As I sit here writing this, I’m working with a powerful tool: generative AI. Lately, I’ve been reflecting on how much technology has become a part of my daily life. As someone who’s always been keen to explore new tools, I’ve consistently found ways to adopt tech into my work, whether to improve efficiency, simplify tasks, or free up time for more meaningful work. It makes sense — if something can save me time and streamline my processes, why not use it? This is why I embraced generative AI, like GPT, almost instinctively.
Writing, for example, is something I enjoy, but I also know that I’m not a native English speaker. The process of drafting, proofreading, and polishing can take more time than I’d like. With AI, I have a tool that helps compensate for that. It allows me to bypass some of the language mechanics and focus on the bigger picture: the strategic thinking, the ideas that drive my work. And let’s be honest, as someone who's constantly juggling multiple priorities, that extra time matters.
Beyond efficiency, AI has also helped me build confidence in my writing. Knowing that I have a tool to support me through the technical aspects means I can approach tasks with less hesitation. It enables me to express my ideas more freely, without the fear of small language barriers holding me back.
But as much as AI helps, there’s always something missing — something uniquely human. AI can generate content, but it doesn’t know me. It doesn’t understand the nuances behind my choices, the things that inform how I think, how I communicate, and how I approach problems. Technology supports my work, but it doesn't replace the insight that comes from lived experience or the challenges I’ve faced.
Connecting on an Emotional Level
Those things aren’t programmed into an algorithm; they come from a lifetime of experiences and interactions. This brings me to a broader point: no matter how sophisticated AI becomes, there’s always a need to balance it with something more human. Technology, for all its precision and efficiency, can't fully capture the depth of understanding and empathy that people bring into their interactions. This is particularly important in both personal and professional relationships. While AI can handle many tasks, it lacks emotional intelligence — the ability to understand the feelings, motivations, and emotional context that drive people’s actions.
In any meaningful communication, whether in business or personal life, humans connect through emotions, not just information. The emotional bond is what builds trust, loyalty, and long-lasting relationships. When I interact with colleagues or clients, it’s not just about what I say but how I make them feel — a subtlety rooted in empathy and shared experience. While AI may understand data and predict responses, it doesn’t understand the why behind people’s emotions.
This is where brands face a particular challenge. Customers engage with brands not just for the products or services, but because they feel understood and valued. When brands lean too heavily on AI-driven tools, they risk losing that essential emotional connection. AI can handle the technical side of communication, but without emotional intelligence, there’s a danger that interactions can feel cold or disconnected, reducing engagement and trust. Emotional connection isn’t an afterthought; it’s at the core of why people choose to engage and stay loyal.
This idea of balancing technology with human insight is one of the key themes in our upcoming survey. We’ve gathered insights from 500 senior executives across Asia-Pacific to understand how companies are navigating the tension between adopting new technologies and maintaining genuine connections with their customers. While businesses are increasingly turning to AI, automation, and data-driven tools, many are also grappling with the question: how do we scale without losing what makes us human?
What’s Next?
Our upcoming report delves deeper into this balancing act, exploring how businesses across the region are adapting to an increasingly digital world while trying to stay connected on a human level. If you’re curious about how top companies are managing this challenge — and how your own business can benefit from their insights — stay tuned for the full survey results.
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