In an era tilting rapidly toward machines, this human spark is becoming both rarer and more valuable.

What AI can’t automate

AI is rewriting the rules of business. It can draft strategies, create content, analyse data, and even mimic creativity at a speed no human can match. But for all its power, it can’t do one crucial thing: be human.

It can’t recreate the magic of Oasis reuniting a crowd in a shared chorus, strangers momentarily united in song, connected to humanity, fully present, and lost totally to the moment.

In my own personal experience I’ve seen up close in sport how it can’t replicate the goosebumps you get when your team scores a crucial goal to secure promotion like Charlton Athletic did this year, finally promoted to the Championship after nine years, sparking unfiltered joy among fans who’d followed every twist and turn.

It can’t fully replicate the pride of being an early adopter in a niche interest like padel, where following the players and investing your time into something very few care or know about ‘just yet’ builds a deep emotional bond – something I’ve witnessed first-hand with Team Advantage at the Hexagon Cup. Those early days of fandom carry a unique, almost tribal energy that no algorithm can fabricate.

Even in retail, an industry so easily digitised, it cannot replace a business like Appear Here that has reimagined retail by giving creators, designers, and brands a stage to connect directly with people in real life. There’s an irreplaceable energy when you discover a brand in a pop-up, meet the founder, and hear their story face-to-face – something no e‑commerce feed can replicate.

When you have a front row seat to these experiences it’s easy to see these moments aren’t just entertainment. They carry Emotional IP – assets built on feeling, trust, and shared human experience.

The value of emotional resonance in the machine age

As AI makes it easier to make money, scale quickly, and automate previously human tasks, emotional resonance will become the most defensible and valuable asset a brand can own.

It’s not enough to be functional. The future belongs to the brands that move people – that give them something to believe in, rally around, and feel proud to be part of.

This is especially true for startups. You can leverage AI to work smarter, but your unfair advantage lies in creating something that people will care about so much, they’ll tell their friends about it without being asked.

Because humans trust humans.

How to build something emotionally resonant

1. Start with a real human insight

Don’t start with a product feature – start with a truth about how people feel. What makes them proud? What frustrates them? What’s missing from their lives? Emotional resonance begins with understanding the emotional landscape you’re entering.

2. Create a shared story

The strongest brands make people feel part of something bigger than themselves. Whether it’s a sports team, a music scene, or a movement, your narrative should give people a role to play and a reason to belong.

3. Design for moments, not just metrics

Numbers matter, but moments create memories. Ask yourself: what moments will my customers talk about a year from now? Whether it’s a game-winning goal, a launch party, or a personal note from the founder, engineer those experiences intentionally.

4. Build with your audience, not just for them

Invite people into the creation process. Listen, respond, and make them feel their voice matters. Early adopters become evangelists when they feel ownership over the journey.

5. Stay human at every touchpoint

Even if you automate parts of your operation, make sure there are visible human fingerprints in the experience, from the tone of your communications to how you celebrate wins and acknowledge setbacks.

In the end, emotional resonance isn’t about being louder. It’s about making people feel seen, understood, and part of something worth caring about.

Humans selling to humans

The businesses that thrive in this new era will be those that blend the best of both worlds: the efficiency and scalability of machines with the warmth, trust, and inspiration of human connection.

Trust, belief, and inspiration are not downloadable. They’re passed person-to-person. They’re built in the way a founder tells their story, in how a brand shows up in moments of triumph and challenge, in the way it makes people feel part of something bigger than themselves.

We don’t know what AI will look like in two years, let alone twenty. But we do know this: people will always need to connect, to feel, to experience life. Building worlds – whether in sport, entertainment, culture, or community – that allow us to connect as humans isn’t just important. It’s imperative.

In a machine-tilted world, create for humanity.

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