In Episode 13 of Task Me Anything, Adam is joined by Steve MacFarlane, CEO of Syfre, an Australian AI studio helping businesses use artificial intelligence to make their people more valuable, not less necessary. Steve shares his journey from learning to program at 10 to working in digital advertising, building technology startups and eventually founding Syfre. The conversation explores how AI can reduce repetitive work, improve productivity and free teams to focus on relationships, sales and higher-value tasks. Steve also explains why outbound sales and customer service calls still need a human touch, particularly when tone, timing and empathy matter. They discuss the fear of job losses, how leaders can introduce AI without creating uncertainty and why employees should be involved in shaping an organisation’s AI roadmap. From business systems and changing search behaviour to travel planning and horse racing tips, the episode offers a practical look at what AI does well, where it falls short and how businesses can use it responsibly. In this episode: Steve’s journey from childhood programmer to AI founderHow Syfre helps businesses build tailored AI solutionsThe business tasks AI can handle effectivelyWhy outbound sales calls still need a human elementHow AI can improve productivity without replacing peopleThe risks of low-quality, unchecked AI outputHow to prepare teams for AI adoptionWhy employees should help shape an AI roadmapThe rise of AI search and changing customer behaviourWhy context remains essential when using AIWhat we may look back on and laugh about in 2030Approximate Minutes Breakdown 00:00 | Introduction to Steve MacFarlane Adam introduces Steve, Syfre and the episode’s central question: will AI replace jobs or make people more valuable? 01:05 | Rapid-fire questions Coffee, early adoption, tech heroes, preferred AI platforms, business books, meditation and Steve’s biggest professional risk. 03:25 | Buying back 10 hours a week Steve explains which technical tasks he would delegate or automate and why he would spend the recovered time meeting people and developing sales opportunities. 05:05 | What business owners should stop doing manually A discussion about calendar management, email promises, scheduling and combining AI with human support. 06:45 | Why AI should not replace outbound sales calls Steve explains why automated voices can damage trust and why tone, timing and emotional awareness still matter. 09:10 | Steve’s career journey From learning to program at 10 to studying marketing, working in digital advertising and launching a boutique agency. 11:25 | Startups, exits and returning to business ownership Steve discusses building technology products, his involvement with Realty Assist and why traditional employment was not the right long-term fit. 13:20 | How Syfre was created The original product idea, customer feedback and the pivot into bespoke AI consulting and product development. 15:10 | The rise of AI roles inside small businesses Why more businesses are hiring people to build automations, develop internal systems and implement low-code or no-code AI tools. 16:50 | Will AI cause mass job losses? Steve argues that AI is more likely to empower teams and increase output than eliminate the need for human workers. 18:30 | Using AI without turning your brain off The difference between supervising useful AI systems and producing unchecked, low-quality content that creates more work. 19:30 | How leaders should introduce AI to their teams Why cross-department involvement, training and shared ownership are essential when developing an AI roadmap. 20:25 | AI search, personal use and changing behaviour ChatGPT for travel, recipes and research, plus why businesses need to consider their visibility inside AI platforms. 21:20 | What will we laugh about in 2030? Steve shares his predictions about job-loss fears, regulation and how today’s AI debates may be viewed in the future. 21:48 | Closing thoughts A final exchange about horse racing, future predictions and the key lesson that context remains critical when using AI. About Steve MacFarlane Steve MacFarlane is the CEO of Syfre, an Australian AI studio helping businesses use artificial intelligence to improve productivity and make their people more valuable, not less necessary. With more than 20 years of experience across software, product development, digital strategy and entrepreneurship, Steve has built businesses, developed technology products and helped organisations create practical AI solutions. His approach focuses on using AI to remove repetitive work, support better decision-making and empower teams while keeping human judgement, communication and relationships at the centre. About Task Me Anything Task Me Anything explores how ambitious business owners build stronger teams, create better systems and buy back their time with the help of skilled virtual professionals.