Sal Reyes

R. Salvador Reyes is a writer and human-centered design consultant with more than 30 years of experience in brand strategy, content development, and storytelling. He has worked with design firms including IDEO and writes for ExecBrand Authority.

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Articles

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All of These Em Dashes Are My Own: Why AI Amplifies Expertise Instead of Replacing It

May 14, 2026

AI can accelerate expert work, but it can’t replace expertise. One writer’s test of AI against his own research shows why experts matter.