Yes. Right now, as I type this, I’m breaking the fourth wall—blurring the line between writer and reader, human and machine. At my fingertips, I can summon research, pull data, and weave insights faster than memory alone. My mind—and yours, as you read this—is augmented by the vast expanse of the internet. And in an era where AI isn't just a tool but a filter through which we experience the world, we are more cyborg than ever.
Jeeves has long since retired, and even Google as we know it is evolving. Soon, we won’t just be searching for answers; AI will serve them up before we even finish the question. But here’s the kicker: AI search isn’t just ranking pages anymore. It’s analyzing sentiment, context, and credibility. It’s looking for brands that feel real.
And if your brand story reads like it was assembled in a boardroom, polished to perfection until it gleams with corporate sterility, AI will swipe left. The solution? Install Human.exe. In other words, inject the perfect level of human imperfection into your brand’s story.
Here’s your step-by-step guide to making AI search (and real people) fall in love with your brand.
I’ve lost count of how many times I’ve landed on a corporate website only to feel... nothing. Just a collection of jargon-y words engineered to impress, yet failing to connect. It’s like walking through a perfectly curated museum exhibit—beautiful, but distant.
Your website isn't just a digital storefront. It's the first chapter of your brand's story, and AI has grown sophisticated enough to recognize when that story feels written by committee rather than heart.
There’s a beautiful resonance when words flow naturally. AI recognizes this cadence because it’s trained on millions of human conversations.
Brands hide behind phrases like "leveraging robust solutions", but what does that really mean? What does it tell you about their business?
Your voice should feel like a distinct fingerprint—unmistakably you in a sea of corporate sameness.
The customer journey is more non-linear than ever. We see it unfold through a mix of tracking, marketing insights, and sales alignment calls with our clients. While we can spot trends, the only true constant is consistency. Trust isn’t built through a single touchpoint. It’s a constellation—a collection of moments, interactions, and validations. AI sees this constellation, piecing together your reviews, mentions, and engagement to determine whether people trust you.
88% of consumers seek authenticity in brands (Stackla, 2021). That collective chorus of lived experience? AI is listening.
Every comment left unanswered is a conversation abandoned—a missed opportunity to show that your brand beats with a human heart.
Branded stories can increase customer trust by 4% (Nielsen, 2022). Take, for example, brands that openly share their origin stories—detailing their early struggles and growth. Companies that showcase transparency in their journey, like sharing customer testimonials or behind-the-scenes insights, consistently outperform competitors in consumer trust metrics. It’s not just about visibility; it’s about the emotional current running through your brand’s presence. It’s not just about visibility; it’s about the emotional current running through your brand’s presence.
The digital landscape reminds me of a forest—thriving ecosystems, constantly evolving. Think of Blockbuster, once a towering tree in the entertainment industry, now just a decaying relic, left behind because it refused to adapt. Meanwhile, Netflix grew in the same space by constantly evolving—moving from DVDs to streaming, then into original content, and now interactive media. The brands that thrive in AI-driven search aren’t the ones clinging to the past; they’re the ones embracing change, showing signs of life with fresh content and real engagement.
AI, much like nature, favors those who show signs of life. But static brands? They’re like fallen logs, slowly fading into the algorithmic underbrush. AI rewards brands that feel alive, those that show up with fresh, engaging content that reflects a genuine human touch.
Brands can see a 96% increase in conversions through emotional brand storytelling (Headstream, 2020).
Consumers retain 67% more information when it's presented through compelling narratives (Forbes, 2019).
AI notices who is actively engaging—and so do the people behind the screen.
I’ve found that the most magnetic brands are the ones that embrace their perfectly imperfect story. As we discussed in our blog, Looking Back to Look Ahead, brands that acknowledge their evolution—learning from past missteps and openly iterating—build deeper connections with their audiences. The companies that thrive aren’t the ones that chase perfection; they’re the ones that embrace their humanity, crafting stories that resonate because they reflect real experiences. They don’t just showcase their wins—they reveal the messy, human path that got them there.
63% of consumers prefer brands they perceive as authentic (Edelman Trust Barometer, 2021). Show the stumbles, not just the victories.
We’re wired to connect with faces, not faceless corporations.
The polished veneer of flawlessness creates distance; it’s in the quirks and imperfections that we find relatability.
Authenticity isn’t a buzzword—it’s a competitive advantage. 81% of consumers say trust is crucial for purchase decisions (Edelman Trust Barometer, 2022). AI prioritizes brands that sound human, feel real, and spark genuine connections. The question is: does your brand story meet that standard, or do you need run human.exe?
If you’re ready to turn your corporate messaging into a refreshingly human brand story, we can help.
Let’s Make Your Brand Refreshingly Human
At Spoke Marketing, we don’t just create content—we craft brand stories that AI amplifies and humans remember. A brand amplified by AI can help identify opportunities like the habits and patterns of your target personas, a clearer picture of your competitive landscape, and insights into industry shifts, but it’s a brand built by humans that will stand out with a distinct, authentic voice in an AI-driven world.
As AI search prioritizes authenticity, the brands that win will be the ones that feel real. And, most importantly, when you run the human.exe script, you can be sure that your business's best interest is in mind… always.
Let’s tell your story—together.