believe human creativity, craft and imperfection will always matter more than what machines can generate.
TREND
Human pride
As AI reshapes the world, people are reclaiming the value of the human touch - craft, creativity and experiences that feel unmistakably made by us.
In a world flooded with AI-generated content, 64% of people globally worry that the human touch is being lost. As technology advances, what’s authentically human-made is regaining value. People are rediscovering the worth of the handmade and the human-crafted. This appreciation goes beyond objects and content, extending into real-world experiences.
In an age where technology risks distancing us, human connection becomes a balm, a reminder of what truly grounds us.
Moments shaped by the spontaneity of human interaction are increasingly seen as irreplaceable. Human pride celebrates what sets us apart from machines: our creativity, our emotion and our ability to connect and find meaning together. It’s a reminder to embrace what it means to be human, with all our strengths, flaws and unique identities.
It’s the joy of learning, the pride of mastering a skill and even the humility of making mistakes. And as AI continues to evolve, it’s increasingly experienced as a catalyst for human imagination, amplifying what we can create rather than replacing it.
CASE
Anthropic - Keep thinking
US - Technology
Anthropic, a US-based AI research and safety company, launched the 'Keep Thinking' campaign to position its AI model Claude as a tool that supports, rather than replaces, human reasoning. The initiative encourages people to rely on their own critical thinking, emphasising the irreplaceable value of human judgment in a world increasingly shaped by machine automation.
"I made a stool myself, attached to a mirror. It feels satisfying because it’s something I created with my own hands. Something from nothing and that’s just beautiful. The best part is the imperfections, because people aren’t perfect either and that shows in the things we make.”
The Netherlands, male, 22
What's fuelling this trend
Human truth
People want to feel that their individuality, creativity and human qualities make a real difference and are not something a machine can replace.
Driver: Identity & self-worth
As machines can do more, people want to feel that being human still matters and that their skills are valued.
CASE
Thee Stork Club - AI art ban
US - Entertainment
Thee Stork Club, a music venue in Oakland, California, banned AI-generated art for event posters, citing that it undermines the authenticity and rebellious spirit of the local punk scene. The move reinforces the value of human creativity and preserving the spontaneous, unpredictable energy of live events.
Regional decode
The revaluation of the human is visible across the globe, though it manifests differently by region. In APAC, human pride surfaces most clearly in moments that technology cannot replicate: the creativity, satisfaction and personal meaning that comes from making or shaping something yourself. In Western markets, even where technology can easily step in, people are increasingly choosing the human route, reflecting a deeper revaluation of effort, craft, connection and what it means to be human-made.
“I remember when I started making these little flower totes. I’d seen something I liked on Instagram or Pinterest, so I grabbed some leftover fabric and gave it a try. They weren’t perfect, but it was really satisfying.”
United States, female, 46
CASE
TinCan – The landline, reinvented
United States / Canada – Technology
TinCan reimagines the landline for a digital age, offering a screen-free, WiFi-enabled phone that lets children connect with friends and family without distractions. By prioritising real human interaction over automated or digital noise, the brand champions the value of human connection and presence.
CASE
Puzzle in a bag – The human AI project
Belgium - Toys & games
Puzzle in a Bag, a Belgian puzzle brand, launched ‘The Human AI Project' to invite people to submit their own puzzle designs. By spotlighting community-made creations, the brand celebrates human imagination and imperfection, standing out against a wave of AI-generated content.
CASE
Bottega Veneta - Craft is our language
Italy - Fashion
Bottega Veneta’s 2025 teaser campaign, ”Craft is our language”, celebrates 50 years of artisan weaving, putting the spotlight on the skill, dedication and human mastery behind each piece. By elevating the craftsperson as the hero, the brand honours the pride of human achievement, showing that true value lies not in mass-produced perfection but in the artistry, patience and passion of people shaping their craft.
