“AI makes it easier to be good, but it also makes it harder to be different.
And different is what people notice. And what they remember.”
TMC’s Marketing Manager Mal Nowicka was recently invited to sit on a specialist panel at The British Franchise Association’s 2026 AI Seminar, sharing her thoughts on the importance of the ‘human touch’ in the context of AI. The full day event explored the growing role of Artificial Intelligence within the franchise sector, and united experienced advisors and practitioners who shared their experience across trends, platforms, considerations and risks, for organisations who have to mitigate national networks.
From maximising efficiency, to AI-powered strategic comms, the seminar key-note speakers shared a wealth of tips and best practice. For those looking to supercharge their franchise marketing through the use of AI, Mal’s key takeaways from the day can be found below:
• AI adoption is accelerating, but trust is still human. As more businesses use AI, consumers are becoming increasingly aware of it.
• AI-generated articles surpassed human-written content in 2025, highlighting how quickly AI is shaping the content landscape.
• Consumers can recognise when something feels AI-generated. Studies suggest that around 52% of consumers say they can identify AI-generated content, describing it as more generic or less authentic.
• Authenticity matters more than ever. Research shows 90% of consumers say authenticity is important when deciding which brands to support (Stackla Consumer Report).
• Franchises are built on human relationships. Success depends heavily on local reputation, face-to-face service, and community trust (things AI cannot replicate)
• Generative AI learns from existing internet content, meaning much of what it produces reflects the “average” of what already exists online.
• AI works best as the engine, not the voice. It can support franchisees with research, marketing drafts, and admin automation, while the human element should remain responsible for relationships, storytelling, and brand personality.
• Training franchisees in responsible AI use is key. Clear guidance on prompting, editing, and tone of voice is needed to ensure brand consistency across the network.
• Organisations are beginning to reposition the value of human expertise. Campaigns are emerging that emphasise human intelligence alongside artificial intelligence, for example, X-Press Legal Services’ “Actual Intelligence” campaign.
To keep up to date with our team as they attend industry conferences, speaker opportunities and events, make sure to follow TMC across our social media platforms – all links in our footer!
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