Why Human Connection Still Beats Technology—Even in the AI Era
Written by Massa Medi
Remember back when the internet arrived and visionaries everywhere were convinced that the days of bricks-and-mortar stores were numbered? The buzz was that we’d all soon be shopping exclusively online, leaving behind malls and charming main street shops for nothing but digital carts and checkout buttons. But reality had other plans: it turns out people enjoy the experience of shopping in person. We love to browse, to pick things up, to try them on. The lure of tactile discovery, the thrill of the hunt—or, dare we say, our inner hunter-gatherer—can’t be out-coded.
Of course, brick-and-mortar shops haven’t had it easy. Financial pressures, changing consumer habits, and relentless competition from e-commerce giants mean keeping those doors open is no walk in the park. But the enduring fact remains: we like going shopping. There’s something fundamentally human in the act, and not all the algorithms in the world can replicate that feeling.
Here’s where many technologists miss the mark. And with all respect to the engineers out there, there’s an uncomfortable truth: technology doesn’t solve every human problem. Take friendship, for example. Technology might be able to spit out advice during tough times, but nothing beats sitting beside someone you care about, feeling the warmth of a hand on your shoulder, and hearing, “Don’t worry, I’ve got your back.” That moment of genuine, human reassurance? There’s no app—or AI—that can replace it.
Many predictions around artificial intelligence fall into the same category as those early internet prophecies: they’re grand promises, but most remain unfulfilled. Sure, what we’re seeing is fascinating. AI and algorithms are evolving—they’ve been around for ages and are only getting more sophisticated. Some of the progress is genuinely incredible. Yet, a large portion of what’s promised is still on the horizon. So, for now, I prefer to take a “wait and see” approach—without cynicism, but with a healthy dose of reality. In the meantime, my faith is very much in humanity.
The Human Impact of Technology—A Look Back
To understand where we might be headed with AI, it’s worth looking in the rearview mirror. Remember the 1970s and 1980s? Robotics began popping up on factory floors everywhere, transforming industries—and not always gently. Back then, robots took over roles once held by countless blue-collar workers. Today’s car factories are filled with mechanized arms that weld, paint, and assemble with inhuman precision, reducing the number of jobs for people. Where there were once teams of skilled human hands, now, it’s largely machines with a few supervisors monitoring them.
The response from the “white collar” class and Wall Street types was predictable: “Just re-skill.” Suddenly, former assembly line workers were expected to become software engineers or data analysts. But as we stare down the rise of AI, don’t expect a repeat for blue-collar roles. AI won’t be driving your taxi, hauling your luggage at the airport, fixing your plumbing, or building your house—at least not anytime soon. Those jobs demand real-world dexterity and human judgment that, for now, machines can’t match.
Where AI Will Strike: The Knowledge Economy
What’s at stake as AI advances? If you’re in the knowledge economy—the realm of writers, analysts, accountants, and consultants—it’s time to pay close attention. AI will absolutely transform knowledge work. Do I think it’ll utterly wipe these roles out? Absolutely not. Will it demand new skills and create jobs we haven’t even dreamed of? Without a doubt. But there’s no question that the fabric of the modern office—the knowledge worker’s kingdom—is shifting.
Imagine the newsroom of the future. Currently, the writer is crowned king, while editors play second fiddle. But soon, that could flip. AI can crank out a serviceable first draft of a press release, but it’s the sharp-eyed editor—the person who can tell a story, spot mistakes, and bring a unique human sensibility—who will be invaluable. In fact, editors are poised to become the heroes of the creative process.
AI: A Tool, Not a Threat—If You Look Forward
There’s no need to fear AI. Could AI write a book mimicking Simon Sinek’s style? Sure—by remixing everything he’s already written. But could AI dream up something new, like a book about the deeper meaning of friendship, before a human decides to pursue it? Not a chance. AI is grounded in the past—it learns by looking backward, analyzing what’s come before. But people? We look forward. We search for purpose, for meaning, for what’s next. That’s something AI can’t do on its own.
So, the best way to thrive in the age of AI isn’t to dwell on what’s being replaced or automated, but to double down on those things that make us most human: our vision, our purpose, and our ability to imagine brighter futures. Use AI as a tool to help get you there, but don’t mistake the tool for the journey. As long as you’re looking forward, AI isn’t a threat—it’s your sidekick.