We are living in what I like to call a “supersonic era” of AI—where tools are moving faster than most teams can keep up, and automation is being celebrated as the key to growth, scale, and efficiency.
But here’s the catch: efficiency is not a brand strategy.
In a world where everyone has access to the same AI tools, empathy is what will differentiate your brand.
AI is Remarkable, But Humans Connect With Humans
As AI accelerates content creation, personalization, and predictive marketing, it’s tempting to let the machine do all the work. Many brands are already replacing writers, designers, and even strategists with AI-generated solutions.
But the brands that stand out in this new era won’t just be the fastest. They’ll be the most human.
They’ll be the brands that know how to pair AI’s speed with empathy and authenticity.
As Salesforce futurist Peter Schwartz recently put it in Business Insider, “Empathy may be more important than coding.” And he’s right. While tech stacks shift and APIs evolve, empathy is timeless, and it’s quickly becoming the most important brand asset.
🤖 + ❤️ = 💯
As a marketing professor and founder of a brand strategy agency, I’ve coached dozens of companies through digital transformation. And here’s what I see over and over again:
AI can help you say more, faster. But only empathy will help you say the right thing.
Your customers don’t want to be “targeted.” They want to feel seen. They want relevance without losing the human spark.
Leading brands today embrace AI as a creative partner, rather than a replacement. They strategically automate tasks where it adds value while prioritizing impactful messaging and storytelling through their authentic brand voice and multiple personas.
That’s what “Keep It Human” really means.
3 Ways to Keep It Human
Whether you’re a startup founder, CMO, or content creator, here are three ways to maintain a human touch in your brand as you grow with AI:
1. Lead with empathy, not just data. Use AI to surface insights, but make sure real people interpret the story behind the numbers. Empathy is what makes a brand matter.
2. Define your brand voice—and protect it. Your voice is more than just tone; it’s how you convey your values, personality, and intention. AI tools should amplify that voice, not erase it.
3. Use AI as a tutor, not a crutch. AI is like a tutor on steroids. Leverage tools like ChatGPT’s deep research as a quick way to dive deep and receive critical feedback, but be disciplined to do your own writing. Don’t be cringe: don’t copy and paste without iterating.
The Future of Branding Is Human-Centered
At 80/20 Agency and in my classroom, I teach that the best brands are not just efficient. They’re emotionally intelligent, ethically aware, and unmistakably human.
As we all navigate this new terrain together, here’s the question every brand leader should ask:
How can we use AI not to distance ourselves from our audience, but to get even closer?
That’s the mission. That’s the challenge. That’s the opportunity.
Let’s keep it smart. Let’s keep it fast. But above all, let’s Keep It Human.
Written by a human, polished with AI. Full disclosure: I used AI tools to refine this article. The ideas are mine—AI just helped me get the words right faster.
