In a world where technology drives transformation, the real challenge isn’t the tools—it’s the people. I sat down with my longtime friend Dev Mukherjee, a seasoned Chief Transformation Officer with a deep background in technology and a knack for inspiring organizations to embrace change, to discuss whether AI can actually make a company’s customers feel more valued (and why that both excites and terrifies me). Over the years, Dev has led transformations in both public and private equity-backed companies, proving time and again that while technology enables change, it’s the people who make it happen.
Our conversation explores the intersection of AI, relationships, and transformation. We debated how to balance efficiency with empathy, scale with authenticity, and innovation with humanity. Spoiler: It’s not about humans or machines—it’s about humans and machines. Here’s how we see the future unfolding. *(Our hope is this is a conversation “starter,” the beginning, not the end.)
INTRODUCTION:
Ted: Ted Rubin here—author, speaker, and advocate for Return on Relationship. I believe business thrives when technology amplifies human connection, not replaces it. AI’s a powerful tool, but only if we keep people at the center. Marketing will truly win when humans control the machines instead of the machines controlling the humans.
Dev: Dev Mukherjee here—Ted’s old friend, ex-IBM and Microsoft alum, now helping companies transform, adapt and evolve. I’m here to argue that AI isn’t the villain in your story, Ted. It’s the sidekick we’ve been waiting for.
THE CONVERSATION:
Ted: Thanks for the chat, Dev. You know I’m all for innovation, but let’s get real: Relationships aren’t built in spreadsheets. When’s the last time you felt seen by a brand? Was it because an algorithm predicted your coffee order? Or because a human remembered your kid’s name and asked how soccer season went? That’s the magic no machine can replicate.
Dev: Agreed—but what if AI helps humans do more of that magic? Salesforce uses AI to flag at-risk customers so reps can step in personally. Humans use the data to deepen relationships. Isn’t that your ROR in action?
Ted: If it’s done right. My issue isn’t with the tool—it’s with how companies use it. AI can’t replace empathy, but it can free up time for reps to focus on it. Imagine if Zappos had AI handling shipping logistics so their teams could spend more time on those legendary two-hour customer calls. That’s the sweet spot.
Dev: Scale matters, Ted. Netflix’s recommendation engine makes users feel understood—even if it’s just algorithms. Humans set the strategy; machines handle the grunt work.
Ted: Oh, I love what Netflix does! But let’s not confuse personalization with connection. The algorithm might know you watch shark documentaries, but it doesn’t know you’re hooked because you and your dad bonded over Jaws when you were a kid. That’s where humans come in. AI surfaces the what; we provide the why. REI’s community hikes? That’s humans creating spaces for shared stories—AI can’t light that fire, but it can fan the flames.
Dev: IBM’s AI connects isolated seniors to volunteers based on shared hobbies. One woman said it gave her a reason to leave the house. Isn’t that humanity amplified?
Ted: That’s beautiful—but let’s give credit where it’s due. The humans who built the system cared. The volunteers cared. AI was the bridge, not the builder. My fear? Companies will slap “AI-powered community” on a press release while cutting budgets for real outreach. Tech can’t replace human intent—it just scales it.
Dev: Tools like Woebot aren’t therapists, but they’re there at 2 AM. Humu’s AI detects burnout so managers can act before someone quits. Isn’t that progress?
Ted: It’s a start. But Band-Aids aren’t cures. If managers ignore those nudges, or companies use AI as a PR stunt while ignoring toxic cultures, nothing changes. AI’s a spotlight—not a solution. Humans have to walk into the light and fix what’s broken.
Dev: LinkedIn’s AI spots niche communities; humans nurture them. Machines highlight opportunities; humans bring the heart.
Ted: Now that’s the hybrid future I can get behind. Glossier didn’t need AI to find superfans—they listened to their community and let them co-create products. But imagine if AI helped them spot emerging trends faster? That’s tech and humans dancing, not competing.
Dev: Microsoft embeds ethics into AI frameworks. Imagine a CX platform that whispers: “Customer’s stressed—slow down.” Humans still decide.
Ted: That’s the key! But only if those ethics are shaped by diverse voices—not just engineers. AI’s a mirror, Dev. If we don’t like what it reflects, we fix ourselves, not the code.
Dev: Relationships evolve. Why not let AI help us care smarter?
Ted: Oh, I’m all for it—as long as we don’t confuse “smarter” with “colder.” I can imagine an AI helping with more mundane tasks so I can write twice as many handwritten notes. Or reps having time to ask, “How’s your dog?” instead of rushing to the next ticket. That’s the future I want: machines handle the noise, humans handle the nuance.
Dev: So… AI’s the loom, humans are the weavers?
Ted: Exactly. But let’s keep the loom in the workshop—not the living room. Deal?
Dev: Deal. And if the loom ever starts knitting sweaters without us, we pull the plug.
Ted: You’re buying the first round if that happens.
ALWAYS REMEMBER… Relationships are like muscle tissue, the more you engage them, the stronger and more valuable they become. That’s at the heart of RETURN ON RELATIONSHIP.