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Eight human behaviors separate the brands people love from the ones they tolerate. We measured all eight across the world's brands — and, separately, whether their AI protects that humanity or fakes it. What's your HQ?
The eight human behaviors that build great brands aren't new — Together With has championed them for years. AI didn't invent them. It made them scarce, and made faking them easy. Humanity is the new luxury.
These are the core of the score — 60% of it. They're not about technology. They're about how a brand treats people.
Solves real problems; makes life better.
Honest, consistent, transparent.
Builds empathy and loyalty.
Stands for something bigger than profit.
Invites people in and listens.
A respectful experience for its people.
Enriches culture and society.
Sustainable, long-term, responsible.
The eight factors — the heart of the score.
What the market says: reviews, sentiment, reputation.
An amplifier — credited only where AI helps humans.
Every company, category benchmarks, and the eight-factor scorecard behind each score.
Get the report ›Score my brandGet your HQ score, see how you rank against your category, and where AI should — and shouldn't — touch the experience.