Brands Invest In 'Unscalable' Human Experiences To Build Loyalty Amid AI Craze

AI has become a headline feature inside organizations, while customers see little change. Efficiency gains get celebrated internally, but rarely translate into clearer value or stronger trust. As performance fails to match the promise, brands are being pushed to reconsider how AI shows up in real customer moments.

Christina Garnett, Chief Customer and Communications Officer at the science-backed creative advertising agency neuemotion, specializes in customer experience and brand advocacy. As an author and consultant, she develops CX systems for companies ranging from startups to Fortune 500s, with a focus on rebuilding customer trust. In her book Transforming Customer–Brand Relationships, she explores a new approach to customer connection in the digital age.

Garnett believes brands should intentionally convert internal efficiency wins into better, more human experiences for customers. "From a customer experience standpoint, what makes people feel truly seen and heard are the moments that aren’t automated and don’t scale," she says.

• Training your replacement: The AI disconnect is fueled by anxieties that go far beyond typical job security fears. Garnett explains that for many employees, the fear can be more specific, often centering on the worry that they are actively training the AI to take their job. "And with so many mass layoffs," she adds, "there is validation that the concern might actually be true."

• Building boundaries: In many companies, the push for AI has also created a disconnect between internal process and external value. "You say AI saves your team an hour a week. My question is, what does that translate to for the customer?" Garnett asks. "What are you doing with that newly free hour to pay it forward and create a better experience for them?"

Garnett's answer: build a "human moat" and reinvest AI-driven efficiency into unscalable human work automation cannot replicate. The primary case study for this is Chewy, a pet food and supplies company that Garnett says have "created a system out of doing things that don't scale," such as sending hand-painted pet portraits after a pet's passing. These acts of operationalized empathy prove that human connection can be a core business strategy. "Chewy's strategy makes a clear case for how being human helps the bottom line," Garnett adds.

• Once-in-a-lifetime moments: To make the philosophy actionable, Garnett says brands should "go micro." She points to ESPN and the Philadelphia Eagles, who create small, hyper-impactful moments that foster lifelong loyalty. For example, the Eagles surprised a deaf fan who runs a Facebook group for other deaf fans with sideline passes. These micro-moments are the "human moat" in action. "That’s a moment those people will think about for the rest of their lives," Garnett says. "It’s very similar to Chewy. The fans that get those moments have a once-in-a-lifetime thing that’s going to stay with them."

When AI initiatives miss the mark, how a brand recovers is a key indicator of its customer-centricity. The answer, Garnett says, lies in decisive action that proves you were listening all along.

• Action over apology: Garnett points to McDonald's, which launched a flawed AI campaign and then "yanked it from the Internet pretty much immediately." The swift deletion, which stood in stark contrast to Coca-Cola "doubling down" on its own controversial ad, was a loud signal to customers that they were heard. Because the apology-by-action came from a place of established listening, Garnett believes the misstep is more likely to be forgotten. "I don't think you're going to hear about the McDonald's ad over and over again the way you're going to hear about the Coca-Cola ad."

• Full disclosure: An AI breach of trust carries emotional consequences. "If a customer gets their hopes up believing something that turns out to be fake or misleading, it’s going to make them feel dumb," Garnett explained. "And that is the last way that you’re going to get someone to feel loyal." Yet, there is a clear path forward: research shows a simple AI disclosure increases trust, offering a tactical solution for brands willing to adopt a more thoughtful approach.

Ultimately, Garnett points toward a more mature vision for technology’s use. She notes the rush to implement AI as a universal fix often proves ineffective as brands confront the technology's limitations. Her approach is pro-impact, showing how AI can be used to compound human strengths and foster a culture of shared growth. It presents a choice that directly counters the "rage bait" culture prevalent in today's society. "What if, instead of chasing attention at all costs, you earned it for just being really lovely?" Garnett concludes.