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Why the human touch in business is still important in an AI world
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AI is transforming how we work, offering speed and efficiency like never before. However, experts say that as its influence grows, the core of creativity and what makes brands truly human remains irreplaceable.
When used correctly, AI can be extraordinary; it has changed how many enterprises work for the better.
Small businesses and consultancies that are time-strapped have embraced it to streamline the repetitive, consuming parts of the day: analysing data, summarising reports, and pulling insights in minutes rather than hours. And the same goes for many others.
“AI is part of our team now,” says Jess Delaney-Ellwood from the creative agency It’s Giving Social, which she founded with her sister Lizzie. “It helps us work smarter, not harder. But it’ll never replace the spark that happens when actual people create together.”
Despite the positives of these new applications, both Jess and Lizzie are quick to note that some businesses are leaning on AI, especially when it comes to creativity, which can not be replicated by a machine.
“Lately, we’ve noticed a shift in the creative industries,” Lizzie explains. “AI isn’t just assisting anymore, it’s starting to create. We’ve seen brands lean heavily on it for campaign concepts, content and even brand strategy. The output may tick all the boxes, but it rarely captures the depth, originality or the emotion that defines real creativity.”
Even the biggest AI companies seem to recognise this. OpenAI and Anthropic (the team behind Claude) are both hiring for human writers and content strategists, a telling irony, considering they could easily have their own technology do the job.
It proves that while AI can write, it can’t truly communicate, at least not in a way that feels human. Because the truth is, no algorithm understands your brand the way you do. Your story, your intuition, your lived experience. Those can’t be replicated by a model. AI can support creativity, but it shouldn’t replace it.
Elon Musk recently claimed that “AI and robots will replace all jobs” and that work will become “optional, like growing your own vegetables.” Maybe that sounds appealing to some, but for those who love their jobs, who’ve built their careers through passion, collaboration and the thrill of creating something from nothing, it’s a chilling thought.
The entrepreneurial journey, the lessons learned, the moments of self-doubt followed by breakthroughs… that’s where meaning lives. And that’s something AI simply can’t replicate.
Creativity is, at its heart, human. It’s the imperfect brushstroke, the unexpected idea, the emotion that lives behind design. It’s the reason we hang a painting in our home, or why a piece of clothing by Jonathan Anderson or the late Alexander McQueen can move us in a way that a computer never could.
“True branding lives in human insight, in how we make people feel, not just how we make things look,” says Zoë O’Connell of Zoë O’Connell Consulting.
“No machine can replicate that. The risk we face isn’t that AI will destroy creativity, it’s that we’ll forget to protect it. The best thing we can do, as brands and creatives, is to keep prioritising people. We need to continue to brainstorm, to mentor, to collaborate, to allow space for originality to flourish. Yes, let’s use AI, but let’s use it to amplify our ideas.”
Finally, let’s not forget the consumer. People crave authenticity; it’s what makes them trust and connect with brands. As AI-generated content fills our feeds, audiences are already asking: ‘Is this real?’ The brands that will stand out are the ones that can answer, confidently: ‘yes’.
“Audiences can spot inauthenticity a mile away, and that’s something no AI can fix,” emphasises Jess.
So by all means, welcome AI into your workflow. Let it help you work smarter. But never let it dull the most powerful tool you have, which is your human creativity.
It’s Giving Social is a creative agency founded by sisters Jess & Lizzie Delaney-Ellwood, helping brands craft social strategies and content that truly cuts through the noise.
Zoë O’Connell is a brand and marketing consultant with over 15 years’ experience across fashion, jewellery, and wellness, specialising in authentic brand storytelling and the female consumer.
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