In today’s rapidly evolving business landscape, organizations are looking for ways to work smarter and more efficiently. AI has taken the pole position in that conversation for good reason—it can process vast amounts of data in seconds, reveal patterns humans might miss, and handle tedious tasks. But it can also hallucinate information and weaken real human connection. AI can enhance productivity, but it can’t replace the human time, attention, and experience that strengthen business relationships.
Use AI for what it’s good at such as processing, speed, automation. But don’t let it replace the human side of the business. AI tools make us better by giving us time back to serve customers. However, it can’t replace the key thing that makes this business work: relationships. In his article ‘Smart Boxes, Smarter Business: Where AI Fits and Where People Still Matter,’ Mike Butler explains why companies that combine smart tools with smarter people will win.
Where Does AI Fit In?
We’re not advocating against AI—only for using it intentionally as an assistive technology. As AI-generated content becomes more common, authentic interactions stand out precisely because they take effort. AI’s answers are only as good as the questions asked; biased or incomplete prompts lead to missed insights. Human expertise isn’t just knowing information, it’s knowing what to look for and how to interpret it. The best way to build a relationship with customers is to know the right questions to ask, fully engage and develop an understanding of their situation. Relationships are built on trust and commitment, all of which take time.
Why Human Experience Still Resonates
Consumers today expect personalized, connected interactions. AI still has limitations: it cannot generate true originality, may hallucinate data, and has raised concerns among creators and those who depend on accurate information. A survey by Krista Software found that people overwhelmingly trust humans more than AI in tasks like choosing gifts, writing laws, voting, and doing their jobs.
That’s because real value isn’t just in delivering an answer—it’s in shaping the right questions. Human guidance helps surface considerations customers may not have realized they should ask. Customers measure value not only by speed, but by how understood and supported they feel.
Time invested in relationships signals commitment to a customer. AI can free up time, but a customer who has experienced years of help, trustworthiness and reliability from a supplier will stick with that supplier. A supplier who brings advice, insights, or even special reporting to help a customer will be more valuable over time.
At Domtar, we pair digital insights with physical tools like swatchbooks, printed samples, and magazines that fill gaps virtual resources can’t. Domtar provides customers with market performance data and market insights, demand driver reporting and industry outlooks These materials not only support decision-making but also reinforce trust, credibility, and care. They signal that we understand our customers’ needs—not just today, but well into the future.
In an era of AI-driven innovation, authentic human connections matter more than ever. Businesses that embrace AI while elevating uniquely human strengths will be best positioned to thrive.
