What can't AI replace?

Working on a variety of projects has sharpened my understanding of what remains uniquely human—those experiences and connections that algorithms and data can’t replicate. In a world increasingly dominated by discussions of AI's capabilities, I want to offer some perspective on what AI can (perhaps) never replace.

At an AI startup, I've often felt caught between two opposing forces. On one hand, I’ve spent my career in social psychology, a field that champions the complexity of human emotions and relationships. On the other hand, I’m now immersed in a world where technology often attempts to simplify and, at times, replace those very human elements. The tension is often uncomfortable. It has also given me a lot of time to think about where I’d wager humans will always prevail in the human-AI equation.

The rush to automate and optimize often overlooks a simple truth—some experiences are valuable precisely because they involve a human touch. When we pay for a service, we often seek more than just a transaction; we seek an emotional connection, a transformation only a human facilitator can provide. Put another way, sometimes we value something because at its heart is a facilitator that makes an experience emotionally transformative for us. The deeper the emotional resonance, the more we’re willing to pay for it. This holds true across industries, from education and healthcare to finance and entertainment.

This is where companies experimenting with AI need to tread carefully. While AI can streamline tasks and create efficiencies, there’s a dangerous risk in overestimating the niches that AI can fill. In some cases, the market will push back violently because the value of the service is inherently tied to the human element.

Great teachers = great facilitators

Great teachers are much more than information delivery systems. At bluefoxlabs.ai, we see it all the time when consulting with school districts—teachers are worried about AI coming for their jobs. But here's the thing: AI won't replace teachers because what makes a great teacher isn't just the content they deliver. The internet made pretty much all the material you learn in kindergarten through graduate school available online, for free. What makes a teacher is the way they connect, inspire, and guide students. Put another way, great teachers are master facilitators.

One reason for this is that teachers offer an emotional guideline to help you through setbacks. They don't just lecture; they identify and nurture each student's unique strengths and weaknesses. Sure, a video or an app can tell you what you got wrong, but a teacher can tell you why you got it wrong and how to fix it, and to actually inspire you to do so. They get that learning is an emotional rollercoaster, not a straight line. When a student hits a wall, it's the teacher's empathy and encouragement that help them push through.

Another reason is that teachers act as role models. Teachers aren't just educators; they're agentic exemplars of how to navigate the world. They show students how to handle setbacks, engage with complex ideas, and interact respectfully with others. This kind of mentorship is invaluable, shaping students not just academically but as human beings. But they’re also role models of content mastery; that is, they demonstrate the kind of person they can become through content mastery. One of my greatest role models in high school was my English teacher for 7th, 9th, and 11th grade—Stacey Hetrick. I was impressed at how sharp her tongue was, the way her mind ran circles around even the brightest of us. She always had a quick retort whenever challenged and could articulate and command even the most bizarre points. She made prose and literature stir my blood. And she saw the best in us, effectively telling us that someday, we could command a mastery of words like she did. Teachers like Mrs. Hetrick don’t just “teach” us. They evolve us as people.

Perhaps someday AI can simulate these interactions, offering personalized learning plans or adaptive learning algorithms, but the genuine empathy, encouragement, and role modeling that fuel these relationships remain distinctly human. The most promising AI systems should enable people to “facilitate” more, and reduce the time we spend toiling away at the mundane.

Financial shaming: the curious case of Caleb Hammer

Facilitators are at the heart of many of the services we seek. A prime example is Caleb Hammer, the host of the popular YouTube series and one of my personal favorites, "Financial Audit." In his show, participants voluntarily expose their financial situations and face Caleb's ruthless roasting. The appeal of the show lies in its raw and unfiltered approach, where Caleb doesn't shy away from chaotically ridiculing his guests for their poor financial decisions.

For example, one of my favorite videos is titled “Delusional Model is a Clown.” In it, Caleb lampoons a young woman, a self-styled “model, influencer, and entrepreneur,” for her absurd spending and debt. She habitually eats out, doesn’t pay her bills, buys a luxury car, and so on. She explains her optimism for her modeling career as “well, I'm blessed…the universe just favors me,” to which Caleb calls her out her delusion and narcissism. It’s a savage dismantling. Here are some of the thumbnails from Caleb’s channel:

I recently shared a video from this channel with a friend. They were horrified at how aggressive Caleb was in the video. She asked a fair question: “Where does he find the people to come on? Why in the world do people subject themselves to this?”

Actually, you have to apply to be on the show. People see how Caleb roasts his guests, and they want the same. You see, many of the people watching Caleb’s show know that their spending habits are no good. That their impulses are driving them to financial ruin. The information on how to change their lives—a simple budget to follow—could be found in 10 minutes of Googling. But information isn’t what’s lacking. What’s lacking is something to facilitate the information’s impact on the individual.

And therein lies the magic. Caleb’s real role is one of facilitator, cutting through the noise and self-deception to make the consequences of bad decisions hit home, emotionally. The guests on his show know they're screwing up, but Caleb's emotional cocktail of tough love and sharp wit makes the truth impossible to ignore. He doesn't just highlight the dollars and cents; he lays bare the habits and mindsets that lead to those financial train wrecks and provides a socializing context for those ideas to impact the emotions and identities of the guests.

