[{"data":1,"prerenderedAt":332},["ShallowReactive",2],{"article-people-are-the-proof":3},{"page":4,"related":283},{"id":5,"title":6,"slug":7,"date":8,"_updatedAt":9,"external":10,"categories":11,"featuredMedia":16,"blocks":35,"menu":34,"foot":34,"seo":278},"f7jbMCpKSNmlHskAnqxkgw","People Are the Proof","people-are-the-proof","2026-08-24","2026-08-25T18:51:10+01:00","",[12],{"id":13,"slug":14,"title":15},"BNHDMcqGRAmO2nSQJkFHgg","insights","Insights",{"id":17,"_createdAt":18,"alt":19,"title":10,"focalPoint":20,"width":22,"height":23,"thumbnail":24,"small":25,"medium":26,"responsiveImage":27,"video":34},"Pk78dqq8QECiDS4vkhTBYA","2026-08-25T17:37:50+01:00","Abstract iridescent glass form curving through scattered pastel shapes, the opening visual for People Are the Proof.",{"x":21,"y":21},0.5,1920,1080,"https://www.datocms-assets.com/157026/1787675864-people-are-the-proof-hero-poster.png?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1787675864-people-are-the-proof-hero-poster.png?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1787675864-people-are-the-proof-hero-poster.png?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":28,"webpSrcSet":10,"sizes":29,"src":30,"width":22,"height":23,"aspectRatio":31,"alt":19,"title":10,"base64":32,"bgColor":33},"https://www.datocms-assets.com/157026/1787675864-people-are-the-proof-hero-poster.png?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 480w,https://www.datocms-assets.com/157026/1787675864-people-are-the-proof-hero-poster.png?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 960w,https://www.datocms-assets.com/157026/1787675864-people-are-the-proof-hero-poster.png?auto=format&dpr=0.75&fit=max&h=2880&q=95&w=2880 1440w,https://www.datocms-assets.com/157026/1787675864-people-are-the-proof-hero-poster.png?auto=format&fit=max&h=2880&q=95&w=2880 1920w","(max-width: 1920px) 100vw, 1920px","https://www.datocms-assets.com/157026/1787675864-people-are-the-proof-hero-poster.png?auto=format&fit=max&h=2880&q=95&w=2880",1.7777777777777777,"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgLFAoLDhUQDhYVDhgQFhUNFx0ZGBYVIhUdHysjGh0oHRUWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg4OHBANHDscFhwvLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA4AGAMBIgACEQEDEQH/xAAYAAACAwAAAAAAAAAAAAAAAAAABQMEB//EAB8QAAEDAwUAAAAAAAAAAAAAAAABAgMEBSEREhMVMf/EABYBAQEBAAAAAAAAAAAAAAAAAAMCAf/EABcRAQEBAQAAAAAAAAAAAAAAAAACEgH/2gAMAwEAAhEDEQA/ANARiNj9IZGb9Mi/sJOEpSXaZjsD4pBzconNo0AS3C8zLSJgBuRTH//Z","#cc922d",null,{"id":36,"type":37,"blocks":38},"KDrvlow5TN-5P8YNsfD0-Q","blocks_select",[39,64,68,77,79,87,106,108,117,119,136,145,147,168,170,180,182,203,205,214,216,234,236,245,247,264,266,275],{"id":40,"type":41,"eyebrow":42,"breadcrumb":34,"title":6,"titleSize":43,"titleAlignment":44,"label":10,"text":45,"media":46,"mediaMobile":34,"mediaSmall":34,"theme":58,"aligned":63,"mediaFullOpacity":62},"Q5wM_OprQX-HRqeFE1MKcA","media_hero_expanded_block","By Chuck Wells","h3","items-center justify-center","\u003Cp dir=\"ltr\">\u003Cspan>An agent may decide whether you’re seen, but the person still decides whether you’re trusted.\u003C/span>\u003C/p>\n\u003Cp>\u003C/p>",{"id":47,"_createdAt":48,"alt":19,"title":10,"focalPoint":34,"width":22,"height":23,"thumbnail":49,"small":50,"medium":51,"responsiveImage":34,"video":52},"WYI4ZpQoSnu6JvaXIIQM1w","2026-08-25T17:37:42+01:00","https://www.datocms-assets.com/157026/1787675853-people-are-the-proof-hero-loop.mp4?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1787675853-people-are-the-proof-hero-loop.mp4?