Why your most scalable channel in the AI age is the one with a pulse
Taste is your last unfair advantage.
Cue the Rick Rubin memes!
Automation has swallowed the repetitive bits of B2B marketing. What’s left on the table is the part algorithms still fumble: genuine trust. If you can scale that, you don’t just stand out. Here’s how you compound.
1. The volume problem is solved. The trust problem isn’t.
AI now spins up landing pages, nurtures, even “personalises” copy on command. Everyone presses the same big red Generate button, so volume is no longer a moat.
Buyers can smell the synthetic vanilla of “Dear {First-Name}” a mile off. As I’ve argued before, the counter-intuitive edge is that B2B growth gets more human as AI gets better because scarcity shifts from content production to authentic connection.
2. Trust compounds when people can see the whites of your eyes (even through a screen)
“Founders who show up as themselves—hosting events, grabbing a beer with clients—are the ones cutting through the noise.”
Humans are high-bandwidth. You convey nuance, humour, and intent in milliseconds of face or voice. That cannot be templated, only recorded and distributed. Which means the game is to capture moments of real humanity and let technology multiply their reach.
3. Four plays that scale connection, not just content
4. From manual to human-augmented systems
Strip busy-work first. Have the bot log meeting notes, schedule follow-ups, slice webinars into clips.
Re-invest the reclaimed hours in calls, coffees, Discord chats—anywhere you can read the micro-expressions that never make it into dashboards.
Measure trust, not vanity. Track reply rates, demo-to-close velocity, community referrals—signals that someone feels safe enough to act.
Let stories loop. Every authentic interaction becomes raw material: turn a question asked in a DM into a public LinkedIn post; clip a webinar answer into a 15-second TikTok; stitch event photos into next quarter’s keynote opener.
5. Objection handling
“Isn’t this unscalable?”
Scaling content creation is easy; scaling belief is priceless. Technology magnifies either, so pick the one competitors neglect.“Won’t AI eventually fake trust too?”
Maybe it will mimic tone, but it can’t replicate earned history—the testimonial, the handshake, the unscripted laugh. Being first to invest in those moments builds an asset no model can scrape.
6. A quick prompt to get started
“List three upcoming opportunities this month where I can meet prospects live, record the interaction, and spin it into at least five content formats.”
Feed that into your favourite GPT wrapper, skim the options, pick one, press record.
7. Closing thought
AI is the orchestra. You’re the conductor—and your taste is the last unfair advantage. Use the machines to play louder and faster, but keep your human timing on full display. That’s the channel no one else can automate.
If this resonated, hit the ❤️, share it with the marketer drowning in nurture flows, and let me know which human move you’ll test first this quarter.