We’re living through one of the most exciting, and unsettling, moments in the evolution of work — how we work, what we do, and the impact we make. Every parent I know is wondering how to guide their children toward careers that will matter.
The reality is that AI can out-analyze, out-optimize, and out-scale almost everything humans do in the digital realm. It can write code, compose copy, and even simulate human voices with uncanny accuracy.
But, in my opinion, there are a few areas where humans still hold a decisive edge: relationships, critical thinking, and taste/curation/creativity. Today, we’re focusing on relationships and how they help businesses cut through digital fatigue and connect in person.
At To&From, we believe that the companies who win in the age of AI won’t just have the smartest algorithms. They’ll combine AI’s speed and scale with a deep, human understanding of the people they serve, using that insight to power physical experiences and spark emotion.
Here’s the truth: AI can recommend systematically sending a coffee card to a client to try and secure a meeting. But it takes a human to show up with their favorite iced matcha or to drop off a box of their favorite sweet treats. Systems can store preferences (vegetarian vs. steakhouse, tea vs. cocktails, Taylor Swift vs. the NY Rangers) — but it’s the human touch that turns those details into moments people remember.
These details aren’t just “nice touches.” They’re moats. They make people feel seen and valued, not just marketed to. And in sales, feeling seen is often the reason to buy.
So How Do You Build This Kind Of Moat?
It starts with listening. Really listening. Every conversation, meeting, LinkedIn post, or offhand comment holds data. The best salespeople capture it. Most skip it. Revenue leaders should be asking: “How do I get to know my clients and prospects better than they know themselves?”.
Treat each interaction as a chance to build a living, breathing profile of the human you’re connecting with:
- Preferences: Matcha over coffee. Sweet over savory. Surf over ski.
- Life context: Married? Kids? Soccer coach on weekends?
- Milestones: New promotion. Big move. Upcoming conference talk.
- Passions: Favorite sports team. Book they couldn’t put down. Hobby that lights them up.
This isn’t about being intrusive. It’s about building relationship intelligence you can act on:
- Curate gifts that land with 100% relevance.
- Share content that aligns with their passions.
- Invite them to events that fit their lifestyle.
- Show up in ways that prove you know them beyond their title and company.
In a world where AI makes everything faster and more automated, the businesses that stand out will be the ones that can scale human touch.
At To&From, we’re obsessed with enrichment and using that data to power IRL experiences – gifting, direct mail, client appreciation and more. Not just knowing a client’s name, but knowing who they are, what they care about, and how they live. Combine that level of understanding with AI’s reach, and you get something no bot can replicate: connection.
And in the race we’re running, connection isn’t just nice to have. It’s the winning condition.
If you’d like to explore this further, check out our e-book, The Modern Marketing Playbook, here.
