The Experience: Tech Meets Emotional Disconnect
A few days ago, I had an AI-assisted call with Apple to book an in-person tech appointment.
What should have been simple ended up being frustrating, inefficient, and most of all, dehumanizing.
1. My heart sank.
It was an immediate, emotional reaction.
Just hearing the AI agent on the other end made me feel disconnected and unseen.
Due to the specific nature of the device problem I had, I couldn’t find how to schedule an appointment on their website for this issue. I wanted to talk to a human – quickly and clearly – not navigate a robotic teleprompt, even one with a friendly voice.
2. It was inefficient.
I spent five minutes with the AI, then had to request a human.
That transferred me to a support center on another continent, and had to wait and then explain the whole problem again – and that I was just trying to set a local appointment.
By then, I’d already solved the scheduling issue online myself.
All of that – just to set up a simple local in-person Apple Store appointment.
I mean, really: I looked up the Apple Store in Google, called the phone number, which was a local phone number, was sent to an AI agent who couldn’t help, and then was sent to somebody halfway around the world. It felt very dehumanizing and emotionally disconnecting.
3. It damaged the brand.
The experience was frustrating – and honestly, annoying.
Apple, a brand I admire (though honestly, sometimes it feels like a love-hate relationship, but that’s another story 🤣), took a reputational hit in my heart and mind in that moment.
The Irony of In-Person Excellence
When we finally arrived at the Apple Store:
The in-person team was incredible.
They understood the problem immediately, fixed it within minutes, and delivered a truly human experience – attentive, knowledgeable, and kind.
It was gratifying.
It reminded me of something AI simply cannot do:
Connect on a deeply human level.
Where AI Falls Short – and Why That Matters
I’ve worked in AI for years.
I was certified as an AI Business Coach over two years ago. And I still use it every single day.
But experiences like this reveal the cracks in how we’re using it.
And do we really think Apple can’t afford to have humans answer the phone? Even in their own local store?
SMH.
Human Skills Are Still Business Superpowers
We’re asking humans to do more with less.
Less time.
Less support.
Fewer team members.
Higher expectations.
More pressure from profit-first leadership.
But what if we reallocated some of those profits into what really works?
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Strong leadership
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Thoughtful hiring
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People-first culture
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Real human training and development
That’s where the real edge lies for small business owners – especially when competing with bigger brands.
Empathy and Communication: The Competitive Advantage
AI can help.
But what we’re gaining often feels far from what we’re losing.
We were already struggling with communication and leadership before AI.
Now it’s amplifying the gaps.
And the next generation of professionals and leaders are going to suffer, and everyone under them as well.
We need:
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Better communicators
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Better critical thinkers
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More compassionate leaders and teams
The Bottom Line: Tech Can’t Replace Humanity
AI is a tool – not a substitute for empathy.
When we stop leading with our humanity, AI simply reveals the void.
Connection, understanding, and real leadership are still the forces that move business and life forward.
Let’s Refocus: Develop People, Not Just Systems
When we prioritize people – our teams, customers, and communities – everything works better.
Digital systems support the process.
But it’s humans who create sustainable growth.
What Do You Think?
How are you using AI in your business?
Have you had similar experiences with AI agents or AI-assisted services?
Schedule a time to talk with me about how you can build a better business by smartly using AI while staying human-first.
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