8 Technology, Software & Marketing


17TH SEPTEMBER 2026


THE LONDON BUSINESS GUIDE AN ADVERTISEMENT FEATURE DISTRIBUTED WITH The return of human marketing


Elizabeth Bennett speaks to Emma Critchley-Lloyd, founder of marketing & PR agency Big little Ldn, about the rise of unpolished content in an increasingly AI-heavy world


Whether it’s Instagram or TikTok, we’re getting used to spotting content that seems too good to be true, or simply feels off. From robotic videos to poorly written identikit posts, AI-generated content is flooding feeds and audiences are getting smarter at noticing.


Now, an alternative approach is rapidly building.


Have you noticed a shift towards human-focused marketing? Definitely. Covid and the shift to remote working broke down many of the barriers between


our professional and personal lives. AI accelerated the demand for more authentic communication.


Do you think non-polished content is performing better than highly produced campaigns? People appreciate rawness more


now. It started with TikTok, but has spread across all online platforms and AI has driven this further. Even on a professional platform like LinkedIn, I’ve seen how writing something you’re genuinely passionate about in the moment always does better than a carefully crafted, scheduled post.


Why is founder-led content resonating so much right now? People buy from people, and that hasn’t changed. For example, a personal LinkedIn account tends to perform better than a company’s LinkedIn page. However, in order to cut through the ever-increasing online noise, founders can’t all just be spouting the same stuff about the services or products that their company provides. Tey’ve got to be well-rounded individuals. Te more interesting you are and the more eyeballs that are on you, the more you develop potential business connections.


CONTENT MARKETING/PEXELS USER-GENERATED CONTENT/PEXELS


What part is user-generated content playing? Client or customer case studies have always been the gold standard of what you should be aiming for. However, with AI increasingly creating a disconnect between what’s real and what isn’t, genuine


customers advocating for a product or service without scripts or actors is more important than ever.


Can AI-generated marketing ever work well? I think of it like design: everyone can spot bad design, but people don’t point out good design. It’s the same with AI. If it’s being used really well, you won’t notice it. When it’s obvious, it completely defeats the whole objective of the content in the first place. You’re trying to get people to click, not skip. I think the benefits of AI aren’t in content but the administrative efficiencies that it’s bringing, particularly to smaller, already stretched teams.


Looking to the future, what should businesses remember when it comes to marketing? Tat you can’t outsource marketing to AI. You can’t replace human empathy and you can’t replace human stories. Tat’s why personal branding and personal stories are so important. Your experiences and your own story make you unique and AI can’t replace that.


And what’s the one thing businesses should all be focusing on more? As more people use ChatGPT and other large language models instead of traditional search engines, traditional PR through third-party mentions are becoming increasingly valuable. Tis means, the more that you’re cited in external publications, the better. Double down on being visible in all the places where you think your customers are searching.


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