Why Human Connection Matters in an Increasingly AI-Driven World
Rebecca Newenham, an experienced entrepreneur, business mentor, and franchise consultant, examines the benefits and risks of integrating AI into your franchise.
There is no doubt that AI can offer huge benefits for franchises, businesses and wider society. It can significantly increase your productivity, enabling you to focus your time on what adds more value.
But AI can be a hindrance, too.
I have certainly noticed a trend recently, particularly on social media. Lately, something has shifted in a way that feels different from previous cycles of platform hype and algorithm updates.
The feeds are full. But the people are increasingly elsewhere. The volume of content being published across every major social platform is growing. But the proportion of that content genuinely written by a human being, in their own voice, about something they actually think, is shrinking.
AI-generated posts. AI-rewritten updates. AI agents responding to comments on behalf of people who aren’t really there. The mechanics of presence without the substance of it. More posts than ever, but less of the genuine, human presence that builds a business.
For social media, AI is a great tool for consistency, but not a replacement for a real voice. The 20% that still sounds human is the 20% that gets read.
Human presence matters more now than it has in years
Being deprived of human interaction during COVID-19 reminded us of just how important connection is. We all need a network around us for support. When I started Get Ahead, I quickly realised that building a business isn’t something you do alone. Every entrepreneur needs a network of people around them; people who offer advice, share opportunities, introduce contacts, and provide support when challenges arise.
Some of the most valuable relationships I’ve built started with a simple conversation at a networking event. Not a pitch. Not a sales conversation. Just two people talking about their businesses and how they might help each other. Those relationships have often turned into collaborations, referrals, partnerships and even friendships.
People buy from people they know, like and trust
That trust rarely comes from a single interaction. It builds gradually as people see you show up, contribute and support others in your community. Networking can help you create your visibility. Whether it’s attending events, hosting roundtables, supporting local business groups or introducing others within your network, every interaction strengthens your reputation.
Authenticity will always beat trying to be “polished”, so don’t be afraid to share your true self. Many of us spend so much time working remotely, supporting clients, building our businesses and juggling busy lives that it’s easy to forget just how powerful it is to pause, connect and spend time with others.
In the right environment, you’ll find open conversations, shared challenges, fresh thinking, collective energy and, most importantly, real collaboration and a genuine willingness to support each other.
When businesses support each other, everyone benefits.
Businesses grow faster when people collaborate. Communities are stronger when businesses support each other. Opportunities appear when we take the time to build genuine relationships.
Making introductions, sharing ideas, offering advice and connecting people who might benefit from meeting. Over time, that generosity has a way of coming back around and boosting your own business. For me, networking has never been a “marketing tactic”. It’s simply part of how business should work.
When businesses come together and grow through relationships and connections, great things happen.
