Opinion: The eternal value of human contact in business

The dawn of artificial intelligence (AI), while heralding efficiency and innovation, poses a fundamental question: In a world increasingly dominated by algorithms, where does human connection fit in?

Despite our technological leaps, there's an irreplaceable quality to human interaction. This connection will remain essential in business because of numerous issues including our how we have evolved as humans, the need for trust, cultural and emotional nuances, personalisation and areas of grey where the machine will stumble.

Evolution

Our evolution as social creatures has primed us for interaction. The nuances of a face-to-face conversation, the sincerity of a handshake, or the solace of a comforting voice aren't just preferred, they're needed.

Especially in service industries where emotions play a pivotal role, human contact isn't a luxury, it's a requisite. Businesses recognising and catering to this inherent need are poised to flourish. As the adage goes, people buy from people.

An algorithm can process data, but can it understand a person's dreams, fears, or aspirations? This depth of understanding will ensure businesses with genuine human touchpoints remain desirable and relevant.

Trust building

Trust is the bedrock of numerous industries. Whether it's the delicate relationship between a patient and a doctor, the vulnerable space of a therapy room, or the high stakes of business negotiations, trust is paramount.

Machines can provide data, but trust? That's born out of understanding, empathy, shared experiences, and unspoken bonds. It's in the reassuring nod of a physician, the empathetic touch of a counsellor, or the firm handshake of a business partner.

In arenas where stakes are high—emotionally or financially—the human element becomes indispensable. Companies that prioritise and nurture these human connections are not only building a business but are fostering relationships.

Cultural and emotional nuance

Culture and emotions are intricate. The subtleties of regional dialects, the unspoken norms of societies, or deep-seated cultural sentiments are layers deep. AI, for all its prowess, struggles to grasp these complexities fully.

In businesses where understanding cultural and emotional nuances can be the difference between success and failure, the human touch is irreplaceable. It's the travel agent who understands local traditions, the marketer who taps into cultural sentiments, or the salesperson who reads a client's hesitations—all scenarios where the human element trumps data.

Personalisation

In today's world, customisation is key. Consumers no longer want a one-size-fits-all solution; they seek experiences tailored for them. While AI can cater to this to some extent based on data analytics, the depth of personalisation that comes from genuine human interactions is unmatched.

It's the financial planner who suggests an out-of-the-box proposition based on knowing a customer's life story, or the lawyer who advises a novel option to their client based on some shared history. This level of bespoke service, rooted in deep human understanding, creates loyal customers and thriving businesses.

Conflict resolution

Machines operate in binaries. However, many real-world issues reside in the grey areas. In scenarios of conflicts or challenges, human intuition, experience, and innovative thinking become invaluable. The customer service representative who assuages an irate customer with genuine concern, or the accountant who finds a win-win solution by understanding underlying human needs, showcases the undying value of the human touch in problem-solving.

While we stride into a future augmented by AI, the essence of human connection remains not only relevant but crucial. Businesses that intertwine technology with the warmth of human interaction will lead the way, resonating with customers on a deeply human level.

Small talk is the lubrication of business relationships and AI, while great at handling queries, it’s terrible at asking about your kids.

Nick Abrahams is a futurist and global co-leader of digital transformation practice at Norton Rose Fulbright. He is the co-founder of online legal business Lawpath and a Professor at Bond University where he teaches The Breakthrough Lawyer Online Coaching Program.