The Rise Of Human Connection And Trust

This shift is forcing leaders to rethink their strategies and build trust, work, and experiences that cater to a new reality. One significant trend emerging from this technological revolution is the growing importance of authenticity and human connection. As AI-generated content floods the internet, human-origin storytelling is becoming a premium currency.

Marketing thought leader Mark Schaefer notes that human art will survive, even as AI continues to advance, because it provides an emotional bond between people. In 2026, companies that can create authentic, raw, and vulnerable content will have a competitive advantage. This type of content, which approaches the level of art, will be a valued luxury for customers.

The importance of authenticity is also driving the integration of blockchain technology in AI companies. By using blockchain for signatures, provenance, and verification, companies can provide immutable logs of autonomous agent actions, enabling compliance, governance, and accountability at scale. The use of AI agents is already becoming more prevalent, with companies marketing directly to these agents instead of humans.