Why I think AI will make storytelling more important

Over the past few weeks, I’ve noticed more of my connections, colleagues, and friends discussing the professional and environmental implications of AI-generated content. One observation that caught my attention was many of these people, who do not claim communication as their career, remarked that AI-generated graphics often fail to make an impression or generate engagement with their intended audiences. I found that significant. 

Here were people who are not communication professionals - trained to analyze campaign performance or creative strategy - noting something was missing. They could feel the difference. 

We all know, AI is here to stay. How far it evolves, and how we choose to use it, is something we, as a society, will continue to navigate. I think there is great value in using AI to help reduce mundane, repeatable tasks to improve efficiency. However, I don't think it will ever supplant human creativity. In fact, I think the opposite may happen.

As AI becomes more capable of producing content, authentic storytelling will become even more important. 

When used strategically, AI is a powerful tool. Like many communicators, I use it intentionally to help streamline processes and accelerate certain aspects of my work. AI is good at generating words, organizing information, and identifying patterns. But what it can't do is generate lived experiences. Only people can do that. 

Our personal histories, unique perspectives, and hard-earned lessons are what transform information to meaning. They are what allow us to take the volume of what AI can generate in seconds and use our education and years of experience to craft a unique and memorable narrative. 

That's how we marry the technology with our art. We move beyond simply sharing information and begin telling stories that inspire and drive people to action. People connect with people, and when stories are shared, meaningful connection occurs. Stories create emotional resonance and help brands become memorable. 

Throughout my career, I've seen firsthand how stories strengthen brands. Many years ago, while working in the corporate marketing department at TTI, Inc., I watched as the company's CEO sold one of his large assets and made a substantial donation to a local women's and children's hospital. I've told that story countless times over the years because it revealed something important about the company's leadership and its organizational values. It made the brand more human ... more memorable. 

Later in my career, I joined a company that had experienced a devastating tornado at its headquarters. Several years had passed since the disaster, yet employees still spoke about it with remarkable emotion and clarity. What stayed with people wasn't the event itself. It was how the organization came together, supported one another, and emerged stronger on the other side. The story of resilience and perseverance remained long after the tragedy.  

I hope when people engage with me and my brand, they remember my own story: a military child who learned to adapt by moving every few years, and a lifelong reader whose love of books ultimately shaped a successful career in communication. Those experiences have informed how I see the world, how I connect, and how I help brands.

At the end of the day, facts inform, but stories connect. And like Maya Angelou said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel." 

I truly believe that's how we, as communicators, continue to rise above the noise. We connect. We create meaning. We make a difference. 

I'd love to hear your story. What life experience or lesson has shaped who you are today? If you'd like to share it over a cup of coffee, I'd welcome the conversation. After all, every meaningful connection begins with a story. Let's keep sharing.