Technology is evolving at an unprecedented pace, reshaping industries and redefining how businesses interact with customers. But in this era of automation and artificial intelligence, one fundamental truth remains: the human touch still matters.
In a recent episode of The Chat, I had the pleasure of speaking with Ellza Malok, a leader who has navigated the worlds of data science, psychology, and business strategy. From her experiences growing up in Kosovo to leading teams in today’s digital-first landscape, she brings a unique perspective on how businesses can balance technology with empathy.
From War-Torn Childhood to Business Leadership
Ellza’s journey began in what was once Yugoslavia, where she witnessed firsthand the rapid shift from a unified society to one torn apart by conflict. This experience deeply shaped her understanding of human perception, psychology, and the power of narratives.
Her professional path took her into data science, but as she puts it, “Math and science were easy, but they weren’t interesting.” She ultimately pivoted back to her creative side, recognizing that business success isn’t just about numbers – it’s about people.
Her biggest takeaway? Businesses don’t just make money; they’re responsible for the people who help build them. A former CMO she worked with put it best:
“We are a company that makes money, but we are also responsible for the 3,000 people that we employ and their livelihood.”
Where AI and Automation Go Wrong
With AI becoming more prevalent in marketing and business operations, many companies are struggling to maintain a personal, human connection. While AI can be an incredible enabler – equalizing access to resources, scaling outreach, and improving efficiency – it often lacks the nuance and emotional intelligence that define meaningful interactions.
Ellza points out that this over-reliance on automation mirrors what has happened in industries like CGI in filmmaking. While the technology has improved, some productions now prioritize automation over human creativity, leading to lower-quality output.
This same issue applies to AI-driven marketing and customer engagement. If companies don’t give humans the time to iterate, fine-tune, and infuse creativity, AI can quickly become generic, uninspired, and ineffective.
“AI should be seen as a door opener, not an automator.”
Why Human Interaction Still Wins in Business
One of the most insightful moments in our conversation was around the role of human engagement in sales and customer service. Businesses often assume AI chatbots can replace human interactions, but in reality, customers still crave connection, especially in high-value, high-impact decisions.
Live chat, for example, is most effective at the two key moments in the customer journey:
✅ Early Research Phase – When customers are gathering information and forming their perceptions of your brand.
✅ Final Decision Phase – When they need that last push of reassurance before committing to a purchase.
In both cases, a human touch can make the difference between a conversion and a lost opportunity.
The lesson? AI has a place, but human connection builds trust, credibility, and lasting relationships.
B2B Must Learn From B2C
Another critical discussion point was how B2B businesses are lagging behind B2C in delivering a frictionless, engaging customer experience.
E-commerce brands have mastered intuitive design, instant answers, and a seamless purchase journey. Yet many B2B companies still operate with outdated, bureaucratic processes, forcing customers to jump through unnecessary hoops just to get basic information.
Ellza’s insight?
Even in B2B, buyers are still people. They expect the same ease of experience they get from Amazon, Netflix, or Uber. Businesses that recognize this and prioritize customer experience will gain a massive competitive advantage.
Final Thoughts: The Future of Business is Human-Centric
At the heart of our conversation was a simple but powerful idea:
🚀 The best businesses are not just tech-driven – they are human-driven.
Technology should enhance human capabilities, not replace them. AI should support creativity, not stifle it. And businesses that prioritize relationships over transactions will ultimately win in the long run.
If you want to hear more from Ellza Malok about the future of technology, business, and the human touch, listen to the full episode here: The Chat – The Human Touch in Business: Balancing Technology and Empathy
