Human creativity in an AI world – why storytelling is still a winner

This post is sponsored by Cult Creative.

AI can generate thousands of videos at lightning speed, but it can’t feel, connect or inspire. Here’s why the next wave of brand growth will come from creators who blend emotional storytelling with strategic insights.

The great AI boom and the human question

The rise of AI tools such as OpenAI’s Sora and Meta’s Vibes has reshaped the creative landscape. Marketers can now produce polished videos, accelerate product development, and visualise campaigns faster than ever before.

But as we approach 2026, a new problem has emerged. The digital world is being flooded with what many are calling “AI slop” – mass-produced, soulless content, that feels empty and impersonal. Consumer trust is being tested, and audiences are pushing back against synthetic stories that lack the human touch.

“AI can scale efficiency, but only humans can scale emotion,” says Shermaine Wong, CEO and co-founder of Cult Creative. “True brand storytelling starts from empathy, and no algorithm can replicate that.”

The creator’s edge in an algorithmic world

There was a time when high-production visuals signalled professionalism. Today, consumers gravitate towards raw and unedited content that mirrors real life rather than a carefully curated brand image.

Hootsuite’s 2025 Digital Trends Report supports this shift, revealing that 82% of Southeast Asian consumers prefer brands that feel personal and genuine, and who engage them on an emotional level. These changing preferences have fuelled two major movements in marketing: employee-generated content and community-centric storytelling.

Further underscoring this trend, WARC (2025) reports that 74% of marketers plan to increase their investment in influencer-created stories next year. The reason is simple: creators now serve as the bridge between data and human emotion. Their role isn’t to replace AI, but to translate cultural moments into meaningful emotional connections.

This shift towards authenticity isn’t theoretical, it’s measurable. And Cult Creative has seen it firsthand.

When stories drive strategy

Cult Creative’s campaigns combine human creativity with measurable impact, helping brands prioritise real people and everyday experiences to build communities through user-generated content.

Case study: REXPERIENCE

Cult Creative designed a campaign rooted in sensory storytelling; content that visually and emotionally immersed viewers in the show’s magic. Instead of simply promoting the show, the creators crafted “day out” narratives featuring friends, family, and nearby attractions, turning the event into a shareable lifestyle experience. Each video became a window into discovery, curiosity, and connection.

To bridge the creativity with measurable results, the campaign used UTM links and promo codes, enabling real-time conversion tracking, while also revealing gaps in the sales funnel. The result: over 2.8 million views, RM100,000 in ticket sales, and a surge in organic search interest on TikTok and Google.

“People wanted to follow a story, not see another brand-curated ad they would skip,” says Dulya Wijeratne, key accounts lead at Cult Creative.

Case study: Aloft Kuala Lumpur Sentral

What began as a UGC campaign for Aloft Kuala Lumpur Sentral’s F&B offerings evolved into a lifestyle-driven storytelling series. Midway through, Cult Creative identified a stronger response to family and staycation experiences and shifted the focus to highlight Aloft’s curated local adventures from the Hop-On Hop-Off city tour to family-friendly sightseeing spots around KL.

The creators were given more creative freedom to craft authentic and trend-led narratives that showcased the city through the eyes of real travellers.

The result was a vibrant portrayal of Aloft as both a stay and a story, with over 800,000 views across six videos, a surge in booking inquiries, and heightened visibility and brand awareness on TikTok.

By blending trend fluency with authentic storytelling, Aloft’s content became more than just marketing; it became a love letter to local travel, proving the best campaigns sell a feeling, not just a room.

“These campaigns worked because they came from real emotion, not automation,” Wong says. “Our creators aren’t executing a prompt; they’re sharing a point of view.”

AI can’t feel pain, and that’s the point

Visual storytelling in 2025 has centred on deeper engagement. While AI can speed up production, authenticity keeps content meaningful, and interactivity keeps it engaging. Despite its computational brilliance, AI can’t experience frustration, pride or joy – the emotional ingredients that make stories unforgettable.

“AI might know what people click on, but creators understand why they care,” Wong says.

When a creator shares a story about burnout, beauty standards or belonging, it’s not just content – it’s catharsis. That’s the difference between capturing attention and creating genuine affinity.

Where brands go from here

As we approach 2026, marketers face a clear choice: efficiency or empathy. The most successful brands will opt for both, using AI to enhance their work while keeping creators at the heart of it.

“Emotion remains our greatest differentiator,” Wong concludes.

Adds Wijeratne: “And when we combine that emotion with intent and strategy, you get real impact at scale. That’s the sweet spot of modern creator marketing.”

To explore how Cult Creative helps brands build cultural impact through creator storytelling, visit www.cultcreative.asia.

This article was written by Shermaine Wong, CEO and co-founder of Cult Creative, and Dulya Wijeratne, key accounts lead, Cult Creative.