clients are getting better at spotting that. What stands out now is authenticity:
- You don’t need to post daily or share your private life.
- You just need to show up as yourself – imperfect, kind, and human.
- That’s what helps people feel safe, and that’s what leads them to therapy.
As I often remind therapists I work with, visibility doesn’t mean being the loudest voice online. It’s more like turning on a light in your practice window – letting people know you’re there.
One thoughtful, authentic post will always do more than a week of polished, AI-written ones.
Final Thoughts: Evolving Your Marketing in the AI Era
AI might change how people search, but it won’t change what they’re searching for.
They’re still looking for understanding, warmth, and human contact – things that no machine can provide.
So if you’ve noticed your directory profile is quieter lately, don’t lose heart. See it as an invitation to diversify, to evolve, and to show up in ways that let people connect with the real you.
Because while AI can mimic language, it can’t build trust.
And in therapy, trust will always be the deciding factor.
Want Support With This?
If you’d like help working out what to post and how to share safely, come and join us inside Therapy Growth Group. It’s my membership for therapists who want to grow their practice without the pressure to be perfect.
In the group you’ll find:
- Practical training and post ideas to make your marketing easier.
- Supportive coaching calls where you can get feedback on your posts.
- A community of therapists who understand the nerves and will cheer you on.
You don’t have to figure out social media alone – Therapy Growth Group gives you the encouragement and structure to grow your practice in a way that feels safe, boundaried, and doable.
Click here to find out more and join us.