Over the last few weeks, it’s been non-stop.
Your feed, your inbox, your team chat has probably, like ours, been flooded with AI news, product launches, prompts, plugins, and promises.
And like many, it’s left us feeling a little… distracted.
And questioning everything!
What’s real? What’s right? What’s the opportunity? What’s the risk?
We even took a tongue-in-cheek swing at it with our April Fools post, announcing the launch of Feelr™, the world’s first AI that can “genuinely care about your customers.”
It was meant to be a joke.
And like most good satire, it hit a little close to home. And made us wonder if it could be real! 🤔
If we could automate emotional intelligence… would we? Should we?
A brilliant reframe:
A recent catch-up with the brilliant Rob May helped reframe this whole conversation.
He offered a powerful distinction:
“If you see AI as artificial intelligence, your business might come across as artificial too.
But if you treat it as assisted intelligence — something that adds value, sharpens thinking, and frees up time to focus on your customers — then you’re using it wisely.”
That landed hard.
I am a self confessed ‘tech geek’. As a business, we use it and wholeheartedly embrace it.
And I’ve always believed the magic happens in the human moments.
And here’s the truth that most don’t want to say out loud:
In a world racing forward with AI, automation, and all things hypergrowth…
there’s one thing quietly moving in the opposite direction: TRUST.
Trust levels are down.
Scepticism? Sky high.
According to Edelman’s 2024 Trust Barometer, trust in business has dropped globally — with “fake news” and misuse of tech driving the decline.
Customers are asking:
- Is this genuine?
- Are you listening?
- Do you see me, or just my data?
And fair enough.
The pace of change is dizzying.
Personalisation feels more like surveillance.
Promises sound polished, yet feel paper-thin.
In a world of deepfakes, chatbots, and auto-responses, human connection is being pushed to the sidelines.
Gartner predicts that by 2026, 80% of customer service and support will be handled by AI, but 70% of customers say they still prefer human interaction for complex or emotional issues.
Over the last few weeks, we’ve had the pleasure of working with some brilliant businesses, all navigating the same tension:
How do we scale smart without losing the human touch?
They’re not just chasing efficiency.
They’re choosing to build trust — intentionally.
And that’s where the real growth lives.
What we believe companies need to start doing more of (yesterday):
✅ Get real, fast.
Ditch the vague buzzwords and brochure talk. Speak in specifics. Show your working. When things go wrong, own it early.
✅ Create “Moments that Matter™”.
Customers don’t remember everything. And they do remember how they felt in key moments. Map them. Design them. Make them count.
✅ Equip your people to really listen.
If your team is talking more than they’re hearing, you’re not building trust, you’re broadcasting. Training matters. So does mindset.
✅ Use AI with integrity.
If you’re automating part of the journey, make it crystal clear. Don’t pretend the bot is Barry from Sales. Honour your customer’s intelligence.
✅ Play the long game.
Trust doesn’t come from a single transaction. It comes from repeat performances. Be reliable. Be consistent. Keep your promises.
Trust doesn’t have to be a leap of faith.
It can be the result of consistent, intentional behaviour.
It compounds over time.
It turns quick wins into long-term partnerships.
And those partnerships?
They turn into referrals, reputation, and real revenue growth.
In a world that’s getting faster, noisier, and more automated, the businesses that choose to lead with trust will be the ones who stay front of mind.
