In 2025, being human is your biggest advantage

Hey, it's Michael from AdSumo Digital.

This afternoon, I scrolled through Instagram and something felt... off.

The feeds are still full of perfect photos. The comments still overflow with enthusiasm. The likes and shares keep flowing.

But something's changed.

Behind more of those perfect photos? AI-generated images.
Behind those enthusiastic comments? AI-written responses.
Behind those engaging accounts? AI personas.

We've entered an era where machines are getting better at pretending to be human than humans are at being themselves.

Wild, right?

Here's what fascinates me:

While Big Tech is busy creating artificial engagement, something remarkable is happening in e-commerce...

The brands absolutely crushing it right now? They're doing the exact opposite.

They're getting messier.
More personal.
More real.

They're showing the humans behind the brand. The imperfect manufacturing process. The real customer stories.

And their customers are eating it up.

Why?

Because in 2025, authenticity isn't just a marketing buzzword - it's becoming a basic human need.

Think about it:

When was the last time you knew if that glowing product review was written by a real customer or an AI?

When was the last time you could tell if that influencer's story about your competitor's product was genuine or generated?

When was the last time you were sure that Instagram comment came from a real person?

This increasing uncertainty is creating a massive opportunity for brands willing to show their human side.

Your messy behind-the-scenes video? Pure gold. Your founder's personal story? Marketing dynamite. Your customer service team's real personalities? Absolute treasure.

Here's the beautiful part:

While your competitors are trying to figure out how to sound more "polished" and "professional," you can focus on being more human.

Some ways to do this:

• Let your personality shine in your emails (even if it means breaking some "best practices")

• Show the real people and process behind your products

• Share actual customer stories (messy details and all)

• Build genuine community around your brand

• Take stands on issues that matter to you (yes that means pisses some people off)

Look, AI is an incredible tool. We use it every day in our agency. (more on how we use it in a future email)

But it can't replicate the one thing customers crave more than ever:

Real human connection.

That's your superpower in 2025.

While everyone else is trying to sound more artificial, you have permission to be more human.

Actually, scratch that.

You have an obligation to be more human.

Because in a world of increasing artificial perfection, your authenticity is the only thing that can't be replicated.

Talk soon, Michael

P.S. I'd love to hear your thoughts on this. What are you doing to keep your brand human in 2025? Hit reply and let me know.

P.P.S - If you run an Ecom brand and want to have a 15 minute strategy session with me, book a call here »

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