“Within the next 3 years, there will be so much AI, in particular AI video, people won’t know if what they see or hear is real. Which will lead to an explosion of f2f engagement, events and jobs.”
Mark Cuban posted this thought in June 2025. We’re seeing similar insights from other sources as well, not to mention echoes via some recent work with clients. The prediction points to something we’re already experiencing: as AI floods the market with synthetic content, authentic human connection becomes increasingly valuable
It’s basic supply and demand – when the real thing (authentic human interaction) becomes scarce and difficult to verify due to a flood of fakes (AI content) in the marketplace, the value of the face-to-face (f2f) human interaction increases.
The AI Paradox
AI vs human interaction is creating an “AI paradox”. While yes, AI will displace some jobs, it will also make some roles more valuable. It will also create a net gain of about 78 million new opportunities. Additionally, the difference is not always in the job, but the human in the role.
As AI handles more tactical and automated work, “soft skills”—power skills, in our view—and emotional intelligence are becoming premium differentiators, especially for building trusted networks and strong communities.
The Overlooked ROI of Relational Capital
Many companies are focusing on tactical AI skills, though the landscape is quickly shifting toward more intuitive AI interfaces. AI-enablement is essential to remaining competitive, no doubt, but it’s our view that it’s not the entire end game.
A recent survey from KPMG showed that Gen Z, for example, overwhelmingly believes they can adapt to AI in the workplace. Fortune magazine put it this way in an August 2025 article:
While half of the respondents expect roughly 20% of their jobs to be automated once they start full-time roles, 92% believe they can adapt. What they want from their employers isn’t protection from technology—it’s mentorship, stability, and a healthier balance between work and life.
On the flip side, too much AI in place of human interactions in the workplace and with clients could lead to empathy atrophy and undermine trust.
What we are seeing is that the most effective leaders are doubling down on building relational capital, a strategic move that turns out to be very timely on both the employee side and the customer side.
“A strong ‘bank’ of relational capital is a key element in organizational performance. Decades of research confirm that social capital delivers measurable benefits including improved team performance, increased knowledge transfer, and greater innovation.“
What to do in the Reputation Era
So how do we build this relational capital in practice? The systems effective leaders use aren’t new—we’re just operating in what we might call a “reputation era” now (Swift fans, you see what we did there).
They tend to involve the following:
- Map Your Relational Ecosystem
Think about your internal stakeholders: Who do you need to influence vs. inform? Where are the knowledge gaps and opportunities in your external networks?
The challenge here is when you’re deep in your own ecosystem, it’s hard to see the bigger picture or opportunities just outside your view. We often hear from clients after a long marathon of work that they wished they would have reached out earlier. At Forshay, we have perspective on the overall ecosystem and earned intuition to help clients build cross-functional bridges when mapping out their relational ecosystem, and move ideas that pop up for you into action.
- Create Value Before You Need It
The busier you are, the harder it is to be consistent with this step. What does creating value look like? It’s about sharing insights, not just asking for a favor; making strategic introductions and facilitating connections that strengthen others’ networks.
Consider setting aside some time during your next walk or doodling session to ask yourself, What am I offering to others before they ask?
You can’t get more OG (and cliche for good reason) than Dale Carnegie. Yet in the era of AI, his advice remains more relevant than ever:
“You can close more business in two months by becoming interested in other people than you can in two years by trying to get people interested in you.”
Are there f2f peer communities that you could access to begin adding value and building relationships? We post on LinkedIn what communities we’re seeing that have deep value, and we would love to hear from you where you are finding valuable communities so we can keep learning together.
- Explore Fresh Approaches to Team Building
We’re discovering powerful new ways to strengthen internal relationships through work we’re doing with Leslie Perlow, a Harvard Business School professor whose research is changing how we think about team alignment.
Professor Perlow’s approach goes beyond traditional team building by helping individuals and teams examine whether how they spend their time actually reflects what they value most. When teams do this work together—looking at the gap between stated priorities and actual time allocation—something interesting happens: insights multiply across the group, and a deeper level of trust and understanding is forged between team members.
Her workshops create space for honest conversations about competing demands, unclear priorities, and the daily choices that either support or undermine what teams say they care about. What we’re seeing is that when people align their time with their values collectively, it doesn’t just improve individual well-being—it strengthens the relational foundation that makes everything else possible.
The opportunity here is moving from team building that focuses on surface-level connection to work that addresses the deeper question: Are we spending our time in ways that reflect our shared values and goals?
Fall: The Perfect Season for a Relational Capital Renewal
As the days get cooler and the pre-holiday sprint begins, it can be the ideal time to put together a strategy to renew your relational capital, and perhaps spread this idea across different teams.
We’re exploring with clients how we can help leaders build the relational infrastructure that improves performance and dare we say it – workplace energy and joy, and helps future-proof ourselves and our teams as AI continues to rapidly transform business.
Reach out to learn more about how Forshay can support your goals. We would love to help you develop a strategy to increase your performance, energy, and joy as relationships are key.
