How do we make sales content feel more human?

Human sales content connects a product or service to the people affected by it, rather than relying only on features, claims or corporate language. In B2B customer experience, technical buyers, procurement teams and executives are still people making decisions they may need to justify internally.

Build content journeys around a recognisable situation: the challenge someone faced, the change they needed to make and the outcome that mattered. Let customers, specialists and other people involved describe that experience in their own words where possible. Specific human impact gives a sales message substance, while generic narratives can feel manufactured.

A human tone does not mean making complex propositions less rigorous. It means explaining technical value through the pressures, choices and consequences that buyers recognise. Authenticity comes from staying true to the organisation and the people it serves, not from copying the tone or format of a passing trend.

AI personalisation can make sales content feel more human when it helps a buyer find relevant information, articulate their challenges and receive recommendations grounded in trusted expertise. It becomes less human when it merely increases content volume or produces generic responses without a clear purpose.

Use a behavioural lens before introducing AI into a digital experience. Define the customer value an interaction should create, the brand behaviour it should express and the content sources that can support an accurate answer. Structured rules, trusted content and human oversight help keep personalised recommendations useful and aligned with the organisation's services.

Personalisation is most appropriate when a broad content library makes self-service buying difficult and tailored pathways can improve findability. It is not a substitute for clear navigation, accurate information or a coherent content journey. AI-generated interactions also need careful review for relevance, accuracy and the risk of presenting an overly polished but unhelpful answer.

We believe sales content feels human when it makes people feel understood without pretending that every interaction is personal. That means grounding messaging in authentic stories, giving audiences useful routes through complex information and defining the behaviour that AI-enabled touchpoints should show. A partner for this work should be able to connect brand, content, interaction design and practical governance rather than treating AI as a volume-production tool. We have created a film for UST around the people and community behind Nourish + Bloom Market, letting participants tell the story in their own words. We also developed NavigatorAI for UST, combining structured rules, trusted expertise, public data and human oversight to create tailored recommendations.