> If every company uses the same AI tools to optimise the same metrics, the optimisation itself becomes commodity. Everyone has the same chatbot, the same personalisation engine, the same churn predictor. The floor rises for everyone simultaneously, which means relative advantage disappears. The only remaining differentiator — the actual moat — becomes the irreducibly human: genuine empathy in a crisis, a person who actually cares, a brand that feels run by real people who listen.

Yes, this is what every article proclaiming AI will be the end for human jobs completely misses. Ultimately businesses must compete and things that become scarce or harder to attain, such as human connection, will become their real differentiator. Businesses are still selling to humans at the end of the day.

This article was great and provides a lot of wonderful examples of how to build high touch businesses. It reminds me a lot of Delivering Happiness by the late Tony Hsieh and his experiences building a high touch culture for Zappos to differentiate with the ecommerce businesses he was up against who all resorted to bad customer support, poor return experiences. A famous example being Tony calling into Zappos' support line pretending to be a customer ordering a pizza as a joke, and his customer support actually caring enough to ensure a pizza was delivered to him. Probably a book more relevant than ever