This blog explores how brands are responding to the rise of AI by placing greater value on the qualities technology can’t replicate. Revisiting the Human pride trend from our What Matters 2026 report, it looks at how Etsy, Reddit and Aerie are using authenticity, craftsmanship and human connection to stand out in this AI-powered world.

Six months ago, we launched our What Matters 2026 report, our annual exploration of the cultural shifts and consumer tensions shaping people and brands.

One of the trends we identified was Human pride: the growing desire to reclaim the value of being human in an increasingly AI-powered world. The craft, creativity, emotions, handmade objects, flawed memories and authentic experiences that no algorithm can truly replicate.

Human pride is about celebrating everything that makes us unmistakably human, not despite our imperfections, but because of them.

Now, six months later, we’re seeing more and more brands are leaning into humanity as their competitive advantage. Rather than competing with AI, they’re highlighting the value of real people, genuine creativity and authentic human connection.

Here are three recent campaigns that perfectly capture this shift.

Etsy: Celebrating the beautifully human moments that matter

Rather than competing on speed or convenience, Etsy is doubling down on what makes it different: human creativity.

Its latest campaign taps into a growing cultural sentiment. After years of algorithm-driven recommendations, mass-produced trends and one-click shopping, consumers are questioning whether convenience has come at the expense of individuality.

People are rediscovering the joy of showing up for one another. Hosting dinner parties. Writing handwritten notes. Giving thoughtful gifts instead of generic ones.

Etsy celebrates these wonderfully messy, emotional and imperfect moments that remind us what it means to be alive.

In a world increasingly shaped by automation and sameness, Etsy positions itself as something refreshingly human: real people making meaningful things for other real people.

Reddit: Putting human conversation back at the centre

With its new “People are the best” campaign, Reddit reminds us that the internet’s greatest asset isn’t technology, it’s people.

The campaign celebrates the raw, unexpected and often wonderfully chaotic conversations happening every day across Reddit communities.

At a time when AI-generated content, bots and misinformation make it increasingly difficult to know what’s real online, Reddit positions authentic human conversation as its greatest strength.

Real people sharing real experiences, honest opinions, genuine curiosity and collective knowledge.

Rather than promising perfectly polished content, Reddit embraces the unpredictability that comes from millions of people learning from one another.

Aerie: Choosing real beauty over artificial perfection

Beauty brand Aerie continues to champion authenticity through its “100% Aerie real” platform. Its latest campaign features Pamela Anderson entirely makeup-free and without retouching, reinforcing the brand’s long-standing commitment to celebrating real beauty.

More importantly, Aerie has pledged never to use AI-generated models or digitally alter bodies in its marketing. At a time when generative AI makes it easier than ever to create flawless faces and impossible beauty standards, Aerie is making a deliberate choice to champion reality instead.

The message is simple but powerful: real people are enough.