Advertisement

Staples Joins the AI Conversation with New ‘Business is Human’ Campaign

Staples new Business is Human campaign highlights the limitations of AI.

Staples has launched a new marketing campaign with the theme of “Business is Human,” highlighting the company’s belief that while AI “is and will continue to be a powerful tool, it is most effective when combined with human insights and expertise.”

The campaign promotes the retailer’s membership program for business owners, Staples Business Advantage (SBA), and will run across a number of major U.S. news outlets, print publications and audio and video streaming platforms.

“Artificial intelligence and technology are being highlighted as the future, but we know from the millions of businesses Staples serves that these alone aren’t enough,” said John Lederer, CEO of Staples in a statement. “When making big buying decisions, businesses demand more than interaction with an algorithm or a bot. To best deliver for those customers, human intelligence is a must.”

The campaign features several current Staples employees — including a delivery expert, a customer service representative, facilities solutions and furniture experts and a digital experience expert — to highlight the range of  human expertise available to SBA members. Alongside the campaign, Staples is offering new business customers that sign up through July 31, 2023 a 20% discount on SBA membership.

Advertisement

“Our business customers have told us that they seek human connections with experts who can help them make informed buying choices and then exceed their expectations for speed of delivery, product quality and competitive pricing,” said Amy Steel Vanden-Eykel, Chief Marketing Officer of Staples in a statement. “With over 35 years of experience, we’ve learned that it’s this human intuition and expertise that work alongside AI to best serve our customers.”

Featured Event

Join 5,000+ attendees for an immersive experience where you can get inspired by retail’s most innovative minds and see their big ideas in action. Use code RICE25P04 to save up to $500 on your pass!

Free Expo Pass for Retailers and Brands!
Save up to $500 on your All-Access Pass and choose from 100+ sessions with an exclusive Retail TouchPoints discount!

Advertisement

Advertisement

Access The Media Kit

Interests:

Access Our Editorial Calendar




If you are downloading this on behalf of a client, please provide the company name and website information below: