Can we promote a culture of human connection in the age of machines?

On human connection

I think those of us who are engaged in branding, whether personal or corporate, we have a lot to do with the human connection.

I've been reading texts for a few days and reviewing interesting videos about that human connection in a world where machines are increasingly "learning" more and more.

A video of forced vision it's Yuval Noah Harari's, author of Sapiens and Homo Deus. He wonders what will happen in the labour market, in the economy and with the power of the human being in the coming decades. Imagine that frightens machines will learn emotional intelligence, things like empathy, that we thought were reserved only for mankind. But the way is this.

I also recommend two articles. The first, signed by the philosopher and researcher Gloria Origgi, tells us to say farewell to the information age and let's take the welcome to the reputation. Comes to confirm that we no longer consume information, we consume information filtered by sources that are trusted to us.

The second highlights PwC's report (mandatory reading) Will Robots really steal our jobs? (Is it true that robots will take our jobs?). This gives us a somewhat more optimistic but the worrying time horizon view 2030. Especially in sectors such as transport, manufacturing and construction.

This graphic, result of this study, speaks for itself:

PWC will robots steal jobs

But beyond catastrophic, PwC defines four worlds of colors:

  • The Red World, entrepreneurial territory to broker between workers and employers offering high-value services from startups.
  • The Blue World, where three areas stand out: size of organizations as a competitive factor, skills of professionals and digital skills.
  • The Green World, defined by collaborative environments, where equity and especially social responsibility prevail inside and outside companies.
  • The Yellow World, that of knowmads who seek greater meaning than they do and who will be able to compete better given their flexibility to move in environments of change.

I like this "color parchís" vision because I think it's the key to competing in increasingly automated environments. The four worlds will use robotization as an instrument at the service of human beings.

George Orwell was already advancing that the important thing will not be to stay alive but to stay human.

In any case, and returning to the responsibility of brandologists or branders with the human connection, there goes my prediction:

Communication will be effective the greater the human connection between brand and market. In other words, the brand must be humanized, and the only way you have to do that is by communicating your values through people.

How do you do that? Encouraging in-house brand ambassador programs. I've already repeated several times that consumers are people. That companies are people. And that people talk to people.

Promoting a culture of human connection is to put direction, Sales, marketing and HR. HH at the service of philosophy People trust People (people trust people). A good example of a culture of human connection is the campaign EY Spain #I BuildEY, that defines without complexes that the EY brand is the people who compose it and build it every day.

The programs corporate personal branding, employee advocacy and employer branding are at the service of this idea: humanizing brands in the age of machines. Let's be true to Orwell's idea, let's keep the human connection above all. Human Branding.


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8 thoughts on "Can we promote a culture of human connection in the age of machines?”

  1. Your emphasis is very successful, dear Guillem. What there's no doubt about is that we can't put doors to the field, and that AI or Artificial Intelligence has arrived to stay, and it's going to change our way of life in a much more radical way than we think right now (our sexuality and the fact that the increasingly perfect 'sex robots'’ become part of our daily lives are just one example).

    Regarding the relationship between people and brands, there are those that operate from a kind of 'impunity'’ legislative and communicative like Amazon or Google that may within not much be seen in serious problems if governments like Trump's or the EU decide to take the bull by the horns and stop their 'modus operandi’ Current.

    As for the rest, I don't think they're going to have any choice but to establish 360-degree relationships between their employees, Customers, providers and the community they serve. Relationships have to be multidirectional, because we are entering a post-capitalist phase in which more and more we do not tolerate certain practices that have so far been standard (the recent Women's Day demonstration highlighted some of them).

    Affectionate greetings from Gipuzkoa.

    • Hello Oscar. I totally agree, putting doors to the field at this point would be like denying progress. I carry an invisible orthodontic that didn't exist 5 developed thanks to three-dimensional printing. My watch alerts me when my pulses are excessively high or low. Amazon knows by heart my reading habits and their recommendations are always judicious.

      I think Google and Amazon are going to be put at bay. The example they set, from the RSC point of view, it sucks, and may encourage other conglomerates to initiate opaque fiscal policies.

      Technology allows a “big brother” can control us, but paradoxically the effect is also reverse. Now we can know in real time when a politician deceives.

      All this makes it necessary to strengthen the human connection. From the emotional, from the ability to make mistakes, from the delicious imperfection that separates us from the machines.

      A big hug from Barcelona, Oscar, and thank you for your comment in my virtual home!

  2. They are a total fan of “Sapiens” And “Homo Deus” by Yuval Noah harari. His reflections are novel. In a review in El País, I read a while ago: “Can you live without religion? Maybe not, by definition of human, by definition of religion, because a human collective without fictation would be unarmed in the face of anyone else who invents a dogma with which his believers can recognize and cohesive.”

    I would take this man and his forecasts seriously. Great post to put us in the responsibility of not losing our human condition.

    A greeting!

    • I recognize that I have pending reading these two books, but after your feedback I'm going to speed it up, Teresa. Of course we have to take it seriously. I have no doubt that machines will become more and more “Human” and that they will be able to imitate emotions typical of homo sapiens. But our sweet imperfection will always be what differentiates us. We're erratic, and I doubt anyone would make a machine to make mistakes (case autonomous vehicle, For example). Thank you for writing!


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