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1787675853-people-are-the-proof-hero-loop.mp4?auto=format&fit=max&h=2000&q=95&w=2000",{"mp4low":53,"mp4medium":54,"mp4high":55,"width":22,"height":23,"thumbnailUrl":56,"title":10,"duration":57},"https://stream.mux.com/49Ea01CWYAR1k16L161cxKv01JI6csrPBJ/low.mp4","https://stream.mux.com/49Ea01CWYAR1k16L161cxKv01JI6csrPBJ/medium.mp4","https://stream.mux.com/49Ea01CWYAR1k16L161cxKv01JI6csrPBJ/high.mp4","https://image.mux.com/49Ea01CWYAR1k16L161cxKv01JI6csrPBJ/thumbnail.jpg",5,{"id":59,"background":60,"text":62},"KATKjyASTfStX3NerlbDEA",{"hex":61},"#DFE3F2",true,false,{"id":65,"type":66,"space":67},"N0AOaLixRu2BxkY8tYV9kg","space_block","small",{"id":69,"type":70,"eyebrow":10,"title":10,"text":71,"cta":34,"list":72,"stats":73,"theme":74},"UD10thTGQhSzlFH1PNwsnA","text_block","\u003Cp dir=\"ltr\">\u003Cspan>In a pre-pandemic deck, I wrote “best practices are just another way to say boring.” Some higher-up angrily cut the line and said best practices were just that: The. Best.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>I look around today and think my line aged pretty well. The everyday web is converging. Everyone is optimizing against the same playbooks. Every social app is the same app. Every checkout is the same checkout. Everything is Amazon, and it’s all a little, well… boring.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>This sameness is going even deeper with AI. People use AI to hand them best practices, but it’s just a statistical model optimizing for the most probable output (I asked AI to write that about itself), averaging out everything it’s read. This isn’t AI’s fault: it’s the lack of imagination and emotion on the part of the person prompting it.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>The solution? Feeling. I got addicted to Rory Sutherland reels and finally read \u003Cem>Alchemy\u003C/em>. One of his sharpest points is that differentiation must be an emotion. You have the whole range of human feeling at your disposal, but you must make somebody feel something if you want them to choose you over the competition. Emotion holds people’s attention.\u003C/span>\u003C/p>\n\u003Cp>\u003C/p>",[],[],{"id":75,"background":76,"text":62},"X7zqwc2kTyCz55DNc5WVCQ",{"hex":61},{"id":78,"type":66,"space":67},"PF_5EO1ESoWbUiu7V8Goaw",{"id":80,"type":81,"icon":62,"quote":82,"cite":83,"theme":84},"YJPxVGfvSxqxtyh4-cdfEg","quote_block","People don't remember logic. They remember how something made them feel.","Rory Sutherland",{"id":85,"background":86,"text":62},"c7QSVn79ROOhjH_2z3RcUg",{"hex":61},{"id":88,"type":89,"media":90,"theme":103},"cw_LR7NmRGWPyWzXQ1nqLw","media_full_block",{"id":91,"_createdAt":92,"alt":93,"title":10,"focalPoint":94,"width":22,"height":23,"thumbnail":95,"small":96,"medium":97,"responsiveImage":98,"video":34},"dithPdeOQyCeO2rfKwl7gg","2026-08-25T17:38:47+01:00","Iridescent glass spiral wrapping around pastel forms, the closing visual for People Are the Proof.",{"x":21,"y":21},"https://www.datocms-assets.com/157026/1787675919-people-are-the-proof-closing-still.png?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1787675919-people-are-the-proof-closing-still.png?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1787675919-people-are-the-proof-closing-still.png?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":99,"webpSrcSet":10,"sizes":29,"src":100,"width":22,"height":23,"aspectRatio":31,"alt":93,"title":10,"base64":101,"bgColor":102},"https://www.datocms-assets.com/157026/1787675919-people-are-the-proof-closing-still.png?