Former big four consulting partner John Riccio says it takes him about five minutes a week to create and schedule five LinkedIn posts: two for his about 4000 followers and three for his new consulting outfit, Endpoint Partners, and its 100 followers.

He automates much of the task using Brand Ninja, a start-up generative AI-driven service that his firm is advising and invests in. The service does all the research and writing, leaving him to check the material and approve each entry.