Authenticity, trust and real experiences – in a world increasingly shaped by automation and artificial intelligence, these values are gaining immense importance. While many companies rely on chatbots, automated newsletters and AI-generated content, consumers are increasingly craving genuine interaction. Word of mouth – personal recommendations – is more relevant today than ever before.
Digital content is losing credibility
We are surrounded by digital content every day – posts, product descriptions, reviews. But the more of it we’re exposed to, the more often people start to ask:
“Can I really trust this?”
“Who’s behind it?”
“Is this a real experience?”
When content feels anonymous, generic, or promotional, it loses credibility. Trust becomes the new currency – and this is exactly where real, personal recommendations have the upper hand.
“In Switzerland, only 3% of respondents consider advertising in apps to be credible and just 4% trust ads on social media.“
Statista
What sets personal recommendations apart?
An honest recommendation from someone you trust is:
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emotionally charged
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contextual and targeted
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free of sales intent
“I’ve tried this product – and I can genuinely recommend it to you.”
sounds far more credible than:
“95% of customers were satisfied.”
Personal recommendations are built on relationships – not algorithms. And that’s exactly what makes them so powerful.
“92% of people trust recommendations from friends and acquaintances more than any other form of advertising.“
Nielsen
Artificial intelligence is capable of many things – but it has no feelings
Today’s AI models are impressive: they write texts in seconds, optimize processes and deliver seemingly personal recommendations at the push of a button. But despite all their computing power, they lack one crucial thing: genuine emotion.
An AI can tell you what works – but not how it feels.
A chatbot answers questions – but it doesn’t feel enthusiasm.
An algorithm delivers content – but not personal experiences.
What truly convinces people are not perfect sentences, but real experiences.
“I was there. I experienced it. And I can wholeheartedly recommend it to you.»
5 concrete tactics to boost more recommendations
How can you effectively encourage genuine recommendations without sounding too promotional? Here are five proven approaches:
1 Create experiences, not just services
Turn your products and services into memorable experiences that customers want to share.
2 Actively ask for referrals
Satisfied customers are willing to share their experience but often need a little prompt. Request recommendations, for example, right after a purchase or during a personal conversation—ideally shortly after a positive experience.
3 Increase visibility of real experiences
Use customer testimonials, reviews, and authentic stories to promote your products and services. These come across as more trustworthy than any marketing text.
4 Foster personal connection
Engage in genuine dialogue—whether through social media, communities, or face-to-face conversations. People are more likely to recommend when they feel connected.
5 Turn customers into brand ambassadors
Identify your brand fans and make them visible. Reward loyalty—not with discounts, but with attention and appreciation.
Long story short
In a world full of automation and AI-generated content, one thing becomes increasingly valuable: a personal recommendation from a friend.
Companies that focus today on building relationships, customer closeness, and authentic experiences don’t just gain loyal customers—they create genuine brand ambassadors.
Because in the end, it’s simple: people trust people – not machines.