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 480w,https://www.datocms-assets.com/157026/1787675919-people-are-the-proof-closing-still.png?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 960w,https://www.datocms-assets.com/157026/1787675919-people-are-the-proof-closing-still.png?auto=format&dpr=0.75&fit=max&h=2880&q=95&w=2880 1440w,https://www.datocms-assets.com/157026/1787675919-people-are-the-proof-closing-still.png?auto=format&fit=max&h=2880&q=95&w=2880 1920w","https://www.datocms-assets.com/157026/1787675919-people-are-the-proof-closing-still.png?auto=format&fit=max&h=2880&q=95&w=2880","data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwcGCBEJDggHDQkHCBgIDgkGDhEJDQgOFxMZGBYVFhUaHysjGh0oHRUiJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OFQ4QHC8cFhwvLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA4AGAMBIgACEQEDEQH/xAAXAAEBAQEAAAAAAAAAAAAAAAAAAgYB/8QAFRABAQAAAAAAAAAAAAAAAAAAABH/xAAVAQEBAAAAAAAAAAAAAAAAAAADAf/EABcRAAMBAAAAAAAAAAAAAAAAAAABIQL/2gAMAwEAAhEDEQA/AN5HFJPlsmkgASgw/9k=","#de5633",{"id":104,"background":105,"text":62},"IUPw2-4VRCShxGOn7ir5EA",{"hex":61},{"id":107,"type":66,"space":67},"PsYNeKxjSSKmPP0MqB0HEw",{"id":109,"type":70,"eyebrow":10,"title":110,"text":111,"cta":34,"list":112,"stats":113,"theme":114},"TLcOmsRjQoCs2Zrl-U2lwQ","\u003Ch2 dir=\"ltr\">\u003Cspan>Same technology, opposite effect.\u003C/span>\u003C/h2>","\u003Cp dir=\"ltr\">\u003Cspan>That feeling has to come from somewhere. I called a doctor’s office recently. An AI natural language receptionist walked me through booking an appointment with optimum efficiency. But the experience communicated to me that I’m not worth a human’s time. My call is something to optimize away.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>I get it: in healthcare, booking is probably the right part to automate. But what stuck with me was the tone it set for everything after it. \u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>Especially when, a week later, I was in LA and wanted to see the Lakers. Couldn’t get tickets so went to Cosm to watch the game on a screen. \u003C/span>\u003Cspan>A screen so huge and immersive, that I knew instantly I’d never go see basketball in person again. \u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>LeBron was sweating and joking a few feet away, larger than life and in high definition. The screen took a human being and amplified him. Every feeling in the room got bigger because the humanity was made bigger. \u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>Same underlying technology. Opposite effect. \u003C/span>\u003Cspan>The difference was whether the experience became more or less human.\u003C/span>\u003C/p>\n\u003Cp>\u003C/p>",[],[],{"id":115,"background":116,"text":62},"J8LV2QKESrusDhiDo3iX1g",{"hex":61},{"id":118,"type":66,"space":67},"fPs7Dtw_TWWJ762kY0KEBQ",{"id":120,"type":89,"media":121,"theme":133},"cRMlN_RrR522IFwPsgQXbw",{"id":122,"_createdAt":123,"alt":34,"title":34,"focalPoint":124,"width":22,"height":23,"thumbnail":125,"small":126,"medium":127,"responsiveImage":128,"video":34},"TqwfpAVgSJKtgweEDNsIKQ","2026-08-25T18:22:38+01:00",{"x":21,"y":21},"https://www.datocms-assets.com/157026/1787679636-untitled-august-17-2026-at-20-47-57-4.png?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1787679636-untitled-august-17-2026-at-20-47-57-4.png?