Caleb's ability to connect with people, to make them feel the weight of their financial choices, is what makes him a facilitator that transcends mere information delivery. He's not just an advisor who provides information; he's a motivator, a reality check, and, yes, sometimes a well-meaning jerk. It’s what makes him effective.

Human facilitators exist everywhere in products and services

Caleb’s show, Financial Audit is no doubt unique. But Caleb’s value as a facilitator isn’t. Human facilitators are the unsung heroes of the marketplace, seamlessly embedded in nearly every product and service we encounter. They're the secret sauce that turns mundane experiences into unforgettable moments, adding a layer of emotional resonance that makes things remarkable. Whether through personal interactions, endorsements, or storytelling, human facilitators inject depth and meaning into our daily lives. Consider a few pervasive domains:

1. Advertising: When a beloved actor endorses a product, it’s not just a transaction; it’s a story we willingly buy into. This isn’t just about slapping a celebrity's face on a billboard—it's about leveraging the emotional capital we've built up over years of watching, admiring, and connecting with that individual. The actor's human touch makes the product relatable and desirable, elevating the brand's appeal in a way that feels personal and authentic. It’s no wonder that marketers have to walk a narrow line when using AI in their advertising.

2. Social Media: Remember the Ice Bucket Challenge? This wasn’t just a fundraiser for ALS; it was a global phenomenon fueled by personal connections and public participation. Celebrities, athletes, and everyday folks dumping ice water on their heads created a sense of community and purpose that was electric. It was a masterclass in shared experiences, showing that human facilitators can drive engagement and awareness. They only raised some $220 Million.

3. Story Telling: Ever heard of the "Significant Objects" project? It’s a fascinating experiment on how storytelling can elevate the perceived value of ordinary items. In this art and anthropology experiment, authors crafted compelling backstories for random thrift store objects—essentially imbuing them with a compelling human story—and sold them on eBay. The result? Items that were originally bought for a few dollars ended up selling for much higher prices—often 50 to 100X more. All the products and services we use carry narratives attached, whether we realize it or not. And those stories come from entirely human experiences.

AI might analyze consumer preferences and suggest products, but it doesn’t capture the nuanced storytelling and personal facilitation that a human can provide. Think of the impact of a heartfelt product story shared by someone you admire compared to a soulless algorithmic recommendation. It's the difference between a warm embrace and a cold handshake. AI might excel in efficiency, but it provides little of the social equity that elevates products and services around us.

Good AI enables facilitation; bad AI replaces it.

AI and human facilitators aren't competing forces. Ideally, they're complementary elements that can work together to create exceptional experiences. AI excels at processing large volumes of information, streamlining mundane tasks, and synthesizing basic text and media. This allows human facilitators to focus on their roles' more nuanced and relationship-driven aspects.

• Augment Facilitation: Peloton’s Live Classes: Peloton integrates AI to track metrics such as resistance, cadence, and heart rate during both live and on-demand classes. In live sessions, these metrics are available to human instructors, who use them to provide real-time, personalized feedback and motivation. The AI enhances, but the human facilitation remains the secret sauce to their success. Humans are also the reason for their hilarious and endearing viral leaderboard pranks. (Sometimes a powerful experience can emerge organically and without planning, provided we give them the space to occur. They are among the universe’s most interesting gifts.)

• Replace Facilitation: Mirror by Lululemon: Mirror provided on-demand workouts led by pre-recorded instructors, supplemented by AI features like form correction. The AI attempted to replicate the role of a personal trainer by delivering automated feedback and adjustments, but it lacked the dynamic, interactive component that Peloton’s live instructors bring to their classes. No live shout-outs, no real-time motivation. It was canceled in 2023.

Consider the emerging and often unsettling market of AI companions:

• Augment Facilitation: Enter Sunnie from Flouriship. An AI that doesn’t just chat but actually helps you connect with other people—more like a digital wingman for your social life. Sunnie curates advice to put into practice with your relationships richer, keeping the emotional core where it belongs: with you and your friends. The AI is there to boost your connections, not replace them.

• Replace Facilitation: Now meet Friend’s Digital Chatbot—a well-meaning, but misguided attempt to be your new BFF. This AI tries to mimic those deep, late-night convos but ends up outsourcing the very essence of human connection. What you get isn’t a friend, but a robotic facsimile, leaving the genuine emotional bonds at the door. The user comments on their advertisements are appropriately ruthless.

Conclusion

The human elements provided by facilitators—the connections we cherish, the emotional bonds we form, and the value we derive from our efforts—are the beating heart of our society. AI can augment and enhance many aspects of our lives, but it can't replace the irreplaceable. The future of AI lies in complementing, not supplanting, the unique human experiences that define our existence. As we continue to innovate and integrate AI into our lives, let’s not forget the profound value that only we, as humans, can bring to the table.

See you at the next one,

Pete

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