The human touch where it counts
Human pride is not about rejecting technology but about choosing when and where the human touch matters most. People readily turn to tech for routine or impersonal tasks, like booking travel, automating grocery orders or managing their calendars – time-saving and stress-reducing benefits. Yet they intentionally reserve their own effort for activities that feel personal, creative or identity-defining: cooking a meal from scratch, writing a birthday card or handcrafting something unique.
In these moments, flaws become strengths; they signal authenticity and amplify emotional value. Much like the tradition of Persian rug makers who wove a small flaw into each carpet as a reminder that only divine creations can be perfect.
63% of people globally say they believe in human creativity leading the way over technological acceleration, underlining that human pride is rooted in being the architect of progress, not just a passive user of efficient systems.
"For my daughter’s birthday, I wanted to make something special with my own hands rather than buy a gift. I crafted paper roses and ducks and even sewed her a small hat. Seeing her happy made me proud, it was handmade, full of love and truly for her."
UAE, female, 29
CASE
China's AI news anchors
China - Media & journalism
Chinese broadcasters are increasingly using AI-generated news anchors, offering round-the-clock, cost-effective delivery, but lacking the spontaneity and emotional nuance of humans. Journalism schools are responding by pivoting curricula toward critical thinking, live interviewing and multi-format versatility, ensuring graduates cultivate the human skills that AI cannot replicate.
Generational decode
Baby Boomers stand out for their deep-rooted belief in human connection: 90% say they trust real-life experiences over AI, compared with Gen X (82%), Millennials (76%) and Gen Z (74%). Their concerns about AI reflect that same instinct: almost three in four worry about losing the human touch (73%) and believe that human creativity will lead the way in the future (75%).
Having grown up in a world shaped by lived experiences, Baby Boomers carry that foundation of human trust into everything they do. Younger generations, on the other hand, have grown up with technology woven into daily life, making them more open to AI as part of how they think and decide. Yet even they increasingly crave a sense of grounding that keeps them connected to their human self.
Gen Z
Gen Y
Gen X
BabyBoomers
% trust people with real-life experiences over data-driven or AI-powered tools for advice
“Human presence and artisanal work may be imperfect or slower, but it feels more tangible and natural.”
France, male, 60
“AI can make beautiful things, but it feels emotionless. Creating with your own hands is more meaningful.”
Singapore, female, 18
CLIENT CASE
KitKat – Crowdsourced creativity
Global - Food & beverages
To shape KitKat’s 'Snap Out of It' campaign, we harnessed the power of global creative crowdsourcing, inviting creators from around the world to share fresh ideas. More than 200 storyboards came in from 43 countries. One concept, a medieval take on flat-pack furniture struggles, stood out and became the campaign’s hero idea. The resulting 'Kätapult' film lifted sales and brand equity in Australia and was later rolled out across Europe and the US, showing how human creativity can turn a single spark into global impact.
CASE
Dove – Real beauty redefined for the AI era
Global - Beauty
Dove partnered with Mindshare to launch 'Real Beauty Redefined for the AI Era'. The campaign retrained AI visual algorithms, including Pinterest’s image search, to replace stereotyped, flattened representations of beauty with authentic, diverse images of real people. By correcting AI’s biases and highlighting human variety, the campaign celebrated the nuances of identity and reinforced the irreplaceable value of human representation.
What does this mean for brands?
From artisanal products and personalised services to authentic human to human interactions, there is a growing desire to highlight the people and stories behind brands. The human touch is re-emerging as the powerful differentiator: it elevates craft, celebrates the creators behind the work and curates experiences that feel unmistakably human in a world increasingly shaped by automation.
This isn’t a call to turn away from technology or AI, but a reminder to use it with intention and care. Transparency is key. 77% of people globally believe brands have a responsibility to be clear about how they use AI. When applied thoughtfully, AI should support and amplify human creativity, skill and judgment, not replace it. By showing how technology enhances human effort, brands can build trust, highlight individuality and create experiences that truly resonate.
The balance between technology and human attention is different across markets, so brands need to calibrate this thoughtfully, sometimes leaning more into the human touch, other times letting tech take the lead, while always keeping the underlying human intent at the core.