What Does Louis Theroux Know About AI?

When I saw Louis Theroux listed as a speaker at the Content Square EMEA CX Circle event, I had a little double take.

Now don’t get me wrong—I’m a big fan. Louis is one of the most honest, empathetic, and fascinating journalists out there. But I couldn’t help wondering: what’s he got to say about AI?

My first thought was, “Well, he’s probably getting paid well for a 30-minute chat, and they get a big name on the agenda.” Fair enough. But I also hoped he’d bring more than just celebrity appeal to the table.

He did.

Louis offered something really refreshing: a non-technical perspective on AI. Instead of diving into how it builds business or drives digital strategy, he talked about how regular people perceive AI—what feels exciting, what feels unsettling, and what it all means when you’re not a tech insider. It was a valuable reminder that we need to think about AI not just from a systems perspective, but from a human one too.

But I’ll come back to Louis in a moment…

Highlights from the CX Circle Event

As I just said, I attended the Content Square EMEA CX Circle event this week, and I’ve got to say—it was great. Yes, there were a couple of sessions that leaned a bit heavy on the sales side (no shock there), but overall, it was full of genuinely insightful moments.

And for the record, this isn’t sponsored—I’ve used Content Square myself to track user behavior and create dashboards that actually make sense to stakeholders. It’s a solid platform.

Now, on to the standout sessions:

🌟 Tasneem Bhamji from Lloyds

Her talk, “Intimacy at Scale: Redefining Choice in the Age of Intelligent Experience,” was an absolute gem. She explored how AI can help brands build more personal relationships with customers—without losing that human touch.

As a long-time Lloyds customer (yes, I got talked into opening a junior account at school and never left), I can genuinely see the improvements in their app. Timely notifications, smart AI-driven answers, intuitive design—they’re doing something right.

Even though I skipped their post-event survey, consider this a heartfelt thumbs up.

🌟 Phil Le-Brun from AWS

Phil’s session focused on skills, imagination, and the future of work, and he made some seriously compelling points. He talked about failing fast (remember Amazon Fresh?), moving with the technology, and—most importantly—not forgetting the human side of innovation.

He likened this moment to the industrial revolution, pointing out that while the speed of change is daunting, it’s also inevitable. You can either lean into it and adapt—or risk becoming irrelevant.

So, Back to Louis

As a former journalist and current writer, I’ve had a few quiet panics about AI myself. Can it write better than me? Can it mimic my voice? Replace my job?

Louis tackled that head-on.

He brought up the example of Virtually Parkinson—a podcast featuring interviews “conducted” by an AI version of Michael Parkinson. It uses his voice, tone, and style, and to a casual listener, it sounds pretty real. Interestingly, the guests often responded emotionally, even knowing it was AI.

And that raises a big question: what makes us trust AI?

Louis pointed out that what people want—especially non-digital folks—is something they can recognise. A voice. A tone. A brand that feels familiar and human. It's not about perfect scripts or polished outputs. It’s about emotional resonance.

And that brings us to the heart of Louis’ message.

He’s built his career by showing up—awkwardly, vulnerably, and physically—in places that most journalists wouldn’t go. Whether he’s interviewing white supremacists or sex workers (I recommend his series Weird Weekends if you haven't seen it), he earns trust by being there, by being uncomfortable, by being human.

And AI just can’t replicate that.

It might polish the interview. It might even simulate emotion. But it can’t earn trust the way a real person can—through empathy, presence, and risk.

Embrace the Tech—But Stay Human

So, here’s my takeaway: AI is a powerful tool. Like a great editor you don’t have to pay (score!), it can help us work smarter and faster.

But if you want genuine insight, honest communication, and real connection, you still need to show up as yourself.

Whether you’re in UX, journalism, or any other field where people matter—AI should support your voice, not replace it.

Thanks for the reminder, Mr Theroux!