Maya Angelou once said:
“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
That quote feels more relevant than ever in the age of AI. Because while AI is transforming what we do, it hasn’t changed how we connect.
Today, marketing teams can automate content creation, generate synthetic video, personalise messaging at scale and simulate human-like conversation. But as feeds get flooded with polished content and faceless automation, something else is happening: audiences are tuning out. We don’t trust what we see anymore.
Investor Mark Cuban calls it the Milli Vanilli effect – a growing scepticism caused by AI-generated everything. It’s a reference to the pop duo who rose to fame in the late ’80s before it was revealed they had lip-synced their entire album. The backlash was instant. Why? Because people felt deceived.
In today’s AI-driven marketing landscape, the same principle applies: if your brand feels artificial, people will disengage.
That’s the trust vacuum marketers are facing. The more artificial the general experiences become, the more we crave something real.
So, what do we do about it?
As someone who has helped shape everything from flagship conferences to intimate VIP dinners, I’ve seen firsthand what works when the goal is to create marketing that feels human, builds connection and earns trust.
Don’t abandon AI – but use it wisely
Let’s be clear: this isn’t about resisting change or glorifying analogue tactics. AI plays a powerful role in marketing – especially when it comes to increasing speed, reach and personalisation.
But authenticity can’t be outsourced.
The best marketers use AI in the background – to handle logistics, extract insights and personalise at scale – while doubling down on the parts of the experience that only humans can create. The moments that actually matter.
In-person experiences still hold power
In-person events, when done right, offer something AI never will: emotional resonance. Body language. Serendipitous hallway chats. The sense that “someone sees me” – not just my persona in a CRM.
These experiences don’t scale like ad impressions or email sequences. But they do something better: they build trust.
According to Gartner, face-to-face interactions consistently outperform digital touchpoints in building strong customer relationships. And Deloitte notes that younger generations still prefer live experiences when emotional connection matters.
But just because it’s in-person doesn’t mean it works. A mediocre event is still… mediocre. So don’t make another uninspired execution. Make it matter.
People don’t remember the branded coffee cups. They remember how the room made them feel. They remember if someone helped them connect with a peer, sparked a useful conversation or simply made them feel welcome. Good creative marketing focuses on moments – not just messages. You can’t automate that. But you can design for it.
Four ways to build trust in the AI era
Here are a few principles we use when helping clients create experiences that actually matter:
1. Make it personal – not just polished
Polish often signals “generated.” If your keynote, campaign or follow-up message feels too perfect, it risks feeling inauthentic.
Let your experts speak in their own voice. Let your customers co-create stories with you. Show the seams when it makes sense.
People don’t need another high-gloss product sheet. They need something – or someone – they can believe in.
2. Don’t just bring people together – give them a reason to connect
Events are powerful when they’re designed for the humans in the room.
Whether it’s a 10-person roundtable or a 200-person conference, make it easy for people to find shared ground. Curate the guest list. Train your hosts. Create space for conversation.
Trust doesn’t happen because you printed name badges. It happens when someone feels seen, heard and safe to share their perspective.
3. Use AI to enhance – not replace – the human layer
AI should free your team to do more of what only humans can. Yes, use it to plan better, personalise outreach and track engagement. But don’t let it take over the main act.
Imagine:
- An AI assistant that suggests the three most relevant people to meet
- Personalised agendas based on attendee goals or job roles
- A tailored post-event summary that recaps key takeaways and prompts the next conversation
These tools already exist. The point is to remove friction – not feeling.
4. Craft moments worth remembering
The most powerful campaigns and events don’t just inform. They spark something.
Surprise them with a speaker they didn’t expect. Open a conversation that matters more than your product roadmap. Show vulnerability. Celebrate something that’s deeply shared.
You’re not just building brand awareness. You’re shaping brand memory.
Final thought
Polished content is now easy to mass-produce. But moments that matter aren’t.
The best marketing teams will blend the speed and scale of AI with the emotional depth of real human experience. They’ll stop chasing only clicks and start designing conversations. And they’ll focus less on looking “best in class” – and more on making people feel something.
Because in the trust vacuum created by AI, authenticity becomes your competitive edge in B2B marketing.
