By Ellen Fruchtman, President
In an era where “authenticity” is the ultimate buzzword, businesses—especially local retailers—face a crucial question: Can you call yourself authentic while relying on AI, a technology built on algorithms rather than human experience? I can feed you want you want to hear, or I can feed you what you should hear. The short answer: No.
The Heart of Local Retail: Genuine Human Connection
Local retailers thrive on personal relationships, unique character, and community engagement. Shoppers choose local businesses because they crave real interactions, curated experiences, and products that reflect the heart and soul of their wants and needs. AI, by its very nature, lacks these human qualities. It doesn’t have a story, a passion, or a sense of belonging—it simply generates responses based on data.
AI Is Inherently Inauthentic
AI-generated content, recommendations, and interactions are just that—generated. They’re not born from personal experience, real emotions, or a deep understanding of a business’s culture. Customers see through automated responses and generic messaging. Authenticity is about being real, and AI is, by definition, artificial. And, you may not believe this, but your customers will ultimately see right through it.
The Danger of Diluting Your Brand
Local retailers build loyalty through their personal touch. When businesses use AI for customer service, marketing, or even product descriptions, they risk losing the very thing that sets them apart: their voice. If every business relies on AI-generated messaging, what makes yours unique?
The Illusion of Efficiency vs. The Reality of Connection
AI promises efficiency, but efficiency isn’t always what customers want. They want a handwritten note as a follow-up, a recommendation from a sales associate or owner who remembers their last purchase, or a warm and honest conversation. They want you to know their likes and dislikes or some nuance that you (and only you) remember. AI can’t replicate the magic of genuine connection.
What’s the Alternative? Stay Human. Stay Authentic.
Instead of relying on AI, double down on what makes your business unique:
- Tell your real story. Share your journey, struggles, and victories in your own words. Do you really think presenting a Chatbot or Avatar speaking for you is better?
- Engage personally. Reply to messages, comments, and emails with genuine human responses.
- Curate your brand voice. Keep it distinct, personal, and reflective of your values.
- Invest in relationships. Customers remember the way you made them feel—not how quickly an AI chatbot responded.
In an increasingly automated world, authenticity is a retailer’s biggest advantage. AI may be the latest buzzword, but that doesn’t mean it’s the best thing for your business. Don’t trade real connections for artificial interactions. You’re smarter than that.
Stay real.
Stay local.
Stay human.
