So why do we trust imperfect human stories more than flawless AI creations? In this episode, we explore the psychology behind why people prefer real, messy, and human-made work over machine-made perfection. And why that emotional connection might be the ultimate competitive advantage in the age of AI.

We consider:

• Why authenticity beats perfection every time
• The science behind the Pratfall Effect, how small mistakes make us more likeable
• Why we trust content that shows a human fingerprint
• How AI’s 'uncanny perfection' triggers discomfort
• What studies say about our bias for human-created stories, voices, and visuals
• Why trust, empathy and accountability can’t be automated

Taking insights from psychology, behavioural science, and academic studies to uncover how audiences perceive AI vs. human creativity. And most crucially, what this means for marketers, creators, and brands in 2025 and beyond.

Studies & further reading:

• Zhang & Gosline (2023) Human favoritism, not AI aversion: People’s perceptions (and bias) toward generative AI, human experts, and human–GAI collaboration in persuasive content generation
• Kirk & Givi (2024) The AI-authorship effect: Understanding authenticity, moral disgust, and consumer responses to AI-generated marketing communications
• Piercy et al. (2025) Credibility and organizational reputation perceptions of news releases produced by artificial intelligence
• Velásquez-Salamanca et al. (2025) Interpretation of AI-Generated vs. Human-Made Images
• Omeish et al. (2025) Between human and AI influencers: parasocial relationships, credibility, and social capital formation in a collectivist market: a study of TikTok users in the Middle East
• Aronson, E. (1966) The Pratfall Effect: The Effect of a Perceived Blunder on Interpersonal Attractiveness
• Schilke & Reimann (2025) The Transparency Dilemma: How Disclosing AI Use Impacts Trust

Thanks for listening. Don’t miss out on your copy of Fabricx’s Behavioural Bias Framework https://fabricx.agency/

Connect with us!

Instagram: @fabricxlabs

LinkedIn: https://www.linkedin.com/company/fabricxagency

LinkedIn: https://www.linkedin.com/in/si-elliott/

What if customer service wasn’t a cost centre, but the heartbeat of your business? That’s the bet Zappos made, and it built them into a billion-dollar brand.

In this episode, we explore how Zappos created a culture of WOW service that redefined customer experience worldwide.

We discuss:

• Why Zappos answers calls in 20 seconds and never tracks call times

• How a 10-hour customer call became company legend

• Why every new hire is offered money to quit

• The 10 core values that shape culture and service

• Why Zappos believes relationships > transactions

With insights from Si's time with Zappos in Las Vegas, where he learned they doubled down on customer experience, and won big!

Thanks for listening. Don’t miss out on your copy of Fabricx’s Behavioural Bias Framework https://fabricx.agency/

Connect with us!

Instagram: @fabricxlabs

LinkedIn: https://www.linkedin.com/company/fabricxagency

LinkedIn: https://www.linkedin.com/in/si-elliott/

Why we trade the future for a quick win. And what it’s costing us?

We explore how the behavioural bias of hyperbolic discounting is fuelling short-termism in modern marketing, and our own actions. from to slashed brand budgets.

• Why Buy-Now-Pay-Later schemes are so powerful
• How to lay golden-eggs
• Why Netflix continues to beat the gym
• How behavioural design revolutionised pensions

If you're trying to get the right balance between brand and performance, then this should give you some food for thought. Further reading from the show includes:

• Binet & Field - The Long and the Short of it
• Laibson - Golden Eggs and Hyperbolic Discounting

Thanks for listening. Don’t miss out on your copy of Fabricx’s Behavioural Bias Framework https://fabricx.agency/

Connect with us!

Instagram: @fabricxlabs

LinkedIn: https://www.linkedin.com/company/fabricxagency

LinkedIn: https://www.linkedin.com/in/si-elliott/