Let’s reconnect. Why, even with AI, human connection still wins.

December 2025: Everyone has an opinion about how AI will change what we do – and for good reason. Better research, faster insight, smarter targeting – the gains are real, and we feel them every day. We use these tools at 393 because falling behind isn’t an option. Those not looking to make AI part of their workflows will soon struggle to compete.

But there’s also the risk of forgetting why PR teams are onboarded in the first place – to tell stories that land with other people.

Human connection is still the differentiator

Human connection sits at the heart of everything we do. We’re in the business of people – clients, reporters, stakeholders, audiences. AI can surface a trend, but it won’t give you the small, human detail that makes a reporter pick up the phone or explain why a story keeps people talking in the pub for weeks. Those sparks come from conversations and relationships built over small, human, interactions.

This is clear in client work. The media respond to clarity and trust, not just a clever angle. In pitches, the follow up that wins coverage is the one that reminds the journalist there’s a human on the other end. Those details are earned, not searchable.

Staying audience-first

We’re audience first at 393. That means understanding where audiences live, how they think, and how to speak to them. AI helps us spot patterns, but crafting an idea that truly resonates still needs a person to interpret tone, culture, and nuance.

Recently we’ve seen a real appetite for in-person connection. Clients and journalists have been keen to meet for “festive catch-ups” – and there’s a warmth and spontaneity in those conversations that a video call just can’t replicate. Tech helps to keep projects moving, yes, but sometimes tone gets flattened.

People buy from people. Trust is built by people. Authenticity – the kind that shows up in a hallway chat or over a shared coffee – reads loud and clear.

Using AI deliberately, so humans can do what humans do best

For us, this looks like keeping audience insight human led – using AI to help come up with ideas, then interrogating them in conversation. Treating in-person time as an investment, not a luxury. Automating the mundane and protecting human energy for strategic decisions, creativity, and connection.

We don’t need to choose between being innovative and being human. The smartest agencies will do both. They’ll adopt the tools that sharpen their teams and use the human intelligence those tools enable to connect meaningfully with audiences.

That’s the approach we champion at 393 – audience-first thinking, plus people-first doing.

As the year closes…

Prioritise the conversations that matter. Let’s tell stories about tech improving lives, but let’s do it in a human way. AI will change what we do, but it doesn’t have to change everything.

By Natalie Williams, Account Manager