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1787679636-untitled-august-17-2026-at-20-47-57-4.png?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":129,"webpSrcSet":10,"sizes":29,"src":130,"width":22,"height":23,"aspectRatio":31,"alt":34,"title":34,"base64":131,"bgColor":132},"https://www.datocms-assets.com/157026/1787679636-untitled-august-17-2026-at-20-47-57-4.png?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 480w,https://www.datocms-assets.com/157026/1787679636-untitled-august-17-2026-at-20-47-57-4.png?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 960w,https://www.datocms-assets.com/157026/1787679636-untitled-august-17-2026-at-20-47-57-4.png?auto=format&dpr=0.75&fit=max&h=2880&q=95&w=2880 1440w,https://www.datocms-assets.com/157026/1787679636-untitled-august-17-2026-at-20-47-57-4.png?auto=format&fit=max&h=2880&q=95&w=2880 1920w","https://www.datocms-assets.com/157026/1787679636-untitled-august-17-2026-at-20-47-57-4.png?auto=format&fit=max&h=2880&q=95&w=2880","data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgLFQoLDhEVFg0VDh0VFg4NFxgdGBYVIhUaJisjHR0oHRUWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OHA4NHDUcFh07NS8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA4AGAMBIgACEQEDEQH/xAAYAAACAwAAAAAAAAAAAAAAAAAEBgABBf/EAB0QAAEEAwEBAAAAAAAAAAAAAAMAAQIFBCGRExH/xAAWAQADAAAAAAAAAAAAAAAAAAACAwT/xAAYEQADAQEAAAAAAAAAAAAAAAAAARECA//aAAwDAQACEQMRAD8AXaslnOHzzfiMKC0fbDfi0sGzYcdCZEtfScrR8WRc4kPYo2JbjHHoUuKk95WSI+MzyDHiim3tUI//2Q==","#fdd100",{"id":134,"background":135,"text":62},"PuT2h89DS1G_NRWJbjb1Fg",{"hex":61},{"id":137,"type":70,"eyebrow":10,"title":138,"text":139,"cta":34,"list":140,"stats":141,"theme":142},"ZFYr_paiRq-vla7NkGWt2w","\u003Ch2 dir=\"ltr\">\u003Cspan>Because we optimized for the wrong friction.\u003C/span>\u003C/h2>","\u003Cp dir=\"ltr\">\u003Cspan>For 15 years, we’ve removed distractions, cleared obstacles, sped customers to conversion. But our success? It’s less for the user, and more for the “job to be done.”\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>But friction is life. Friction is literally how we hold things, how we hold people. Pleasantries, surprises, figuring out where the milk is in the store, all friction, all optimized out of online transactions because hey, I just need filters for my cat’s water fountain and I need them tomorrow.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>And for the cat fountain filters, that’s the right call. Nobody wants a relationship with a checkout flow when the checkout is a minor touchpoint.\u003C/span>\u003Cspan>\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>But what happens with agentic commerce when the AI owns discovery, comparison and recommendation? \u003C/span>\u003Cspan>When your relationship with a customer may only be a checkout flow? \u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>When even life decisions are mediated through AI, where are you still human? \u003C/span>\u003Cspan>Where do you make somebody feel something? \u003C/span>\u003Cspan>Where do you amplify a person instead of optimizing them away? \u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>Today, there’s pressure from every side, from every dashboard. Remove a step and watch conversion climb in tandem. Add the right kind of friction and the payoff is a renewal two quarters out, in a metric nobody’s bonus is tied to. We built companies that can measure the cost of trust but not the value of it.