There’s a lot of talk at the moment about AI and its impact on creativity and human storytelling. Some of it is, of course, justified. Some of it, I’d argue, is fear-driven. And some of it even misses the point.
At Toast, we’re all about storytelling. Helping brands uncover and share real stories. Human stories. The sticky kind that connect and resonate. So when AI started making waves in our industry, the immediate concern was obvious: will this take us further away from authentic human storytelling?
But, as it turns out, we’ve found a way to make the opposite true.
AI absolutely doesn’t have to dilute human storytelling. In fact, it can help strengthen it.
AI as a story finder, not storyteller
In our work with brands, we dig deep to uncover the stories that matter. These stories often live in unexpected places: customer feedback, company culture, or the lived experiences of real people. They’re not always obvious, but they’re the ones that spark emotion and connection. It’s this kind of storytelling that transforms brand communication into something memorable. For example, in our project with Honor Mobile, we brought their photography message to life by sharing a photographer’s personal journey, showing how the phone empowered their creativity. It’s stories like these that make brand messages not just heard, but felt.
The challenge is that these stories are often buried. They’re hidden and scattered across the wider web.
This is where AI becomes a powerful ally.
Rather than replacing the creative process, AI can help us navigate it more efficiently – speed up our sifting and hunting. It can sort through huge amounts of data, highlight patterns and surface insights we might otherwise miss. That’s exactly why we developed StoryX, a tool designed to support this kind of discovery. It doesn’t write the story for you. It doesn’t generate content. What it does is help identify the threads worth pulling and draw out the ones that could lead to something meaningful.
AI works quietly in the background, scanning conversations, feedback, and brand interactions to suggest potential story angles. It’s about giving creative teams a head start, a clearer view of the landscape, and a better chance of finding those golden nuggets hidden in the everyday.
The human touch is non-negotiable
Of course, none of this works without people. AI can’t feel and empathize in the way we can. It doesn’t understand nuance, subtext, or the emotional weight of a particular moment. That’s where human storytellers come in.
The human touch is absolutely non-negotiable.
AI might help us find the story, but it’s our job as creatives to shape it. To bring it to life with empathy, creativity, and care and make sure it reflects the values and voice of the brand. And of course especially to ensure it resonates with the people it’s meant to reach.
When AI is used with intention, it can really work to enhance the creative process rather than dilute it. It helps us to move faster, think broader, and dig deeper. And vitally, it can do that without compromising the integrity of the story.
AI will amplify what makes us human
So yes, the landscape is changing. And yes, it’s completely natural, human, to feel uncertain about that. But instead of fearing the change, we’re working to lean into it. Because we believe AI will ultimately amplify what makes us human.
It’s about freeing up time and energy so creative teams can focus on crafting stories that move people. It’s about making space for deeper thinking, richer narratives, and more meaningful connections.
And it’s about recognising that technology, when used responsibly, can be a force for good in the creative world. It can help us be more responsive, and more attuned to the needs and experiences of real people.
A new chapter of storytelling
We’re still learning. Still experimenting. Still asking questions. But what’s clear is that AI doesn’t have to be the enemy of storytelling. In fact, it could just be one of its greatest allies.
Tools like StoryX are part of a broader shift that sees technology as a support system for creativity. AI does not, and should not, take over. It’s here to help tell authentic stories that matter.
So as we move forward, our focus remains the same. We’re here to tell human stories. To find the truth in the vast amounts of data out there in the world and bring emotion to the surface. And above all else, to make sure that, no matter how advanced the tools become, the heart of the story is always human.
