Column Saskia Stender: Trust cannot be automated

The other day, I came across another one of those wonderful statements on LinkedIn: “In the age of AI, trust will become the most important factor for success.” I couldn’t help but smile. As if that were something new.

After all, my company has been built on exactly two things for the past 33 years: trust and goodwill.

AI can write a quote, draft an email and even “come up with” an entire marketing campaign at lightning speed. Very impressive. But I have never seen AI shake someone’s hand at a networking event. Nor have I ever heard anyone say: “What a great chatbot. Let’s give it the contract.”

Business is still done between people. During a company visit, at a trade show or simply over a cup of coffee. That is how you get to know each other. You find out whether someone keeps their promises. Whether they return your call. Whether they are honest when something simply cannot be done. You do not build that with a prompt, but through years of personal contact.

Perhaps I am a little old-fashioned in that respect. Or surprisingly modern. Because although everyone keeps saying AI will change the world, I still believe in personal contact. Not just because it is enjoyable, although that certainly helps, but because trust simply cannot be downloaded.

Our trade magazine has existed for decades thanks to people in the food industry. People who share their stories, questions and challenges with us in complete confidence, knowing their words are safe with us. People who choose to give us their business. Our OSVnetwerk also continues to grow because people increasingly want to meet face to face. That is not an algorithm. It is a relationship.

By all means, use AI for the things it does well. I do too. But if you really want to do business, you will still have to leave your desk chair occasionally. A screen can do a lot, but I do not expect to be having coffee with an avatar anytime soon 😊.

Saskia Stender
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