AI isn’t killing human connection—it’s making it more valuable. As AI commoditizes traditional marketing, brands are winning by investing in what can’t be automated: real trust, real people, real communities.

Kathleen Booth is the Senior Vice President of Marketing and Growth at Pavilion, a global community for high-growth GTM professionals. With a background in B2B tech and a deep belief in the power of community, Booth is redefining how brands build trust and scale connection in an age of automation.

Inherently human: As traditional marketing motions become easier to automate, the foundations of brand trust are regaining their importance. "You really need to lean into things that can’t be commoditized," explains Booth. "And one of those is having a strong brand."

Leaders are recognizing that brand isn’t a side project—it’s a moat that protects companies in an increasingly commoditized landscape. "In an age when AI can replicate so many other things, it really can’t replicate the trust that comes from a meaningful brand," says Booth.

In-person is in: As AI continues its sweep, physical connection is becoming more valuable, and in-person events are regaining their place as critical trust-building touchpoints. "AI really can’t give you the value and trust that comes from human connection," says Booth.

Smart brands aren’t just attending events; they’re creating experiences where relationships can form and deepen. The opportunity to build trust face-to-face has become a strategic advantage AI simply can't replicate.