Conal Byrne, CEO iHeartMedia Digital Audio Group.gettyHere’s the big headline: ​96% ​of consumers say content that is “guaranteed human” is appealing—and that’s true across every demographic, regardless of gender, age, race, ethnicity and geography. This stat comes from a recent study my company conducted in partnership with Critical Mass Media following the "Guaranteed Human” commitment we made to our listeners that real people will always be behind the music and voices they hear across our iHeartRadio platforms. Now that we’re a few months into this commitment, we wanted to see how the human-first messaging was resonating with audiences.While AI adoption is growing, interest in human-generated content is growing just as rapidly—but those aren’t mutually exclusive concepts. The average consumer is using AI as a tool, which then actually increases their interest in also seeking content generated by humans. That same iHeartMedia and Critical Mass Media study demonstrates that more than 9 in 10 consumers ​say that guaranteed human content is more trustworthy, higher quality and more emotionally connective, and 9 in 10 say this makes “guaranteed human” content more likely to hold their attention.Put simply, 92% of consumers want AI as a tool, yet say that nothing can replace human connection. This is especially key for advertisers to fully grasp in order to reach their intended audiences with the most effective messaging. Decision Makers And Marketers Fall Prey To Echo Chambers As I’ve covered before, there’s often a massive difference in thinking between marketers and consumers due to an innate human bias that makes us believe that our personal beliefs and echo chambers are true across the board, all the time. While we’re seeing that AI has become a useful tool in many industries, marketers should be aware that consumers are also cautious of this new technology. For example, the stat I mentioned above about the importance of human connection? That number is up from 76% in 2016, a 16-point increase in a decade.This shift in public opinion is easy to track as AI has become inescapable in the lives of a large number of consumers over the last 10 years, but the consumer adoption of this emerging technology isn’t as fast as some marketers think.Consumers Are Rethinking How They Use TechnologyConsumers are growing tired of feeling like technology is controlling their lives, leading them to start rethinking how they use their modern tech and equally prioritizing time spent with other people, including human creators.Because of this, there’s a growing number of consumers who are increasingly seeking a healthier balance between their digital and real‑world experiences. Recent surveys show that people are becoming more intentional about when and how they use devices, and are prioritizing meaningful time with the people they trust: friends, family and, often, their favorite content creators like podcast and radio hosts and social media personalities they’ve grown to trust.This extends to the content they turn to when craving connection. Consumers can often feel the difference when a human isn’t behind the voice they’re listening to, with 89% of consumers saying that even if AI can sound real, it can’t make them feel understood the way a human can. Additionally, 95% of consumers indicate that live, human hosts bring the warmth, spontaneity and emotional connection that they’re seeking in their content these days. As this shift accelerates, consumers are looking for brands that ultimately support their desire for more human connection alongside their use of modern technology. This doesn’t mean we should never use AI—it’s a helpful tool that will become extremely useful in many parts of our daily lives. But marketers do have to be mindful of how they use it to promote their brands and, most importantly, let consumers guide the way.How To Connect With Consumers Craving More Human ConnectionHere are three simple points of action brands can follow to build deeper connections with their audiences:​1. Treat Human Trust As A Strategic ImperativeAt the heart of it all is the idea of trust. Consumers want to feel confident in their spending choices, and brands that consistently show up authentically, keep their promises and invest in initiatives that support their audiences will earn greater trust and loyalty.2. Treat Human Connection As A CurrencyThis means investing in real experiences that build meaningful moments of connection for audiences, and serving the 44% of consumers who feel unseen these days and are actively seeking media experiences that help them feel more human.3. Balance Tech And TrustRight now, it’s important for marketers to remember that consumers still largely prefer and connect with content that was created by people: 93% of respondents say that knowing content is human-made increases their confidence in the brand.The Bottom Line​Prioritizing the human touch, both behind-the-scenes and in consumer-facing campaigns, still matters to audiences who want to trust in the person behind the messaging and feel like they’re making good spending choices. Brands who keep their attention on what consumers want and meet their audiences with trust will see this strategy pay off.​ Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives. Do I qualify?