This blog explores the Human pride consumer trend, why human creativity, craft and imperfection matter in an AI-driven world and how brands can use the human touch to connect and differentiate.

AI can now write, design, compose and create at scale. As a result, content appears instantly, images are flawless and experiences are optimised for speed and efficiency. And yet, something feels missing.

That unease is increasingly shared across the globe. People are starting to question what gets lost when creation becomes effortless. Our research shows that 64% of people worldwide worry the human touch is disappearing as AI-generated content floods everyday life. What once felt impressive now feels interchangeable. Everything works smoothly, but it’s harder than ever to feel truly connected to it.

This tension sits at the heart of Human pride, one of the key trends in our What Matters 2026 report. As technology accelerates, people aren’t rejecting AI, they’re reassessing its role and where human creativity still holds unique value.

So, what is the value of human creativity in the age of AI? And why does it matter more now than ever?

What is the value of human creativity in the age of AI?

AI excels at efficiency, it reduces effort, removes friction and delivers polished results in seconds, making it invaluable for routine, functional and time-saving tasks. But when creation becomes instant and optimised by default, experiences can start to feel flat. They may work perfectly, yet still struggle to resonate on an emotional level.

Human creativity works differently. It is shaped by intention, effort and emotion. Creative work reflects the choices people make, the time they invest and the personal perspective they bring. These elements give human-made outputs depth and resonance that go beyond technical quality or speed.

That distinction is becoming increasingly visible in how people decide what they’re willing to automate and what they want to stay involved in. Booking travel, organising schedules or optimising workflows? Technology is welcome. But when it comes to identity-defining activities – cooking a meal from scratch, learning a skill, writing something personal, crafting or creating – people want to remain hands-on.

As one research participant in the US explains “Creating a photo album, for example, I’d like to do that by myself. I like to get glue and the pictures and a nice photo album and, glue them in there and write comments under the pictures instead of using technology for that just because it is a hobby for me. I like to be creative. It’s fun.“ – US, female, 25​

Our research reinforces this instinct. 76% of people globally believe human creativity, craft and imperfection will always matter more than what machines can generate. Not because humans are more efficient, but because human-made things feel grounded, intentional and emotionally real.

In a world where AI can produce almost anything, the value of human creativity lies in what machines cannot replicate: connection, authorship and meaning. It’s not about competing with technology, but about choosing where the human touch still adds something essential.

Wikipedia offers a powerful illustration of this principle. In its recent campaign marking 25 years of the platform, Wikipedia shifts attention away from technology and toward the people behind the knowledge. The campaign spotlights volunteer editors around the world whose curiosity, judgement and care have built and maintained the world’s largest collaborative encyclopaedia. At a time when AI can generate information instantly, Wikipedia’s message is clear: knowledge is not just data, but a human process. It emerges through debate, verification and shared responsibility. The campaign reinforces that while machines can assist, the credibility and meaning of knowledge still depend on human contribution, something worth protecting.​

Why imperfection and effort make creativity feel authentic

One of the clearest expressions of Human pride is our renewed appreciation for imperfection. In a world dominated by polished, algorithm‑driven outputs, small flaws signal something machines can’t replicate: care, intention and human presence.

A handwritten note. A slightly uneven ceramic bowl. A home-cooked meal that isn’t picture-perfect. Imperfection tells a story. It shows that someone chose, shaped and invested themselves into the work. That visible effort makes creative outputs feel personal, memorable and irreplaceable. It’s a reminder that human touch can’t be mass-produced or copied.

Le Creuset’s hand-finished enamel cookware celebrates this idea. Slight variations in colour or texture aren’t flaws; they are proof that a person, not a machine, shaped each piece. Every pan or pot carries a trace of its maker’s hand, turning cooking into a tactile, human experience that can’t be replicated by mass production or automation. In fact, each cast-iron pan passes through the hands of at least 30 skilled artisans and the production process has remained largely unchanged since 1925. It’s a living testament to craft, care and human pride.

Generational perspectives on human creativity

Human pride is felt across all generations, but it shows up differently depending on age and experience.

Baby Boomers stand out for their deep-rooted belief in real-life experiences: 90% trust human-made interactions over AI and nearly three in four worry that technology may erode the human touch. For them, craft, effort and personal connection are inseparable from value.

Gen X and Millennials also value the human touch but balance it alongside technology. They embrace AI for efficiency, yet deliberately reserve certain activities – cooking a meal, crafting, or storytelling – for hands-on involvement where effort and imperfection signal authenticity.

Gen Z, having grown up in algorithm-shaped digital environments, experiences Human pride differently. They are fluent in technology, yet actively curate experiences to reflect individuality, using AI as a tool rather than a replacement. As one Singaporean Gen Z participant said: “AI can make beautiful things, but it feels emotionless. Creating with your own hands is more meaningful.”

Across generations, the message is clear: human creativity, effort and connection remain irreplaceable, even if each generation expresses this in their own way

What this means for brands: designing with Human pride in mind

For brands, the rise of AI doesn’t diminish human creativity; it sharpens the focus on where it truly adds value.

As automation becomes expected and invisible, efficiency alone is no longer enough to stand out. Speed, seamlessness and technical polish have become table stakes. What differentiates brands today is how thoughtfully they decide where to automate and where to stay human.

Brands that resonate today don’t hide their use of AI, but they also don’t let it replace authorship. They use technology to remove friction behind the scenes, while preserving moments that feel crafted, intentional and emotionally resonant. Human pride shows up when brands leave room for participation, interpretation and imperfection.

A recent example of this thinking in action comes from Apple TV. For its latest brand ident, Apple deliberately avoided CGI or AI-generated effects. Instead, the logo was physically crafted from glass and filmed using real lights, lenses and camera movement. Every reflection and colour shift is the result of material, craft and human decision-making.

In a world where flawless visuals can be generated instantly, Apple chose to make the process visible. The ident celebrates designers, model-makers and cinematographers working together, showing that human effort and intention still create a different kind of value. It’s a clear illustration of Human pride: technology supports the outcome, but meaning comes from how and by whom, it is made.

* The numbers in this article are based on 15 markets: AU, BE, CN, DE, FR, HK, IN, NL, PH, SG, TW, UAE, UK, US, ZA