By Jill Strickman, Founder of GENUINE: The Real People Company
In a world where AI can churn out content in seconds and mimic nearly any tone, one thing remains irreplaceable: lived human experience. Emotion isn’t coded — it’s felt. It’s the nervous laugh before telling a vulnerable story. It’s the hope in someone’s voice after overcoming the unthinkable. Tears emerging unexpectedly when sharing a meaningful memory. No matter how advanced technology gets, it can’t replicate the nuance of being human.
We are wired for connection. It’s biology. When we hear a story we relate to — the kind that reveals truth, messiness, and resilience — our brains light up. We remember it. We feel it. According to Harvard Business research, we retain emotional stories over 20 times more than facts alone. That’s because they speak a language AI simply doesn’t understand.
What Truly Resonates in the Age of AI?
AI has undeniably transformed the way we create and consume content. It can digest massive datasets, deliver trend predictions, and write grammatically pristine copy in milliseconds. But as inboxes, feeds, and ad space get increasingly flooded with machine-made content, one thing consistently cuts through the noise: real people telling real stories.
It’s more than a feeling — it’s backed by science. Emotional connection drives up to 70% of consumer decision-making. A story from a cancer survivor, a mom navigating everyday chaos, or a young athlete chasing a dream — those are the moments that make us pause, relate, and remember. They don’t just inform us. They move us.
Real Resonates with Every Generation — and without it, the message falls flat.
Gen Z has made it clear: they want content that’s honest and lived-in. Over 90% of this generation say being “authentic and true to oneself” is a core value, more important than financial or career success. And they know when content is trying too hard. AI can try to pass as human, but this generation spots a fake from a mile away.
And it’s not just the younger crowd. Gen X may not be as vocal, but they’re just as discerning. With what some researchers call a “highly refined lie detector,” this group will bounce the moment a message feels off. Boomers, too, are turning to real, human stories. A study in 2023 revealed about 60% trust user-generated content over polished ads when researching products, proving they crave genuine experiences that resonate.
Whether it’s an overly polished health app or an ad pretending to be personal, they’ll tune out faster than you can say “algorithm.”
Why Authenticity Wins — Even in Advertising
Can you remember the last time a commercial made you feel something? Typically, the stories and ads we remember aren’t the most polished — they’re the ones with a message, character, or moment that felt real and lived. Something about them touched us. Maybe it was their vulnerability, the unfiltered emotion, or just the simple truth of being human. When we see people as they are — not as a fantasy — that’s when the connection really happens.
Brands that lean into this leave a lasting impression on consumers — the type of impact with the potential to drive change. Take Dove, for example. Their early Real Beauty campaign was groundbreaking. But their more recent work — like “The Cost of Beauty” or their support of the CROWN Act — digs deeper. These aren’t stories wrapped in marketing speak. They’re honest, powerful narratives told by the people who lived them.
These succeed because they reflect our world as it truly is. In doing so, they celebrate what it means to be wholly human — and by honoring that truth, they empower others to feel seen, heard, and represented.
AI Supports. Real People Relate.
AI has its place as a supportive tool, helping to analyze trends, optimize delivery, and scale more quickly than ever. But from a creative standpoint, AI will always be limited for one very simple reason. AI cannot feel.
While it can mimic tone, it cannot generate the emotional reaction to a lived experience. It does not live. It’s never struggled, failed, grown, or loved. It doesn’t have a childhood memory or a scar with a story behind it.
That’s why storytelling — real, human storytelling — is irreplaceable.
At GENUINE, we’ve spent more than 30 years finding and amplifying these stories. We’ve worked with real people who bring brands to life in unforgettable ways — because lived experience doesn’t just lead to better advertising, it creates meaningful connection.
The Future? It’s Not AI or Humans. It’s AI and Humans.
The smartest brands will budget their use of AI to ensure it’s effective as a support when necessary — keeping humans creatively and narratively front and center. Because while algorithms might help us reach more people, real stories lead to true connection that builds lasting trust.
Want your brand to resonate? Start with the people who’ve lived the stories worth telling.
Let’s connect — human to human.
Sources
Kehoe, M. (2024, May 23). The role of emotion in consumer decision making. BrandVerge. https://www.gobrandverge.com/the-role-of-emotion-in-consumer-decision-making/
Franz, A. (2024, October 3). 7 ways to boost customers’ emotional connection and loyalty with your brand. MarTech. https://martech.org/7-ways-to-boost-customers-emotional-connection-and-loyalty-with-your-brand/
Gill-Simmen, L. (2024, August 5). Educating Gen Z: why authenticity and connection are key to thriving in an AI-driven world. The Conversation. Retrieved December 9, 2024, from https://theconversation.com/educating-gen-z-why-authenticity-and-connection-are-key-to-thriving-in-an-ai-driven-world-230633
Asmita. (2024, August 7). Importance of authentic content in the Gen Z world – Skeepers. Skeepers. https://skeepers.io/en/blog/authentic-content-genz/
Boris. (2017) What Makes Storytelling So Effective For Learning?
https://www.harvardbusiness.org/what-makes-storytelling-so-effective-for-learning/
What Gen X Wants In Digital Healthcare – Bootcamp – Medium
Sam Liberty
Year: 2023 Container: Medium Publisher: Bootcamp URL: https://medium.com/design-bootcamp/what-gen-x-wants-in-digital-healthcare-634aca8117fa
Statista: A 2023 study by Statista revealed that approximately 60% of U.S. Baby Boomers consider user-generated videos an important source of information when researching products. This preference underscores their desire for content that reflects real experiences and perspectives, rather than polished advertisements.
