Are you a human?

It can be quite tricky to identify images which contain traffic lights, curtains or sofas. I’ve failed the “Are you a human?” test several times.

But shouldn’t we be asking the question the other way around? As customers, don’t we have the right to know whether we are dealing with a person or a ‘bot? And don’t we deserve to be treated as humans?

That’s never more true than when interacting with technology brands.  Yes, effective functionality is paramount. And yes, an emotional connection is also a prerequisite. You need to CAPTCHA hearts as well as minds to form the basis of an ongoing relationship.

But a brand is a promise of authenticity and distinctiveness. Too many technology brands fail the authenticity test. Their help desks - whether staffed by flesh and blood or AI agents – are over-scripted and under-responsive.

Authentic doesn’t always mean consistent. In fact, it never does. Because to err is human. And we are ready to forgive brands that make human connections with us – through the excellence of their platforms and the empathy of their people.

Written by Alec Rattray

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