How to Create a More Human, More Relatable Brand Experience Even in Digital Spaces
We’re now a few years into the era of accessible, AI-generated content, and it’s been quite a mixed bag. While new generative AI technologies have allowed small businesses with limited budgets to produce polished-looking content at scale, most of these assets lack the warmth (or the secure copyright) of even the most perfunctorily made, human-produced assets.
This isn’t to say poor content didn’t exist before AI. Far from it. Still, “humanising” AI outputs is a lot more work than most businesses want to put in, and it shows. We’re now inundated by a flood of “AI slop” that often fails to connect with people at any meaningful level.
This can be a bigger problem than you think. No matter how “digital” your business is, people still want to interact with people. Or at the very least, they want the illusion of brands that act like people. Over the years, we’ve seen countless changes in how people act online. Yet, the desire for genuine human interaction remains an inseparable part of Auckland digital marketing.
That doesn’t mean your copy has to be casual or sprinkled with emojis. But it does mean every piece of content should feel like it was made by someone who understands people, not just a prompt. Whether you’re using AI tools or not, the goal is the same: centre the human experience. The brands that do this best are the brands that stand out.
Here are a few ways to make sure your brand stays human, even in digital spaces.
1. Start With a Clear, Emphatic Brand Voice
Every brand must have an identifiable voice. It’s how their followers know it’s them talking, whether they see their content on socials, email, or anywhere else. If your brand voice sounds a bit too dry or generic, it might be time for a refresh. You don’t have to be overly casual, but you do need a voice that feels human, relatable, and unmistakably yours.
Bring in the people who write or communicate on behalf of your brand and define a tone that fits your audience. Then commit to it. Whether it’s witty and sharp or warm with a bit of cheek, the key is consistency across every touchpoint.
2. Put Real People Front and Center
There’s no need to hide the humans behind the curtain—especially if you’re proud of the work and the people behind it. Share founder stories, team spotlights, or customer anecdotes in your public-facing emails and content. Highlight real experiences, even the ones that don’t come with polished lighting or pro-level editing. These days, it’s these moments of imperfection that often build the most trust.
3. Make Automation Feel Less...Automated
We all use automation in some way: it’s efficient, expected, and often necessary. But left unchecked, it can make your brand sound cold and corporate. A little lifelessness might fly under the radar, but there’s a tipping point. An email that starts with “Dear [First Name]” won’t win you any fans.
Whenever you’re sending something to anyone specific, be sure to personalise it. Forget about what’s convenient from a workflow perspective and be more intentional with how your business approaches its very human customers.
4. Design for People, Not Machines
It’s easy to get caught up in the details of optimisation. Maybe you trim the personality from your copy or prioritise keywords over clarity, all in the name of reach. But no matter how clever your strategy is, it still needs to work for actual people.
Real users should always come before Google’s bots or advice from an unrelated LinkedIn marketing guru. This means being deliberate in your navigation, content, and everything else that the wider public can interact with. Above all, it means delivering the authenticity that real humans crave.
5. Be Where Your Audience Already Is
You don’t have to be everywhere, but you should, at least, be where your people are. Whether it’s Instagram, LinkedIn, email, or TikTok, pick a few channels that align with your brand and where you do have an active audience. Use these platforms not just to promote your brand, but as a way to listen and interact with your customers.
6. Don't Just Broadcast; Invite Genuine Interaction
Make Your Brand Feel Human and Memorable
Looking good online is only part of the picture. If you want to be remembered, your brand needs to feel like more than just another ad.
At Author, we help businesses create digital experiences that are clear, relatable, and built to grow. If you’re looking to sharpen your brand voice and show up with more impact, get in touch.
A note

Henry Blackwell
Henry Blackwell is a marketing professional. He has spent the last 10 years working in-house and within agencies, growing profitable businesses through brand and customer-centric digital marketing in New Zealand, Australia, the United States, the United Kingdom and Europe.
“My approach to marketing is a combination of heart and head. My heart brings an empathetic and intuitive approach to deeply understanding the qualitative requirements of marketing that many simply do not care to do. My head brings an analytical mindset that leverages data-driven insights to deliver profitable performance for the businesses I work with.
This skill set allows me to deliver systematic customer acquisition, conversion, and retention.”
– Director