Automation may be making routine communication easier, but many business leaders believe trust, partnerships and major deals still begin when people meet in person. As AI transforms how companies communicate, an unexpected trend is emerging, many business leaders are investing more heavily in face‑to‑face networking, not less. The rise of automation hasn’t replaced human connection; it has made it more valuable.

This is backed up by new figures that show almost two-thirds of business leaders (62%) say AI is increasing the need for human discussion and alignment. That figure rose to 82% for important decisions.

The Commercial Argument For Face-to-Face Networking

It’s a trend backed by economics as much as nostalgia. Research from Accor found that one face‑to‑face meeting delivered the impact of roughly three virtual meetings, while 35% explicitly said the extra time and travel costs were worthwhile because of the business value created.

In other words, the commercial return outweighs the logistical burden. Indeed, many founders say some of their biggest commercial wins have come not through algorithms or automation, but through conversations that simply couldn’t have happened on a screen.

Where Deals Really Begin

Almost every contract landed at Exceed Plumbing & Air Con with property managers, real estate agents and other local traders started with a face‑to‑face conversation, not an email or a contact form. And that pattern has held consistently over many years, as director Caleb John explains.

“Out of every 10 referral partnerships we've built, about eight can be traced back to a single in-person meeting rather than a........

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