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>There’s a balance. A good mechanic wants to turn a profit and build trust, so he shows you the worn part after he replaces it. When people’s livelihoods depend on transactions, they manage to make the transaction feel human. We used to do that online. We optimized it away.\u003C/span>\u003C/p>\n\u003Cp>\u003C/p>",[],[],{"id":143,"background":144,"text":62},"LGMHo7YdTgCznt39TOHdww",{"hex":61},{"id":146,"type":66,"space":67},"FyBeVA2MQyCLpKfkM6D8ig",{"id":148,"type":149,"title":150,"text":151,"media":152,"caption":10,"theme":165,"reverse":63},"bXM_n373SMGW5UT0ic9dDg","media_text_block","\u003Ch2 dir=\"ltr\">\u003Cspan>Win the agent, then win the person.\u003C/span>\u003C/h2>","\u003Cp dir=\"ltr\">\u003Cspan>There’s a new user standing in front of your actual customer. Peter Smart, our chief experience officer, has made the case that an AI agent audits your online presence in milliseconds and if your data is coherent, the Agent trusts you. Cites you. So if you want to win over a person, you have to win over the machine that decides whether the person ever sees you. You cannot fake coherence for an agent.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>I propose a corollary. You optimize for the agent that decides whether to recommend you, but its approval buys you nothing unless, when a human clicks through, they see something human in the result. Coherence gets you shown. Emotion gets you trusted.\u003C/span>\u003C/p>\n\u003Cp>\u003C/p>",{"id":153,"_createdAt":154,"alt":155,"title":10,"focalPoint":34,"width":23,"height":156,"thumbnail":157,"small":158,"medium":159,"responsiveImage":34,"video":160},"NX1GNf-ITF2hm_dqKIDbQw","2026-08-25T17:38:12+01:00","Vertical crop of an iridescent glass form encircling pastel shapes, illustrating an AI agent standing between a brand and its customer.",1350,"https://www.datocms-assets.com/157026/1787675883-win-the-agent-win-the-person-loop.mp4?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1787675883-win-the-agent-win-the-person-loop.mp4?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1787675883-win-the-agent-win-the-person-loop.mp4?auto=format&fit=max&h=2000&q=95&w=2000",{"mp4low":161,"mp4medium":162,"mp4high":163,"width":23,"height":156,"thumbnailUrl":164,"title":10,"duration":57},"https://stream.mux.com/Zni4eVOIGrfLf78wziiAussRbr5hW9br/low.mp4","https://stream.mux.com/Zni4eVOIGrfLf78wziiAussRbr5hW9br/medium.mp4","https://stream.mux.com/Zni4eVOIGrfLf78wziiAussRbr5hW9br/high.mp4","https://image.mux.com/Zni4eVOIGrfLf78wziiAussRbr5hW9br/thumbnail.jpg",{"id":166,"background":167,"text":62},"WxZxeCxNTG2A7ElJniD4ow",{"hex":61},{"id":169,"type":66,"space":67},"WSS00b4qRnClWZ4Cx9b8CA",{"id":171,"type":70,"eyebrow":10,"title":172,"text":173,"cta":34,"list":174,"stats":175,"theme":176},"VzWsa0ixQey6XDpigkcF6Q","\u003Ch2 dir=\"ltr\">\u003Cspan>So how do you build emotion into AI?\u003C/span>\u003C/h2>","\u003Cp dir=\"ltr\">\u003Cspan>Show the people behind the AI: a name attached to the work, a real person’s review, a founder who signs what they ship, a “talk to a human” five minutes in. Visible evidence that someone with a reputation stands behind the experience and the customer’s time is valued.