The human factor in the ‘over-digital’ landscape

In an increasingly automated world, building relationships based on trust, empathy and authenticity is an asset that no algorithm can replicate.

As technology advances and Artificial Intelligence (AI) optimises processes, it becomes increasingly strategic for companies to recognise people as their key differentiating factor. This is a transformative shift, with an impact far greater than is often anticipated. It is the strongest, most personalised and authentic relationships that enable collaborative and sustainable growth.

Digitalisation is not measured solely in terms of operational efficiency. Elements such as empathy, active listening and closeness remain essential. When we place the human dimension at the heart of our strategies, innovation manifests itself in the creation of richer, more fluid and memorable experiences. Using technology to enhance, rather than replace, human relationships builds trust and increases opportunities for customer loyalty.

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in O Jornal Económico. By Miguel De Soria Entrena, Member of the Portuguese Direct Selling Institute (IPVD) & Communication Manager at Amway