[NEW INSIGHT] Why multimedia is becoming a CEOs most powerful thought leadership tool in 2026
Right now, everything is apparently powered by AI. Even my toothbrush. From consumer gadget brands to multinational SaaS giants, what AI is powering most of all is a labelling frenzy.
Brands are competing to look technologically advanced, but how much intelligence actually sits behind the “AI-powered” badge is far less clear.
I like to think that by 2030, I’ll be able to buy a Gemini x Oral-B iO194 Onyx Electric Toothbrush that will learn my brush routine and connect via the Internet of Things to my speaker, whereby it’ll orchestrate a unique musical score to serve as the motivating backdrop for each brush. Imagine finishing off the back-right molar to the crescendo of Ode to Joy!
However, at the other extreme, I’m far less inclined to look forward to an AI-powered robot dentist rummaging around in my mouth.
Most products today aren't becoming intelligent — they’re becoming labelled.
But somewhere in the large middle sit companies that are still majority human-powered, yet selectively AI-assisted.
In my dental-themed example, that’s my insurance provider. If AI can automate back-end processes and reduce my premium, great. But do I want an algorithm deciding a dental emergency claim? Probably not.
I’m both sceptical and optimistic about AI — like most people. But many consumers remain unconvinced.
Around 70% of UK consumers used AI in daily life in the six months to April 2025, according to EY. That still leaves a sizeable minority who are indifferent or actively avoiding it.
What I’m saying is this: there may be a growing market for companies that choose not to lead with AI at all.
In a world rushing to automate everything, choosing to stay human may become a differentiator.
Could “human-powered” become a differentiator? A principle? Even a line in an ESG report? In a world racing to automate, choosing to stay human may eventually offer its own competitive edge.