In a world increasingly obsessed with algorithms and automation, we risk losing sight of a timeless truth: people buy from people
The recent Forbes article on the “The AI Search Era Is Here, And Some CMOs Have An Advantage” argues persuasively that some CMOs are poised to lead in a future dominated by intelligent systems
But it overlooks a critical element: the power of human connection in building brands that endure
AI shines at efficiency, data analysis, and scalable personalization
Yet a brand is not just an algorithm, it’s a story, a promise, a face
While AI can optimize messaging, it’s humans who inject the authenticity, passion, and empathy that transform brands from logos to living entities
And customers relate not to faceless systems but to individuals they know, like, and trust
Relationships are built in conversations, not just via cold outreach, but through meaningful engagement, listening, and follow-through
That’s where social selling enters the picture: when you show up consistently, share insight, respond to real needs, your audience begins to see you not as a marketer, but as a trusted advisor
In that space, people gravitate not to “the brand,” but to you, your reputation, your stories, your care
Research shows that once the buyer finds a person, who they know like and trust in an organisation, there is a tipping point, where they drop consuming the brand and follow human connection
Even as AI takes over monotonous tasks, there is immense opportunity to reclaim the human dimension
Lead with values
Be transparent about decisions
Show vulnerability
Invite dialogue
Let your customers feel heard, seen, and respected, show empathy
That emotional resonance can’t yet be replicated by models and neural nets
So sure, leverage AI to give you speed, depth, and intelligence
But don’t let it displace the human at your core
Because in the final reckoning, it’s the quality of your relationships, with colleagues, prospects, and customers, that shapes your brand’s destiny
Build a brand powered by people, not just powered by machines
The data is hard to ignore. A decade ago, according to Cloudflare CEO Matthew Prince, Google referred one visitor for every two pages it crawled. Six months ago, that ratio had dropped to 6-to-1. Today, it’s 18-to-1. And it’s worse for AI engines: OpenAI now scrapes 1,500 pages for every one visitor it sends. Anthropic’s ratio is 60,000-to-1.
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