Talking to people in the age of big tech
As companies engage in an ‘AI arms-race’, professional services brands should not lose sight of telling an effective human story as part of their services. Holly Hunter, managing partner at Nelson Bostock, part of Accenture Song, explains why human understanding is still key to developing strong stories in technology.
Are you a technology business or a people business? For professional services and B2B brands, the answer has never been more complex – or more important. That’s because today, technology and innovation are table stakes, but making people feel, think or do something is the way businesses can win.
We’ve witnessed a litany of technology brands, for example, make the shift from an emphasis on hardware to human needs, focusing on solving problems people are facing daily.
Meanwhile, digital platforms such as Reddit are positioning themselves as the centre of human curation, conversation and authenticity – even as AI becomes omnipresent in content delivery. The convergence of human and technology is blurring the lines, making it essential for professional services to clarify their story and purpose. Ask a Millennial where they go for real human opinions and stories, it’s Reddit.
The risk is that as automation, AI, and data analytics take centre stage, the unique human qualities that businesses are built on – like trust, empathy, creativity and lived expertise – can be overshadowed. Yet, these are the very qualities that set firms apart in a crowded market. The innovation story is no longer enough; what matters is how innovation feels to clients, teams, and communities – even in a B2B environment.
It’s fair to say that as the human world and technology convene, things are getting a little more complicated. Which leads us to the question: how can you communicate human-centricity while still showing up as a high growth innovator?
Human understanding is key to developing strong stories
We know that B2B buyers are difficult to engage with. Whether you’re speaking to prospects, customers, industry figures or employees, knowing what your audience cares about is key to getting communications right. This is the case no matter your industry.
Yet there is light at the end of this B2B tunnel. Research by the LinkedIn B2B Institute shows that emotionally resonant campaigns outperform purely rational ones by up to 7 times in terms of long-term business impact. These findings highlight a reality: technology may drive progress, but human stories drive connection and trust.
For professional services and B2B brands, innovation is rarely just about adopting the latest technology. It’s about using that technology to solve real, human problems, in ways that matter.
Telling this story effectively requires more than credentials and case studies. It demands emotional storytelling grounded in human understanding. The most effective professional services communications are those that blend technical innovation with real-world relevance, creating a narrative where every advancement is an act of care.
Emotional storytelling
For too long, B2B has been seen as the domain of logic and rationality. But in reality, even the most technical decisions are influenced by emotion, by trust, reassurance, and inspiration. Emotional storytelling is the bridge that turns complex solutions into relatable, memorable experiences. It is, as GoDaddy’s “Act Like You Know” campaign and Mastercard’s “Room for Everyone” have shown, the spark that drives both engagement and loyalty.
In professional services and B2B, the most powerful stories are those told not by the brand, but by its people and clients. Business leaders like Jensen Huang (Nvidia), Jeff Lawson (Twilio), and Eric Schmidt (Google) embody this approach, humanising technology through authentic, expert voices that resonate far beyond technical circles.
Ultimately, while it may sound like a trite soundbite, every business is now a technology business. Your story of innovation is no longer distinctive. What sets a consultancy or professional services firm apart is its ability to communicate the deeper benefits of technology. Benefits that are, at their core, unmistakably human.
Communication through stories
We communicate best through storytelling. This makes this element not just a business imperative, but the currency of attention in a time-strapped world. But for stories to be truly effective, they must do more than inform. They must create the conditions for “dual processing,” engaging both thought and feeling.
Narratives that make people think and feel are the ones that stick, shape beliefs, and inspire action. In this sense, storytelling is both a science and an art – one that professional services firms must master to build lasting resonance and relationships.
In a world where technology is table stakes, it is the human story that wins attention, trust and loyalty. Storytelling, powered by creativity and anchored in human understanding, will define the next generation of business leaders. Those who master the art and science of narrative, making people think and feel, will be the brands shaping beliefs, forging connections, and driving progress in the digital age.
But human understanding is not static; it’s shaped and reshaped by the very stories we tell. Every narrative, every campaign, every case study is an opportunity to learn, adapt, and deepen this connection. The brands that treat storytelling as a living, evolving discipline, part science, part creativity, are the ones best placed to foster trust and loyalty in a changing world. Because they’ll be the ones talking directly to the person behind the screen, rather than the algorithm powering it.
