In this fireside chat for Women in Tech Week, I talked about something digital entrepreneurs easily overlook: the hidden ROI of human connection. Yes, AI and automation can make you faster, but they can’t replace the “feeling, the voice, the experience” that makes people remember you. We explored why trust is a real currency in business, and why you must balance digitization with relationships—so you’re not just delivering a service, you’re giving people an experience. My guest shared how building a cake business pushed her into tech—websites, WooCommerce, design, branding, and leadership—simply because she needed sanity as a young mum and didn’t want to answer the same customer questions all day. We also talked about how core values like care, integrity, and respect show up in the product, the packaging, and especially the follow-up after delivery. Another key takeaway: people still want to “talk to a human,” especially when the purchase is emotional—like a celebration cake. Automation can support the process (reminders, upsells, quick replies), but the human element is what builds loyalty, repeat customers, and strong referrals.