Every major technology has disrupted business.
Fax machines.
Email.
Slack.
Each one changed how companies communicate and operate — and each one initially faced resistance.
Now we’re seeing the same pattern with AI.
In this episode of thinkfuture, I spoke with Gal Borenstein about how artificial intelligence is reshaping marketing, leadership, and customer relationships — and why the biggest challenge isn’t the technology itself.
It’s trust.
As communication moved from face-to-face interactions to digital channels, many of the signals that previously built trust between companies and customers began to disappear.
Automation accelerated that shift.
Now AI is pushing it even further.
Gal argues that many organizations are rushing to adopt AI tools without a clear strategy or governance structure. Instead of strengthening human relationships, poorly implemented AI risks making companies feel even more impersonal.
We explored:
Why every technology wave disrupts business culture
How digital communication weakened trust signals
The biggest mistakes companies are making with AI adoption
Why brand identity matters more than ever
The generational divide in technology adoption
What ethical AI integration should look like
Gal is optimistic that over the next decade we’ll develop better frameworks for data governance, privacy, and responsible AI deployment.
But that future depends on companies doing something many are currently avoiding:
Slowing down long enough to think.
