Mike Montague sits down with Greg Wasserman, a self-proclaimed “relationship broker,” to explore how AI is changing the way we build trust, make introductions, and grow our businesses. They unpack why automation isn’t enough, how referrals and warm intros still outperform cold leads, and why understanding context beats simply generating content. If you’re tired of playing the algorithm game, this is your permission slip to market more humanly.

Whether you’re a business owner, marketer, or sales leader, you’ll walk away with real strategies for blending AI tools with emotional intelligence. Discover how to save time without losing connection, how podcasting builds community (not just content), and how curating meaningful relationships will be your biggest differentiator in 2025 and beyond. This episode is for anyone who believes that smarter marketing starts with stronger relationships.

What happens when AI gets too good at sending messages, but forgets how to make them mean something?

In our recent Human-First AI Marketing podcast, I sat down with Greg Wasserman, a self-described “relationship broker” with deep roots in AI, business development, and revenue leadership. The conversation wasn’t just about AI; it was about time, trust, and the timeless power of personal connections.

Here’s what every small and midsize business leader should know about marketing in 2025 and beyond:

1. Warm Introductions Beat Cold Leads, Every Time

“A warm introduction where the person knows both parties and Susie opts in too, now we’re talking about both sides being qualified. That’s an 80% close rate.” — Greg Wasserman

AI can create matches. Humans create meaning.

Greg broke down why inbound leads, while convenient, are often underqualified. In contrast, a double-opt-in introduction from someone who knows both parties creates trust before the conversation even begins. It’s not just a lead, it’s a pre-qualified opportunity.

Human-First Takeaway: Don’t spend your budget chasing clicks. Spend your time curating introductions.

2. AI Can’t Filter for Trust or Fit

“AI might match you on paper. But I know you, and I know them. That’s more powerful than any algorithm.”

Greg’s point was simple: AI can’t read the room. It can’t know if your best client is going through a rebrand, had a rough quarter, or prefers blunt honesty over corporate fluff. The value of a human filter who understands both sides of an intro is still irreplaceable.

Human-First Takeaway: Use AI to process data, not to replace discernment. Trust is still analog.

3. We’re Living in Peak Spam, and It’s Only Getting Worse

“We’ve hit peak SEO. Peak spam. Peak DM.” — Mike Montague

If everyone has access to the same AI tools, your outreach starts to look like everyone else’s. The only thing left that’s scarce is trust, and the humans who broker it.

Greg called this out clearly: automation doesn’t scale relationships. It dilutes them. If you’re using the same scripts, prompts, and “personalized” messages as your competitors, you’re not standing out. You’re getting filtered.

Human-First Takeaway: Go narrow and deep. Fewer, better conversations > mass messaging.

4. Podcasting Isn’t Just Content. It’s Community.

Greg also gave a shoutout to tools like CastMagic, which help podcast hosts repurpose long-form conversations into blogs, emails, and clips that extend the impact of human connection. As he put it:

“We just had the magic. Now we need the AI magic to amplify it.”

Podcasting becomes the trust layer that fuels your marketing flywheel, not just another content tactic, but a scalable way to build human-centered communities.

Human-First Takeaway: Record once. Repurpose with care. Reach people in the format they prefer.

5. Influence Is Personal, Not Corporate

“Your employees are your best influencers. People don’t buy from brands. They buy from people.” — Greg Wasserman

Your best bet in a noisy market? Put humans on the front lines.

Greg challenged the old idea that only CEOs should represent the brand. Every salesperson, marketer, or subject matter expert in your company is a potential relationship builder. Influencer marketing works because it’s personal.

Human-First Takeaway: Develop voices inside your company. Not mascots, not ads—people.

Final Thought: Relationship Is the New Algorithm

The theme of the episode wasn’t anti-AI. In fact, Greg and I both love what AI can do. But in a world where spam filters are smarter, competition is louder, and buyers are lonelier, we don’t need more messages. We need better ones. Ones that feel real.

Because in the end, AI might know everything. But it still doesn’t know you.

Need help building a human-first influencer program for your team? Work with Avenue9 →