On September 18th, the Novel team hosted their inaugural fringe event, “Storytelling in an Age of AI,” held at the Hope Street Hotel. This gathering brought together marketers, small business owners, and communication professionals to explore how AI and emerging technologies are reshaping the way we connect with audiences.
The Fifth Industrial Revolution is Here
Keynote speaker Dan Sodergren, a self-described “tech futurist” and marketing veteran, delivered a compelling message: we’re living through the fifth industrial revolution, and those who don’t recognise this risk missing out.
Drawing parallels to historical innovations, Sodergren reminded us that the printing press was once feared as disruptive technology. Yet it democratized knowledge and opened doors to accessibility that transformed society. Today’s AI revolution follows a similar pattern.
The Human Element Remains Crucial
Throughout the panel discussions, a clear theme emerged: AI doesn’t replace authentic human connection. As one panellist noted, “AI still doesn’t touch real relationships and real stories.” This perspective emphasises that while AI can enhance our capabilities, genuine storytelling and relationship-building remain fundamentally human endeavours.
The group stressed the importance of transparency, warning that brands risk losing trust if audiences perceive everything as AI-generated and inauthentic. The message was clear: use AI as a tool, but don’t let it replace the authentic voice that builds real connections.
Key Takeaways
Embrace AI Mindfully: Businesses don’t get to choose whether AI is present – it’s already here. But they can choose how to respond to it strategically.
Quality Over Quantity: In our storytelling, we must prioritise authenticity over volume. Don’t use AI to push out content “like fast food” – there’s already too much noise to break through.
Data as Foundation: Treat data like soil that needs cultivation, not oil to be extracted. Use it to nurture better insights and strategies.
AI is Always Improving: Remember that AI is the worst it will be today – tomorrow it will always be better. This perspective encourages experimentation and learning rather than fear.
Invest in Skills: Training in prompt creation and AI utilisation is becoming essential, but always in service of better human communication.
Looking Forward
The consensus among attendees was optimistic yet grounded: AI offers tremendous opportunities for marketers willing to approach it with clarity, curiosity, and confidence. The key is maintaining the human elements that make storytelling powerful while leveraging AI’s capabilities to enhance rather than replace authentic communication.
Stay Connected
Want to keep up to date on events, news, and programmes around AI and business innovation? Visit the Growth Platform website and sign up to our weekly newsletter for the latest insights and upcoming opportunities.