(written by Martin Docherty-Hughes)
Artificial intelligence can draft your speech, write your press release and book your train, but it can’t replace the power of showing up in person. A firm handshake, steady eye contact and the tone of someone saying “hello” matter more now than ever.
I have spent years in politics and public life, whether in community halls or Parliamentary committee, I have seen how trust and understanding build through real human contact. That’s still true, even in this digital age.
AI can streamline media, pinpoint messaging, and even help draft speeches, still it can’t replicate the energy of a simple “hello,” a firm handshake, the spark of eye contact, or the chance of a corridor chat those moments that ignite collaboration, innovation, and accountability. Physical networking nurtures the kind of democratic communication vital to our physical and digital future.
Across sectors, AI tools can support policymaking and engagement, though true understanding comes from listening directly to stakeholders, workers, constituents, and grassroots voices; in industry, it’s at events, conferences, and workshops beyond the Zoom world where shared energy builds momentum for tangible change.
Yes, invest in digital competence but don’t let AI become an excuse to neglect grounded, in-person contact. Hybrid communication must be informed by AI and rooted in our shared humanity, because in the real world, we shape ideas together, reflecting our civic values and forging democratic bonds across society.
If your organisation wants to sharpen its message or prepare for meaningful engagement whether on camera or in the room, Scottish Media Training can help. Get in touch to learn more.