In recent weeks, painters, photographers and other artists have fled Instagram to prevent parent company Meta from using their art to train AI models. Artists and illustrators in the US are using the hashtag #artbyhumans as a silent protest and rallying cry against the proliferation of AI-generated images and art. But do consumers really favour human creations over those generated by AI?
‘Human-as-premium’
According to Mintel’s 2024 global consumer trends report, the answer is yes. Consumers do prefer the human factor. A new ‘human-as-premium’ trend is emerging, giving greater influence to artisans who exemplify the human creative spirit.
‘Human-as-premium’ emphasises the value of human interaction and expertise in an automated and digital world. It suggests that while technology can manage many tasks, the unique capabilities of humans—empathy, creativity and complex problem-solving—remain essential and valuable.
In business, this concept implies premium customer experiences and services are enhanced by genuine human engagement, which can differentiate brands and build deeper customer relationships. This approach is particularly relevant in industries where trust and personalised service are critical.
The past year has seen accelerated advancement of AI, with each innovation making life and work more efficient. Technology automates mundane tasks, freeing up consumer’s time to pursue more meaningful activities. Unlike past technologies that existed as tools, today’s rapidly advancing AI-powered technologies are on track to outpace human output. While consumers and businesses learn to balance the use of this emerging technology, consumers will appreciate what makes humans so unique—emotions, empathy, creative ideas and the desire to connect with fellow human beings.
To strike a balance between progress and preservation, brands and consumers will seek out uniquely human elements as a contrast to faceless algorithms. According to the Mintel study, 47% of UK consumers concerned about AI are specifically worried about interacting with AI more than people (in areas such as customer service and emergency response).
Consumers will need to adjust and learn to make technology more applicable to them, sparking new discussions and innovations around how to blend the digital and the physical.
Balancing technology and tradition
The study found that 65% of Singaporean consumers are concerned people will lose touch with reality by spending too much time in the metaverse. 58% of US consumers say communicating with an actual person is critical to a good sales or customer service experience.
As emerging technologies become more intuitive, consumers will embrace them and seamlessly incorporate them into their lives. But many people may grow fatigued from technology and nostalgic for the way things were.
As the collective memory of a pre-tech world grows distant, this sentiment will appeal even to younger generations that only know a digitised world. From this, services will emerge that teach human skills like self-expression and focus on connecting with fellow humans. There will be a strong need for guidance and reminders of humanity as consumers seek the empathy and service unique to humans. While tech itself can boost efficiency, brands will need to invest in people and communities to nurture customer relationships.
Benefits of the human approach
Personalised and empathetic human interactions improve customer satisfaction and loyalty. In a market where automation is common, offering premium human interaction can set your business apart. Human interactions foster deeper relationships and trust, essential for long-term customer retention. Humans excel in managing complex and nuanced situations, and providing effective and adaptive responses.
Several high-profile brands are adopting human-as-premium. Known for its exceptional customer service, Ritz-Carlton empowers employees to spend up to $2,000 per guest to resolve issues and enhance experiences, emphasising personalised service and attention to detail.
Zappos, the online retailer famous for its customer service, encourages extended, personalised interactions. It invests heavily in training staff to engage customers empathetically and go above and beyond in addressing their needs.
Nordstrom, the department store chain, has long been known for its customer-first approach, allowing employees to make decisions that delight customers, such as no-questions-asked return handling, which fosters customer loyalty.
These examples show prioritising human interaction can significantly enhance customer satisfaction and loyalty.
