Columnist

AI matters, but people matter more

As artificial intelligence (AI) becomes part of almost every aspect of business, it is reshaping how companies operate and connect with clients. Yet while AI can speed up work and improve efficiency, it cannot replace the human touch that builds trust and relationships. Here, Sarah Law, partnerships and marketing manager at Bdaily and N magazine, explains why people still matter more than technology when it comes to creating connections that underpin lasting partnerships.

In my work across partnerships and growth, I see every day how conversation drives business forward. 

At the same time, AI is becoming part of almost everything we do, sitting in our browsers, systems and even in our emails. 

It is shaping how businesses operate, market themselves and connect with clients. 

From automated reports to predictive insights, AI helps us work faster and smarter. 

But there is one thing it cannot do: create human connection.

The real magic happens in the small moments

AI has clear benefits. It can flag trends before they become problems, analyse data in seconds and suggest more efficient ways of working. 

Data is vital when making decisions, but it is only part of the picture. 

In my experience, clients don’t just want numbers – they want to feel understood. 

They want to know someone is listening, not just processing.

Conversations build trust

The strongest partnerships rarely come from dashboards or reports. 

They emerge from a chat over coffee, a last-minute Teams call or a quick phone conversation that clears up uncertainty and builds trust. 

These small, unplanned moments create reassurance that no algorithm can replicate.

Finding the balance

The businesses that thrive will use AI to improve efficiency and reinvest the time saved into people. 

Empathy, creativity and relationships cannot be replicated by technology. 

In my experience, the most valuable outcomes happen when AI does the heavy lifting in the background, leaving space for human connection to take the lead.

Looking ahead

As businesses continue to grow and innovate, AI will play an important role in shaping the future. 

But the organisations that achieve sustainable growth will be those that keep people at the centre of operations. 

No matter how sophisticated tools become, trust will always be built person to person.

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