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In a recent interview about Nexus, Harari highlighted a particularly striking idea: while previous communication technologies—such as the printing press, radio, television, and social media—allowed us to command attention at scale, none of these technologies created intimacy at scale. This is where AI represents a radical shift in how we interact, both personally and commercially.

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AI: From Commanding Attention to Creating Intimacy

Harari argues that AI, through advancements like voice assistants, chatbots, and in the near future, AIavatars and robots, will be capable of replicating human-level intimacy. This won’t just be a matter of more efficient customer service or smarter automation—it will be about building relationships that feel personal and genuine. AI will increasingly be able to engage in conversations that mimic human behavior, understanding context, tone, and even real-time emotional cues through facial recognition and body language mimicry.

In Harari’s words, “AI could transform from a tool to manage information to an entity capable of holding intimate, human-level conversations, creating a new paradigm of interaction between humans and machines.”

What Does This Mean for Brands?

For brands operating in an ever-crowded digital landscape, this presents both challenges and opportunities. Traditionally, marketing has relied on grabbing attention—whether through short-form content on social media, experiential events, or traditional advertising. But with the rise of AI-driven interactions, the challenge will no longer just be about visibility; it will be about creating meaningful connections.

Take, for instance, customer service.The current landscape is already shifting toward automation—think of the self-service kiosks at fast-food chains or virtual agents popping up in social media DMs. These touch points, while efficient, lack the warmth of a real human interaction, often leaving customers feeling disconnected. But with advancements in AI, brands will have the opportunity to create more intimate, human-like experiences at scale. Voice assistants, for example, can adapt their tone and responses based on the customer’s mood, and AI avatars could soon mimic human body language, making these interactions feel deeply personal.

This capability aligns with Harari’s observation that “we are transitioning from an age of mass communication to an age of intimate communication.” Brands will need to rethink their strategies to not just command attention, but also cultivate deep, ongoing relationships with their customers.

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A New Era for Progressive Brands

So, what does it mean to be a progressive brand in this new AI-powered landscape? It’s no longer enough to be simply innovative or disruptive. The brands that will stand out in the age of AI will be those that can blend cutting-edge technology with a human touch.

A successful brand of the future will not only meet customers where they are—on social platforms, in virtual spaces, and through AI interfaces—but will do so in a way that feels genuinely personal. As Harari notes, “Technology, when used wisely, can bridge the gap between efficiency and empathy.” In the near future, brands might leverage AI not just for transactional engagements, but to build trust and foster loyalty in ways that feel deeply personal.

Brands that manage to create these intimate, human-like connections through AI will command not just attention, but emotional loyalty. The implications are vast, from enhancing customer experience to reshaping entire service models.

Looking Ahead

Harari’s work reminds us that AI’s greatest potential lies not just in automation but in its ability to change how we relate to one another. As brands, we must ask ourselves: are we prepared to embrace AI not just as a tool for efficiency, but as a way to build intimacy at scale? Are we ready to use AI to create customer experiences that feel personal and meaningful, even when the human touch is absent?

The future of branding will not simply be about getting noticed—it will be about forging lasting relationships in a world where AI can be both an interface and an intimate partner in communication. The progressive brands that succeed in this space will be the ones that learn to harness the power of AI not to replace human connection, but to enhance it.

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