AI promised to make marketing smarter, faster, and more efficient. It did, but somewhere along the way, something important slipped through the cracks.
People scroll past perfection. What stops them is what feels real. In a world filled with flawless text and polished visuals, audiences crave something only humans can give — emotion.
In a sea of identical voices, imperfections have become a brand’s greatest strength.
When everyone can sound perfect, imperfection becomes your brand.
The Authenticity Backlash
2025 has quietly become the year brands rediscovered humanity.
Heineken’s “The Closer” campaign reminded people to log off from work and reconnect with real life. The brand introduced a Bluetooth bottle opener that automatically shuts down work apps when opened. Instead of talking about productivity, Heineken talked about balance. The result was global attention and genuine appreciation from audiences who saw themselves in the story.
Polaroid’s latest global campaign championed analog photography over algorithmic precision. It featured real film photos — blurry, grainy, imperfect — celebrating the magic of real moments. The company positioned itself against AI’s growing influence in visual culture, proving that authenticity still sells in an automated world.
Aerie’s long-running #AerieREAL movement continues to show unretouched models and body diversity. In 2025, the brand reaffirmed its decision to keep campaigns AI-free, focusing on natural lighting, human emotion, and inclusivity. Their audience responded with overwhelming support, reinforcing that sincerity drives loyalty more than digital filters ever could.
When every brand sounds like a machine, the one that sounds human becomes unforgettable.
Authenticity in Asia’s High-Tech World
Asia often leads in technology, but emotion remains its most powerful export.
Grab Malaysia’s Raya short film “Kebaikan Dalam Setiap Pesanan” (Kindness in Every Order) focused on delivery riders and their families. The story captured small acts of kindness and community during Ramadan. The video gathered over 4.7 million views and thousands of heartfelt comments saying, “This made me cry.”
In Singapore, Shopee’s seller storytelling videos highlighted the faces behind online stores. Instead of glossy AI-written scripts, these clips featured small entrepreneurs sharing how e-commerce changed their lives. Each clip ended with handwritten thank-you notes from sellers to customers. Engagement metrics soared, showing that empathy converts better than automation.
Even small businesses are part of this shift. Johor-based coffee brand Tumbuh began including handwritten recipe cards in every order. One went viral when a customer shared a coffee-stained note with the caption, “They really made this by hand.” Ten thousand shares later, that smudge became their strongest branding moment.
Why Authenticity Works
Humans are wired to detect emotional mismatch. When something feels too perfect, the mind resists it.
A 2025 Nielsen study found that 68 percent of consumers prefer brands that show real people and genuine moments, even if visuals are less polished.
Authenticity builds emotional equity. AI builds efficiency. The future of marketing lies in blending both — letting AI handle the data while people handle the heart.
A Marketer’s Perspective
After a decade in marketing, I have learned that automation can never replace empathy. The more tools we use, the easier it becomes to forget who we are speaking to.
AI can write the script, but only a human can feel the story.
The challenge is not whether to use AI, but how to use it without losing the voice that makes your brand alive. Sometimes the best decision is to slow down, listen, and let people tell their stories as they are.
Sincerity is not a feature. It is a strategy.
The New Brand Formula
| Element | Role of AI | Role of Human |
|---|---|---|
| Insight & Analysis | Predict trends and interpret data | Ask why the trend matters |
| Content Creation | Generate drafts and visuals | Curate tone, emotion, and story |
| Storytelling | Organise structure | Add lived experience and vulnerability |
| Engagement | Automate response timing | Build real presence through genuine replies |
The Final Takeaway
AI can win attention. Only humans can earn affection.
And in the era of automation, affection is the ultimate conversion metric.
