Personal branding, the practice of promoting oneself as a brand, has become increasingly popular, especially since the pandemic. The concept was first introduced by Tom Peters, an American management expert, in his 1997 article The Brand Called You. While the idea of personal branding existed before, the pandemic acted as a turning point, especially in industries like tourism and the service sector. During the health crisis, professionals in these fields sought ways to keep customers engaged despite travel restrictions and remote work. This led to more frequent use of video conferencing and public appearances by managers, who began to represent their companies' brands more personally. Catherine Mugot, a former travel agent turned communications specialist and founder of the agency Adopte ma Com, says the pandemic helped make personal branding more accessible to everyone. The trend of focusing on the individual behind a brand has been growing for years, and the internet has made this shift even more pronounced. Virginie Faivet, director general of DoneAgency, emphasizes the importance of personal stories in building a compelling brand profile. She notes that people today are more likely to connect with a story than a brand alone, underscoring the need for authenticity and emotional engagement. The principles of personal branding were further developed in the early 2000s by Peter Montoya and William Arruda. These ideas took time to reach France, arriving around 2006. To effectively use personal branding, it's important to create a brand profile that outlines one's positioning, unique qualities, vision, talents, and mission. This helps professionals stand out in highly competitive industries such as tourism, where the number of messages received daily has grown significantly with the rise of the internet. Social media platforms like LinkedIn, Instagram, Facebook, and TikTok have given professionals the tools to share their stories, opinions, and positions. However, the strategies differ among individuals. Some, like Marion Benattar and Ségolène Sergent, focus on attracting customers, while others, such as Lionel Rabiet, aim to represent their companies or share information for the joy of writing. François Lévêque, owner of Centrale Voyages, uses personal branding to connect with his entrepreneurial network and create business opportunities. The pandemic and digital transformation have sped up the use of personal branding, but the rise of AI tools like ChatGPT and Claude has introduced new challenges. These tools can standardize posts and create noise on professional social networks. Catherine Mugot warns that relying too much on AI for content creation can lead to uninteresting posts that lack authenticity. She suggests using AI as a communication assistant rather than a replacement for human creativity and personal expression. Virginie Faivet highlights the importance of staying true to oneself and one's values in personal branding. She believes the future of branding will involve resegmentation, where brands define a specific target audience to stand out and be truly embodied. The challenge lies in maintaining uniqueness and authenticity in a world where standardized messages can blur individual identities.