When it comes to experience, we must stay human in an AI world

Mark Schaefer is one of my favorite business authors. I’ve studied his work (and written about it) in the past. His most recent book is timely, as it’s about the topic of the day, AI. I love how Schaefer simplifies the complicated. As I read through the book, I thought about how this applies to customer service and CX.

For years, I’ve said, “The greatest technology in the world can’t replace the ultimate relationship-building tool between a customer and a business: the human touch.” Schaefer’s new book, Audacious: How Humans Win in an AI Marketing World, validates this concept. He emphasizes that while AI will transform business, humans must “own crazy” and create the awe-inspiring experiences that technology alone cannot deliver.

To start with, Schaefer created an interesting cover for his book with the help of the creative agency Giant Spoon. In his words, “A book called Audacious better be … audacious.” And the cover is where the audacious concept begins. The best way to describe this is that a generative AI model was trained on the text of the book to create images that the reader can view via a QR code. When the reader uses their camera to click on the cover’s QR code, they will experience what Schaefer calls “A one-of-a-kind art show. Chances are, you’ll never see the same book cover twice.”

Pretty cool and creative! With that setup, here are five (of the many) powerful takeaways from the book that can transform how we think about customer service and experience:

1. Collective effervescence: In the book Awe by Dacher Keltner, collective effervescence is defined as “the feeling of being in the presence of something vast that transcends your current understanding of the world.” This can be a powerful idea in the CX world. Customers value experiences more when enjoyed with others. It’s the difference between sitting at home by yourself watching a sporting event versus being with your friends and/or family at the actual event. The book shows how smart companies are intentionally designing such experiences that bring people together, creating conversations and memories that no AI can replicate.
2. The most effective customer stories often come from sources you don’t control: According to Schaefer, two-thirds of our marketing happens without us through word-of-mouth, employee advocacy and customer conversations. But don’t let it happen by accident. The book shows how to unleash and amplify these organic storytellers. Holiday World amusement park, for instance, turned free soft drinks into a conversation catalyst that drives thousands of positive reviews and referrals.
3. The future belongs to companies that master the art of “everyday awe”: You don’t need drones in the sky or massive budgets to create memorable experiences. The book demonstrates how even small businesses can weave moments of surprise and delight into routine customer interactions. A great example is Schaefer’s own marketing retreat called The Uprising, where he creates “everyday awe” through carefully planned elements, surrounding participants with a unique venue of nature and art and facilitating an experience that leads to lasting connections. In short, he creates an “awe-inspired” event.
4. Breaking industry taboos: This is about breaking away from “what we’ve always done.” Schaefer teaches us a framework for identifying and challenging outdated norms that hold businesses back. For example, e.l.f. Cosmetics ignored conventional wisdom about target markets and showed up in unexpected places like gaming platforms and racing cars. (Who would have thought?) The result: It became the fastest-growing beauty brand in the world.
5. The most powerful antidote to AI-driven sameness is your company’s humanity: While artificial intelligence excels at perfection, most customers increasingly crave authenticity, flaws and genuine human connection. Schaefer introduces the concept of “Proof of Human” as a vital differentiator in an AI world, illustrating how companies can intentionally showcase their human side, which is especially important to customer service and CX. Yes, AI and technology can support customer service, but it can’t replace the human-to-human experience.

Schaefer’s message is clear. While AI will continue to transform how we serve customers, the human ability to connect, empathize and create memorable experiences remains irreplaceable. As Schaefer reminds us, in an increasingly automated world, our humanity becomes our greatest differentiator, which is an excellent interpretation of my quote in the second paragraph of this article.

So, as we navigate the AI revolution in customer service—or any part of our business—remember that technology should enhance, not replace, human connection. The future of customer experience isn’t about choosing between AI and the human touch—it’s about finding a balance and combining both to create something better than either could achieve alone. Another way of saying it: The sum is greater than the parts!

This article is also published on Forbes. illuminem Voices is a democratic space presenting the thoughts and opinions of leading Sustainability & Energy writers, their opinions do not necessarily represent those of illuminem.