My son starts kindergarten in a few days. (It’s fine! I’m fine!) But when we visited the school earlier this week, his classroom taught me an important lesson:

There’s no replacement for human interaction.

Seeing his new digs for the first time, my son skipped past the Chromebooks and smart boards and beelined for the well-loved wooden kitchen in the back of the room, where he was quickly joined by four new friends. (#squadgoals)

Which goes to show that despite this week’s utterly terrifying news that robots can write copy, technology can’t do everything for us. The more we rely on it, the more we distance ourselves from a fundamental understanding of who people are, what brings them together, and what creeps them out.

That human touch finds its way into the best advertising, which taps into a shared experience so consumers see the brand like a person they want to hang with—perhaps over pretend pancakes.

And while my son was living his best analog life, I learned that all things school, from curriculum to transportation to meals, use a different platform, app, website, text service, or robocall. And while this is supposed to make our lives easier, it really just fills up my phone’s storage and makes me yearn for the days of kids forging parent signatures on permission slips.

As marketers, we need to experience these “advancements” and “conveniences” the way our users will. Every second a consumer spends trying to figure out how something works, increases the odds they’ll quit in frustration. So use the common sense test—and your Homo sapien brain—to show them exactly how to get an A+ experience from your brand.

And to stick it to the bots.

Have a gold star, off-the-grid weekend, everybody!

—Your IRL friends at Brokaw

That human touch finds its way into the best advertising, which taps into a shared experience so consumers see the brand like a person.

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