In an age of AI, influencers and deepfakes, we value what feels real more than ever. Little wonder that “authentic” was Merriam-Webster’s word of the year in 2023 and that it remains firmly in the spotlight.
Talking with some local business people recently, I was struck by their negativity around AI despite its clear productivity-enhancing potential. Limited transparency. Biased outputs. A lack of judgment and a sense that it can’t be trusted. Above all, the realisation that it lacks humanity.
Contrast this with the qualities we instinctively look for in people. Honesty. Transparency. Acting in line with our values. The strength to show our imperfections, to admit when we don’t have the answers – can you imagine just making stuff up? – and the curiosity to learn from others.
These are the foundations of trust and connection, and no tool can replace them.
In a world of humans, trust – not AI – is still the ultimate competitive advantage.
👆 No enhancements, no filters. Just me, being me.
Marcus Norton
marcus@marcusnorton.net
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