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>Then, like the mechanic, show a bit of the work. Provide sensory feedback. Build in the right kind of friction. Especially if the AI works out of sight. \u003C/span>\u003Cspan>\u003C/span>\u003C/p>\n\u003Cp>\u003C/p>",[],[],{"id":177,"background":178,"text":63},"ZZHNiYxNTWC5J082kS0eGA",{"hex":179},"#9099BA",{"id":181,"type":66,"space":67},"CrsnM4poTAaIuAP4fG1PtQ",{"id":183,"type":149,"title":184,"text":185,"media":186,"caption":10,"theme":200,"reverse":62},"AyPP4opdSU2lhOHb29vQyA","\u003Cp>The right kind of friction\u003C/p>","\u003Cp dir=\"ltr\">\u003Cspan>When Fantasy \u003Cspan style=\"text-decoration: underline;\">\u003Ca href=\"ww.fantasy.co/work/priceline-penny\" target=\"_blank\" rel=\"noopener\">designed the identity and motion for Priceline’s AI travel assistant, Penny\u003C/a>\u003C/span>, its recommendations were accurate and being used. The adoption gap was about trusting an intelligence that travelers couldn’t see.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>An obvious move was to make Penny warmer, more confident, or have a friendlier voice. Instead, we prioritized transparency. We created distinct visible states for each part of Penny’s response (listening, thinking, generating), and added user interactions other than chat, like sliders. \u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>When Penny pauses, it shows it’s working. If it can’t deliver a result, it offers alternative next steps, not a dead-end. The motion, tone and flow convey excitement, wonder and serendipity.\u003C/span>\u003C/p>",{"id":187,"_createdAt":188,"alt":34,"title":34,"focalPoint":34,"width":189,"height":190,"thumbnail":191,"small":192,"medium":193,"responsiveImage":34,"video":194},"b560kIQYQbSmaUCLP2YzEA","2026-07-21T20:09:55+01:00",1534,2048,"https://www.datocms-assets.com/157026/1784663323-priceline-penny-ai-interface-intentional-visual-form.mp4?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1784663323-priceline-penny-ai-interface-intentional-visual-form.mp4?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1784663323-priceline-penny-ai-interface-intentional-visual-form.mp4?auto=format&fit=max&h=2000&q=95&w=2000",{"mp4low":195,"mp4medium":196,"mp4high":197,"width":189,"height":190,"thumbnailUrl":198,"title":34,"duration":199},"https://stream.mux.com/YIEClTnfB011eCFkLsy01CaVpfkNH6RU008/low.mp4","https://stream.mux.com/YIEClTnfB011eCFkLsy01CaVpfkNH6RU008/medium.mp4","https://stream.mux.com/YIEClTnfB011eCFkLsy01CaVpfkNH6RU008/high.mp4","https://image.mux.com/YIEClTnfB011eCFkLsy01CaVpfkNH6RU008/thumbnail.jpg",13,{"id":201,"background":202,"text":63},"dEB-OacvRu-E2Hon-SqFOQ",{"hex":179},{"id":204,"type":66,"space":67},"UmPdGkbLT9-vSJSztxYWmg",{"id":206,"type":70,"eyebrow":10,"title":207,"text":208,"cta":34,"list":209,"stats":210,"theme":211},"H9RTrCOLTO6yz1Cn5PE9OQ","\u003Ch2 dir=\"ltr\">\u003Cspan>You can’t fake all of it, all of the time.\u003C/span>\u003C/h2>","\u003Cp dir=\"ltr\">\u003Cspan>AI is very good at sounding like us now. The receptionist who booked my appointment had a warm voice, natural pauses. Most people can’t spot the difference. In one widely cited study, a chatbot’s answers to patient questions were rated more empathetic than real doctors’ answers. Then researchers ran the flip side: told people a machine wrote the message and the exact same words ran cold.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>So you can fake emotion, for a while. But you can’t survive the reveal. Every synthetic “sincere” apology is one screenshot away from becoming the story about your company, and the market is now full of people and agents whose favorite hobby is the reveal. Sounding human and being trusted are different things.