We’re in the middle of one of the most exciting, disruptive, and downright transformative moments in business history—the AI tech revolution. Across the globe, artificial intelligence is reimagining how companies operate, market, hire, and scale. It’s fast. It’s smart. It’s getting better by the minute.
But let me be crystal clear: AI is not going to kill the need for humans in business. In fact, it’s going to do the exact opposite. AI will create an unprecedented demand for one thing that only humans can deliver—real connection. AI will become the noise, and experience will become the differentiator.
As AI becomes embedded in every marketing campaign, customer service platform, content strategy, and product development cycle, it will raise the bar of average. Businesses will be able to output more, faster, and cheaper than ever before. But that also means your competitors will too. Everyone’s marketing will become smarter. Everyone’s service will become quicker. Everyone’s content will be tailored.
So what’s going to separate the great from the forgettable?
Experience. Service. Community. Human moments.
I’ve built or invested over 200 companies across industries—from tech to e-commerce, space to sport—and the writing is on the wall: the real winners of this AI revolution will be those who lean into humanity, not away from it. When everything becomes automated, people crave the real.
Think about it. When your inbox is full of AI-generated emails… when every ad you see online is surgically personalized by a machine… when chatbots are replacing human voices…
What do you start to miss?
A handshake. A conversation. A name remembered. A service that feels like it was made just for you—not by an algorithm, but by someone who actually cares.
We are emotional creatures. Connection is wired into us. We want to feel seen, heard, valued. And no matter how advanced AI becomes, it can’t replicate the magic of one human genuinely serving another.
So, if you’re a business owner, founder, or leader reading this—take this as your call to arms:
You must re-engineer your business around the human experience.
Experience and community is the new sales funnel, and in a world where AI can build a funnel in 30 seconds, it’s not your click-through rate that will win. It’s how your customer feels after they’ve interacted with your brand – and feelings can’t be faked. They’re created in the way your team follows up. In how your service makes people feel understood. In the delight of receiving a handwritten note instead of a templated email. In the community you build—not just on social media, but in the real world, at your events, in your stores, through your customer conversations.
Your brand must stand for something that can’t be replicated by machines.
Because soon, your prospects and clients won’t be asking: “Can they do the job?”, they’ll be asking: “Do I feel something when I work with them?”
AI can enhance you— but it shouldn’t replace you.
Let me be clear: I’m not anti-AI. In fact I’m building a new Business AI company and I’m investing heavily in it across multiple businesses right now. AI is an incredible accelerator. It can save time, cut costs, give insights, and amplify your efforts tenfold. But it should enhance the human side of your business, not replace it.
Let AI do the heavy lifting behind the scenes—so your people can be out front doing what only people can do. Inspiring. Serving. Connecting.
That’s the edge.
The future of business is hybrid: high-tech meets high-touch
If you’re serious about building something that lasts in this new era, you need to become a hybrid business. One that uses the best of AI, but still anchors itself in experience, service, and community.
This means:
• Designing customer journeys that feel personal—even if they start with automation.
• Training teams not just in process, but in presence.
• Hosting events, meetups, and real-world activations to drive face-to-face loyalty.
• Building tribes, not just databases.
• Turning customers into fans, and fans into tribe members—because of how you made them feel, not just what you sold them.
Humanity will become a competitive advantage
We’ve spent the last decade digitizing every part of business.
The next decade will be about re-humanizing it.
This is where the real opportunity lies. Businesses that understand this now will build brands that people don’t just buy from—but rally behind.
As AI commoditizes what we do, the real value will be in who we are.
So ask yourself: How does your business make people feel? How are you creating real moments, not just digital ones? How are you building not just a company, but a community?
Because in the AI age, being more human is your ultimate advantage.
Contributed by Aaron Sansoni who has founded Scaling.com.au, a SaaS platform helping entrepreneurs partner and scale