Artificial intelligence is reshaping how businesses operate – from automation to analytics, AI is everywhere. But there’s one area where I believe we need to draw a clear line and that’s customer relationships.

I recently shared my view in Dynamic Business’s “Let’s Talk” feature on whether businesses should let AI handle customer service. My answer was a direct no.

Customer interactions are brand defining moments where trust is earned, problems are solved and loyalty begins. When a customer takes the time to reach out, they’re doing one of two things: they’re either showing interest or trying to fix a problem. In both cases, they’re reaching out to be heard.

Why bots damage connection

Replacing customer interaction with AI may save time in the short term, but it costs credibility in the long run. Relationships thrive on the small cues and empathy that only people bring.

Putting a bot in front of customers at the wrong time sends the opposite message. It says you value convenience over connection and that you’re too busy to care.

This is where strong marketing leadership helps define the boundaries between technology and human experience, by building systems that protect connection while improving delivery.

Where AI adds value

AI is excellent at repetitive, structured tasks like triaging enquiries or routing messages to the right person. Used this way, it can speed up response times and help your team focus on more valuable conversations.

The key is to design AI tools that support your people, not replace them. Let the technology handle the admin so humans can handle the nuance.

For example, if you already have structured marketing execution or a defined content strategy with clear customer touch points, use AI to increase people efficiency and strengthen workflows.

AI isn’t a substitute for relationship-building. It’s a tool to make your people more effective at it.

How to balance automation and authenticity

• Map the important milestones. Identify which customer journey touch points build trust or require empathy, and keep those human.
• Automate transparently. Be upfront when customers are speaking to AI and make it easy to reach a real person.
• Track the right metrics satisfaction. Don’t just measure speed. Measure satisfaction, sentiment and resolution quality.

When AI handles what it’s good at and people handle what they’re great at, your brand experience scales without sacrificing trust.

AI is not a substitute for the human experience

Customers remember how you made them feel, not how fast you replied.

If you want to build relationships, use AI to improve existing operations and processes but keep humans at the heart of your customer experience.

Technology should enhance human connection, not replace it. The businesses that thrive will be those that combine structured marketing systems with empathy-driven marketing.

If your customer journey feels impersonal or disconnected, as a fractional CMO I help you build structured marketing systems with a customer-first approach.

Book a 30 minute discovery call.

Originally featured in Dynamic Business, October 2025.