Why Storytelling in Business Matters More Than Ever in the Age of AI

Hands down, AI is impressive, intimidating, and a little bit addictive. Whether you’re casually tinkering with ChatGPT or trying to convince your boss that a robot won't steal your job, we’re all knee-deep in the AI era.

But here's the twist: The more advanced tech becomes, the more human your brand needs to be.

That’s where storytelling in business comes in. And no, nothing too complex. Just plain old authentic, emotionally intelligent narratives that make people feel something. The kind that cuts through algorithmic noise and reminds us that there are actual humans behind the screen.

And this, by the way, was the core of David Rowan's talk at the Growth Summit. If you haven't watched it yet, you really should! Here’s the link to the talks.

AI might be the engine, but storytelling is still the driver

Rowan summed it up perfectly: AI is becoming the electricity of our time - powering everything, everywhere, invisibly. But when everything becomes commodified, what's left to differentiate you from every other brand out there?

Simple. Your story.

When technology is democratised, emotion becomes your edge. That’s why storytelling in business is non-negotiable.

At the Growth Summit, Rowan called out the one skill that defines high-performing brands and leaders in an AI-saturated world: their ability to tell compelling, human-centric stories.

What makes storytelling in business so powerful?

Your customers are the heroes (you’re just the guide)

Here’s a common mistake: thinking your product is the main character. It's not.

In effective storytelling, your customer is the hero. You’re the mentor. Think Dumbledore, not Harry.

What you need to do is:

• Identify their "dragon" (the problem they’re facing)

• Paint a picture of a better world (how their life improves post-dragon)

• Show them the journey (and how your product or service supports that transformation)

This is what Rowan calls the "Hero's Journey" model. It's timeless, proven, and gets people genuinely invested.

Business Storytelling vs. Traditional Messaging

Building a brand that people feel

Why culture and storytelling go hand in hand

You can’t fake a good story. You live it.

That’s why storytelling isn’t just a marketing tactic, it’s woven into your internal culture, team dynamics, and purpose. Rowan gave shoutouts to brands like Valve and WhatsApp at the Growth Summit for a reason. These companies didn’t just have cool tech. They had clarity of mission, strong internal narratives, and teams who believed in the story they were building.

If you want to attract top talent, make your company’s story worth joining.

How to start telling better stories

Not sure where to start? Focus on these storytelling basics:

• Simplicity: If it takes more than 30 seconds to explain your value, you’ve lost them.

• Emotion: Facts tell, stories sell. People buy feelings, not specs.

• Relatability: Speak their language. Avoid buzzwords like "synergy" unless you want to sound like an AI yourself.

Take inspiration from Rowan’s talk. You can watch it here.

AI is changing fast. But the need for storytelling? That’s eternal.

If you're feeling overwhelmed by the pace of change, you’re not alone. Rowan admitted as much at the Growth Summit: even tech insiders are shocked at the speed of AI development. From one-person billion-pound companies to emotionally expressive robots, we’re truly living in wild times.

But here's the deal: while tech evolves, the fundamentals of human connection remain the same. We crave meaning. We respond to stories. We choose brands that "get" us.

So whether you're using AI to write emails, plan campaigns, or build chatbots, the story you tell through those tools is what makes the impact.