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>I’m talking about a different kind of trust. Software can be reliable (we trust calculators all day). But the trust that builds a business is accountability: a person’s name on the line if the thing fails. The mechanic shows you the worn part because his reputation sits with it on the workbench. A signature means something because it costs the signer. Real life has a handshake; AI has to offer equivalent proof. That’s the one thing it still can’t fake: not a warmer voice, but something human at stake.\u003C/span>\u003Cspan>\u003C/span>\u003C/p>",[],[],{"id":212,"background":213,"text":63},"ErElh1WYQwGN90p3XiOukw",{"hex":179},{"id":215,"type":66,"space":67},"HOIGcaqJTkOokKIw93wmpQ",{"id":217,"type":89,"media":218,"theme":231},"MeDIr3Z_TNOEAO3dlxvSsA",{"id":219,"_createdAt":220,"alt":221,"title":10,"focalPoint":222,"width":22,"height":23,"thumbnail":223,"small":224,"medium":225,"responsiveImage":226,"video":34},"TYhprGhVSpirej0rjFiHBA","2026-08-25T17:38:02+01:00","Iridescent glass ribbon sweeping past a trail of soft pastel forms, illustrating how digital experiences converge.",{"x":21,"y":21},"https://www.datocms-assets.com/157026/1787675873-ai-experience-sameness-iridescent-forms.png?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1787675873-ai-experience-sameness-iridescent-forms.png?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1787675873-ai-experience-sameness-iridescent-forms.png?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":227,"webpSrcSet":10,"sizes":29,"src":228,"width":22,"height":23,"aspectRatio":31,"alt":221,"title":10,"base64":229,"bgColor":230},"https://www.datocms-assets.com/157026/1787675873-ai-experience-sameness-iridescent-forms.png?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 480w,https://www.datocms-assets.com/157026/1787675873-ai-experience-sameness-iridescent-forms.png?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 960w,https://www.datocms-assets.com/157026/1787675873-ai-experience-sameness-iridescent-forms.png?auto=format&dpr=0.75&fit=max&h=2880&q=95&w=2880 1440w,https://www.datocms-assets.com/157026/1787675873-ai-experience-sameness-iridescent-forms.png?auto=format&fit=max&h=2880&q=95&w=2880 1920w","https://www.datocms-assets.com/157026/1787675873-ai-experience-sameness-iridescent-forms.png?auto=format&fit=max&h=2880&q=95&w=2880","data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgNERYNDhEODg0NDREOFg4YFxYZGBYTFiEaHysjGh0oHSEWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OFhAOHDUcFhwvLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA4AGAMBIgACEQEDEQH/xAAZAAABBQAAAAAAAAAAAAAAAAAFAAEDBAf/xAAcEAACAgIDAAAAAAAAAAAAAAABAwACBTEEESH/xAAVAQEBAAAAAAAAAAAAAAAAAAADAv/EABkRAAEFAAAAAAAAAAAAAAAAAAABAgMSIf/aAAwDAQACEQMRAD8A0Fpv3JaklXsENyLCNR65BhUYz2hxqpfDRW24oDtzWGxikVE0/9k=","#d36c42",{"id":232,"background":233,"text":63},"UBNoxON-Tu65zfH5a6h5fA",{"hex":179},{"id":235,"type":66,"space":67},"P0DJFt2XQGS58_SaRtYywg",{"id":237,"type":70,"eyebrow":10,"title":238,"text":239,"cta":34,"list":240,"stats":241,"theme":242},"L4OrKWnOTMCqsVTc73tzZA","\u003Ch2 dir=\"ltr\">\u003Cspan>Take any AI experience you’re shipping and ask 4 questions.\u003C/span>\u003C/h2>","\u003Col>\n\u003Cli>Where in this does a person actually show up?\u003C/li>\n\u003Cli>When it fails, is there something human in the response?\u003C/li>\n\u003Cli>Can the user watch it work, or can they only wait?\u003C/li>\n\u003Cli>What here could a competitor rebuild by Friday, and what could they never copy at all?