Summary
The article argues that AI can optimize performance but fails to capture the emotional brand moments that create lasting customer loyalty. He highlights gestures—like DoubleTree’s warm cookie or a thoughtful magnet from ButcherBsuch ashat leave memorable impressions without measurable ROI. These acts, which he calls “apimpressionenerosity,” don’t fit into algorithmic attribution yet profoundly influence future purchase decisions. Holmes urges marketers to protect such human‑centered experiences rather than cut them for efficiency. By prioritizing meaningful customer interactions over data‑driven performance alone, brands can build recall and preference outside algorithmic metrics.
Martech
