Human brands in an artificial world. The value of thinking in times of AI.

After finishing the Foundation series, in addition to returning to my adolescence when I devoured them, I began to connect concepts and realities that we live today that I believe we could not have imagined back then.

We live in an era dominated by algorithms, AI-generated content, and increasingly automated experiences. What seemed like science fiction just a few years ago is now part of everyday life: AI assistants on mobile phones, advertising campaigns designed by algorithms, images and texts created in seconds without human intervention.

In this context, an essential question for branding arises: how to maintain authenticity and critical thinking in a world that seems programmed to function alone?

The answer isn't to avoid technology, but to balance it with what no machine can replicate: empathy, vulnerability, cultural sensitivity, and, above all, the human capacity to interpret and make sense of it.

Authenticity in the algorithmic age

The Edelman Trust Barometer 2025 confirms this: trust in institutions and brands continues to decline, and consumers expect brands to play a more human, transparent, and committed role. It's not enough to have good products; what makes the difference today is the ability to convey purpose, consistency, and sincerity.

What a paradox, isn't it? The more artificial intelligence grows, the more we value what's truly human. Brands must learn to coexist with technology without losing their essence and credibility.

In Foundation, Isaac Asimov imagined a science capable of predicting the future of the masses. Today, algorithms and big data pursue that same goal. But, as in the novel, the risk is evident: if everything is reduced to statistical predictions, the uniqueness of the individual disappears.

To avoid falling into this trap, branding must embrace humanity at its core. And humanity is recognized in authenticity: brands that don't seek perfection, but rather consistency; that admit mistakes and show their progress.

Foundation

From perfect communication to the value of the imperfect

For decades, advertising aspired to perfection: brilliant claims, impeccable images, and messages carefully controlled. Today, that perfection is perceived as artificial. Authenticity is recognized in imperfection: in an acknowledged mistake, in a transparent or honest message, in a brand that admits it doesn't have all the answers or shows how it's learning.

Authenticity doesn't mean improvising without a strategy; it means aligning what a brand says, does, and projects so that consistency is evident in every interaction.

In this sense, I, Robot , another of Asimov's works, functions as a metaphor. The robots he proposed sought to act as efficiently as possible, but disconnected from emotion. Something similar happens when a brand focuses solely on algorithmic efficiency: it may optimize metrics, but it loses real connection.

The value of writing in a notebook.

In a world of automation, thinking has become a revolutionary act. Taking time to write in a notebook, to question a brief, or to reflect before generating content is more valuable than ever.

AI is capable of multiplying outputs—texts, images, infinite variations—but only a critical mind can ask: Why are we doing this? What impact will it have? What story are we telling?

This critical thinking is the new competitive advantage. It's not about producing more, but about producing with meaning.

Think, write, think, take notes, think, create...

Human Marks: Listening, Acting, and Caring

We can summarize the path towards more human brands in three essential verbs:

1. Listen before speaking. Authentic brands don't obsess over "what to say," but rather understand what concerns, motivates, and excites their audiences. Listening isn't about measuring interactions, but rather interpreting insights that reveal cultural and behavioral shifts.

2. Act with transparency. Transparency is the currency of trust. Acknowledging limitations, explaining decisions, or showing behind-the-scenes insights are gestures that reinforce credibility. As the Dentsu Media Trends 2025 report reminds us , in an environment of micro-moments and digital overexposure, every interaction counts to build or destroy trust.

3. Nurturing relationships, not metrics Instead of chasing likes, human brands are seeking strong relationships. We see this in the rise of creator marketing: according to CreatorIQ, creator-generated content increases engagement 17 times higher than branded content. Why? Because it conveys authenticity, closeness, and trust.

   
   

Humanize with purpose, not with posturing

There's a risk: turning "authenticity" into another superficial marketing technique. Audiences already know how to distinguish between an authentic gesture and a fake one. Humanizing isn't about adding emojis to a post or using a casual tone because it "connects."

Humanizing requires purpose: clear values, a vibrant culture, and the ability to embrace vulnerability. A brand that presents itself as sustainable must demonstrate this in its supply chain; a brand that speaks of diversity must embody it in its internal culture.

AI is a tool, not a substitute for it.

AI is not an enemy, but an ally. Used well, it amplifies creativity, personalization, and efficiency. The Adobe Creative Trends 2025 report shows how AI powers visual narratives that surprise and spark joy. However, human judgment is irreplaceable: deciding what stories to tell, what tone to use, and how to connect with the cultural sensibilities of a moment cannot be left to an algorithm.

The key is to scale with technology what is born from human vision and sensitivity.

Conclusion: The competitive advantage of the human

Rereading Asimov's work has taken me back to my adolescence, but it has also led me to propose a kind of hypothesis that connects today's reality with tomorrow's, and this is something like: "even if we try to predict the future with data, there will always be a space of uncertainty that only creativity and a critical spirit can fill."

This isn't a passing fad, but a survival strategy. Today, in the midst of the AI boom, the true competitive advantage for brands isn't automation, but the ability to think, question, and act authentically.

Trust is earned by showing purpose, consistency, and humanity. That's the difference between a brand that goes unnoticed and one that becomes an essential part of people's lives.

In an increasingly artificial world, the true competitive advantage will be authenticity. The brands that succeed will be those that combine the power of technology with the warmth of humanity.