Storytelling in Business: Human Connection Over AI

We recently had the pleasure of recording an engaging podcast episode exploring the power of storytelling in business—and we couldn’t wait to share some of the highlights with you.  We were joined in the TakeOneTV podcast suite by Leesa Morris, the Storytelling Copywriter, Zoe Groves, Video Storytelling at Take OneTV and hosted by Karen Pawlowska, also from TakeOneTV.   The conversation was dynamic and full of actionable insights, especially around how to create a narrative that resonates with your own ideal audience.  

Leesa said, 'Authentic human connection is everything.' And the group agreed that stories are how we’ve made sense of the world for generations—they've been hardwired into us ever since we sat around camp fires on the Savannah and told stories to share history and information, or listened to the Medieval Mummers tell the tales of what was happening around the country.  So this isn’t just a trendy marketing tactic; it’s a fundamental part of how we relate and build trust. The most impactful brands don’t just offer products or services—they tell stories that make us feel something.

This emotional connection is pivotal. Research consistently shows that the majority of our decisions are emotionally driven. While we might rationalize these choices afterward, the initial impact stems from feelings. Think of iconic advertisements like those by John Lewis; their success lies in their ability to evoke emotions and forge meaningful connections with viewers. This emotional resonance is key to creating memorable brand experiences. Unlike dry statistics, which are easily forgotten, stories embed themselves in our memories thanks to the brain’s association of emotion and memory.

Zoe Groves reinforced this message, emphasizing the synergy between storytelling and visuals. Images and videos, combined with a well-crafted narrative, create a powerful and memorable experience. Pictures act as a visual language, complementing and enhancing the emotional impact of the story. This holistic approach captures attention and leaves a lasting impression. After all, isn’t visual storytelling, in its essence, a way of conveying a message, a story, from one person to another?

Good storytelling is not about listing stats or dry features. It’s about emotion, relatability, and creating memorable moments. In fact, research shows that around 70% of decisions are driven by emotion. So when you’re thinking about your messaging, take a moment to ask yourself: how does it make people feel? 

Of course, we can't avoid the topic of AI. While it’s a great support tool—perfect for gathering ideas or drafting outlines—it still can’t replicate the nuance of human experience. AI might help assemble the ingredients, but only a human can truly bring the recipe to life with emotional depth and originality.

Zoe aptly describes AI as a “prediction engine,” smushing together existing human-created content to produce something that merely resembles originality. However, this manufactured narrative lacks the authenticity that resonates with readers. The lack of genuine human experience and emotion is palpable, and readers often subconsciously detect this artificiality, resulting in a diminished connection with the brand. A bit of buyer beware with AI, it can be good but you still need a human in the room.

Our guests on the podcast, Lisa and Zoe, were in full agreement: authenticity will always outperform automation. There’s no substitute for the real, lived experiences and emotional intelligence that make a story truly compelling.

Thinking about telling your own business story on video or want to investigate some great case studies? We’d love to chat—your story deserves to be heard.