I have the privilege of working closely with organizations across many industries. I see where technology is helping teams gain momentum, and I also see where it creates pressure. Many teams feel stretched thin by the expectation to constantly publish, automate, respond, and scale. It’s exhausting. And, as a result, communication often becomes louder without becoming clearer.
I recently delivered a keynote titled Human-Centered Marketing in an AI-Powered World: How Small Businesses Can Use AI Without Losing the Human Touch. Preparing for that talk helped me clarify something I have been observing for a while: many organizations do not have a technology problem. They have a focus problem.
AI now plays a role in nearly every part of marketing and sales. It influences how emails are written, how content is produced, how prospects are followed up with, and how data is analyzed. We live in wild times, where some organizations have fully embraced AI and technology, while others are dipping their toes into the water. And while we’ve gone for quite the technology ride the last five years and have made incredible advancements, you know what leadership teams still want to know? They want to know how to stand out without sounding generic or disconnected.
Doing more is rarely the answer. Being more deliberate usually is.
AI is useful because it helps teams work faster and see patterns they may have missed. It is not useful as a replacement for decision-making, context, or judgment (yet). It does not understand long-term relationships, prior conversations (outside of what’s provided for context), or the subtleties that shape trust. Those things still require human involvement.
The companies seeing steady results are not experimenting with every new channel or tool. They are making clear choices. They decide what matters, where to show up, and how they want to sound. They accept that focus requires saying no, and requires consistency, patience and time.
What a juxtaposition we live in daily… we have more ways to connect via technology, but less connection. The irony isn’t lost on me. We crave real, true human connection.
As 2026 approaches, I am seeing increased interest in relationship-based marketing and more traditional methods. Direct outreach, in-person events, sponsorships, and print are becoming part of the conversation again. These efforts take more time and effort, but they feel intentional. When digital communication becomes repetitive, a personal human connection is noticeable.
Just like building relationships in our personal lives takes time, the same is true for building relationships in business. Good things take time. Good marketing takes time. It doesn’t matter if you’re B2B or B2C… at the end of the day, we’re all H2H (human to human). People do business with people for three reasons: know, like and trust. There’s no silver bullet or magic wand. It can take six to twelve months of consistency and intention to see meaningful impact. Awareness, trust, and confidence are built gradually. AI can improve efficiency, but it cannot compress the time required to build credibility.
My favorite phrase this year has been this: Authenticity matters. Authenticity continues to matter because people recognize when something feels templated. My favorite answer to questions these days is: “what’s authentic to your brand?” People can smell when a person or brand is being disingenuous.
As we complete yet another trip around the sun and look into 2026, I believe marketing will become quieter and more focused. Fewer messages, clearer intent, and better use of technology to empower those already tapped into their most authentic selves.
I challenge you to lean into listening… listening to your teams, your prospects, your clients… your friends, your families… to really spend time being present and living with more authenticity and intention. Leave the world in a little better place than how you found it.
Cheers to 2026 and all the opportunities ahead.
Warmly,
Michelle Miller
President, Creativate