Skip to content

Narrative Evolution: Storytelling from Prehistory to AI in Business

3 minute read

By Rod Jones, CX industry specialist

From the prehistoric caves of Sulawesi to AI-enhanced business strategies, storytelling has been a vital human skill and societal foundation. As we embark on an AI-driven narrative era, understanding the profound journey of storytelling becomes critical.

The debate over language origins persists, with consensus suggesting its inception between 50,000 and 100,000 years ago, coinciding with our cognitive abilities' development and the birth of narrative storytelling.

This linguistic evolution gave rise to profound works such as the 4,000-year-old Epic of Gilgamesh and Homer's epics, the Iliad and the Odyssey, around 800 BCE. These narratives served as cultural glue, educating generations, shaping societies, and leaving lasting legacies.

Storytelling's transformative power has been a societal cornerstone, forming communities and empires. The evolution from oral to written narratives extended this influence. The narratives we spun didn't just reflect our societies but actively helped construct them. They've provided frameworks to understand the world, instilled morals, influenced attitudes, and guided behaviours.

Stories have both unified nations and been exploited for harm, evident in the unifications of Britain and Germany and the dark chapters of the Spanish Inquisition and the Crusades.


The advent of the Gutenberg press in 1440 democratised storytelling. It sparked a shift in societal narratives and facilitated the spreading of ideologies at an unprecedented scale. Branding flourished in this environment in the mid-20th century marking a new chapter in commercial storytelling as companies recognised storytelling's capacity to forge emotional connections, shape identities and appeal to consumers.

The fundamental shift occurred when entrepreneurs incorporated their narratives into their brands. Business leaders like Sir Richard Branson, Jack Ma, Elon Musk, and Steve Jobs leveraged the power of their journeys to shape their companies' identities. Their approach transformed branding from a purely commercial endeavour into a profoundly personal one. They established a unique brand identity by sharing their aspirations, challenges, and triumphs. They fostered an emotional connection with their audience beyond the products or services their companies offered.

This storytelling tradition has become a key component of modern business strategy, particularly in Customer Experience (CX). A company’s product or service story is distilled to craft its CX strategy, enabling them to deliver superior experiences, build stronger relationships, and gain a competitive edge.

Now, we're at the advent of Artificial Intelligence at scale. AI is changing the way stories are written and shared. AI can process and analyse vast amounts of data, helping to provide a more detailed, personalised understanding of customer behaviours and needs. These features can lead to more effective decision-making, better product design, and more accurate marketing and sales targeting.


AI technologies are revolutionising contact centres, from handling routine customer queries to predicting future customer behaviours. Although AI offers significant benefits, businesses must balance AI automation and human interaction, maintaining the human touch that traditional customer service provides.

As AI takes the reins in crafting the stories of the future, executive-level CX decision-makers must balance the efficiency of AI with the emotional resonance of human interaction. Ethical considerations regarding data privacy and security must be at the forefront of AI integration. The evolving role of AI calls for continual evaluation and adaptation of agile business strategies.

The ultimate goal is to deliver value to stakeholders. Integrating AI into CX has the potential to drive profitability through more accurate prediction of customer needs and increased operational efficiency. However, sustainable profitability stems from building genuine, long-lasting relationships with customers. Businesses that use AI ethically and responsibly can also see financial benefits. As data privacy and security become increasingly important to customers, companies demonstrating their commitment to these issues can differentiate themselves in the market.

While implementing AI in CX comes with challenges, it also presents a significant opportunity for businesses to enhance customer relationships, improve operations, and, ultimately, drive bottom-line growth. AI can add considerable value for all stakeholders when used wisely and ethically.

The journey of storytelling—from cave paintings to artificial intelligence—underscores narratives' indispensable role in shaping societies, economies, and perceptions. The evolving landscape of storytelling, while rooted in our deep-seated cognitive abilities, has been punctuated by technological advancements, from the printing press to AI.

As businesses increasingly incorporate storytelling into their strategies, notably through Customer Experience (CX), they draw on this rich, multifaceted history. Similarly, as AI redefines narrative crafting, it builds on a legacy of human communication, knowledge transmission, and societal organisation. Therefore, understanding storytelling's historical and societal impact is crucial in recognising its profound implications in business and AI's evolving role. By reflecting on our past, we can better navigate the present and prepare for the future, crafting narratives that resonate with audiences and uphold ethical considerations and societal values.

Keep up to date with the latest events, resources and articles.

Sign-up for the Engage Customer Newsletter.