When AI Misses the Mark: The Need for Human Connection in Marketing

AI is everywhere these days, from chatbots to content creation. It’s clear that AI can do a lot of heavy lifting, but there are still things it just can’t do like humans can. When it comes to connecting with people, the human touch is irreplaceable.

Take Meta, for example. Recently, AI-generated social media profiles from 2023 resurfaced and went viral. The backlash came quickly, and it was easy to see why. These profiles felt off—almost human, but not quite. This is a perfect example of the "uncanny valley" effect: when something looks real but still gives off an unsettling, robotic vibe. Meta’s AI profiles may have been designed to mimic real people, but they lacked the authenticity we crave in social media. We want to see real faces, hear real stories, and connect with real people. When AI tries to step in, it just doesn’t resonate the same way. The result? Distrust and frustration. 

Coca-Cola faced a similar issue last year with their holiday ad campaign. Instead of the usual heartwarming commercial with real people, the entire ad was created using AI. While visually impressive, the ad lacked the warmth and emotional connection we expect from a Coca-Cola holiday commercial. During a time meant for connection, the AI ad felt cold and distant, and viewers noticed.

These examples highlight an important truth: while AI is an amazing tool, it can’t replace the emotional connection people crave. AI can help us create content faster, analyze data, and automate tasks, but it doesn’t have the ability to connect on a human level.

When it comes to building trust, loyalty, and real relationships with your audience, there’s no substitute for authenticity.