\u003C/li>\n\u003C/ol>\n\u003Cp dir=\"ltr\">\u003Cspan>That last question is the most important. Your idea is already out there. Your interface is easily copyable. But the part that’s uniquely yours are the people behind it, the human story that led to its creation, and (dare I say) the best practices you willingly ignore.\u003C/span>\u003C/p>\n\u003Cp>\u003C/p>",[],[],{"id":243,"background":244,"text":63},"eFqn4gzcQ3u8i3kIqUlb1Q",{"hex":179},{"id":246,"type":66,"space":67},"W9KU9tYBTjWG8PTeJrHk_Q",{"id":248,"type":89,"media":249,"theme":261},"QsTVDKGERu-_hm7lr3cnuw",{"id":250,"_createdAt":251,"alt":252,"title":10,"focalPoint":34,"width":22,"height":23,"thumbnail":253,"small":254,"medium":255,"responsiveImage":34,"video":256},"bGhbqVhYTlGOP8lSaoQ0sw","2026-08-25T17:38:30+01:00","Pastel forms drifting around a translucent iridescent loop, illustrating emotion built into an AI experience.","https://www.datocms-assets.com/157026/1787675903-building-emotion-into-ai-experiences-loop.mp4?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1787675903-building-emotion-into-ai-experiences-loop.mp4?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1787675903-building-emotion-into-ai-experiences-loop.mp4?auto=format&fit=max&h=2000&q=95&w=2000",{"mp4low":257,"mp4medium":258,"mp4high":259,"width":22,"height":23,"thumbnailUrl":260,"title":10,"duration":57},"https://stream.mux.com/5VtRVzHxzWLVe16IHMnTyMdcgRz4KuAG/low.mp4","https://stream.mux.com/5VtRVzHxzWLVe16IHMnTyMdcgRz4KuAG/medium.mp4","https://stream.mux.com/5VtRVzHxzWLVe16IHMnTyMdcgRz4KuAG/high.mp4","https://image.mux.com/5VtRVzHxzWLVe16IHMnTyMdcgRz4KuAG/thumbnail.jpg",{"id":262,"background":263,"text":63},"WgPMsmB3QXWMC6A5MgPe1A",{"hex":179},{"id":265,"type":66,"space":67},"eI9zHw_7RMyNUBtw74iKWg",{"id":267,"type":70,"eyebrow":10,"title":268,"text":269,"cta":34,"list":270,"stats":271,"theme":272},"YM5KqyEhRu2_i-4nWlfF_A","\u003Ch2 dir=\"ltr\">\u003Cspan>People are the proof.\u003C/span>\u003C/h2>","\u003Cp dir=\"ltr\">\u003Cspan>Everyone can build the same product. Prototypes are a commodity. One thing that doesn’t converge, however, is the credibility of the people behind the work. Build the intelligence, then show us the humanity. That’s the part no one can fake.\u003C/span>\u003C/p>\n\u003Cp>\u003C/p>",[],[],{"id":273,"background":274,"text":63},"bxOApMJuSe2qMkRcsQrDug",{"hex":179},{"id":276,"type":66,"space":277},"U3MA8xU1R6-RFm3QKEOuxA","large",{"noIndex":63,"title":279,"description":280,"image":281},"How Do You Build Trust Into an AI Experience? | Fantasy","AI can sound human, but it can’t put a reputation on the line. Fantasy on why coherence gets you shown, emotion gets you trusted, and people are the proof.",{"url":282},"https://www.datocms-assets.com/157026/1787675929-people-are-the-proof-og-card.png",[284,313],{"id":285,"slug":286,"title":287,"date":288,"categories":289,"featuredMedia":294},"NDER0IrPQ9KpLPStFEBqYA","figma-design-system-ai-components","How We Build: When the Design System Writes the Code","2026-08-14",[290],{"id":291,"slug":292,"title":293},"MRKCA8y-RtSXQRHCBbP9Og","innovation","Innovation",{"id":295,"_createdAt":296,"alt":297,"title":10,"focalPoint":298,"width":299,"height":300,"thumbnail":301,"small":302,"medium":303,"responsiveImage":304,"video":34},"dE42b8zaTvuAc13ByzOusg","2026-08-14T23:52:16+01:00","A design system spread out as UI screens, color ramps, pricing cards, a health dashboard, and a 3D digital twin viewer, showing the components generated from the 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