What the Betty Crocker Story Can Teach Us About Using AI for Communication

When Betty Crocker introduced instant cake mixes, they flopped—surprisingly, people found them too easy. With nothing more than water to add, home bakers felt disconnected from the process. So Betty Crocker made a tiny tweak: they added an instruction to include a fresh egg. This small change made all the difference. With that one extra step, people felt like they were contributing to the process, making it feel more “homemade.” Sales soared, and the instant cake mix became a household staple. This phenomenon, known as the Effort Justification Effect, shows that we value things more when we invest effort in them. A handwritten note, for instance, feels more meaningful than a typed one.

In today’s world of artificial intelligence, the Betty Crocker story offers a powerful lesson: when using AI for communication, a personal touch matters. Just as people wanted a role in creating their cakes, they also want to feel their unique touch in their messages—even if AI handled most of the work.

The Role of Effort in Creating Value: Applying the Lesson to AI

In a culture that values authenticity and personalization, using AI to craft communications—be it emails, reports, or proposals—can feel like taking a shortcut. However, the Effort Justification Effect suggests that a small input from you can create a meaningful difference in how your message is perceived. When you add a bit of effort, the communication feels more thoughtful and intentional.

Here are three key lessons from the Betty Crocker story to make your AI-augmented communication feel more authentic:

1. Involvement Creates Value

Just as adding an egg gave consumers a sense of contribution, letting AI draft a message is only the first step. Adding your own touch—whether it’s adjusting the tone, refining the language, or referencing a personal detail—adds authenticity. For instance, AI can generate a professional email outline, but including a personalized greeting or mentioning a recent conversation shows the recipient that you put thought into it. This added effort, even if small, makes the message feel authentic and valuable.

2. Transparency Builds Trust

Betty Crocker showed consumers their role by involving them in the baking process. In a similar way, being transparent about using AI for communication can build trust. Consider a message like, “Drafted with AI, but customized by me.” This kind of transparency shows thoughtfulness, reveals your intention, and reinforces your connection to the recipient. Transparency also demystifies AI, making it feel like a collaborative tool rather than a shortcut.

3. Acknowledge and Overcome Bias

AI can be an incredible productivity booster, but its effectiveness depends on the humans behind it. Much like Betty Crocker’s initial mistake of overlooking customer sentiment, the use of AI comes with potential biases—about its authenticity, usefulness, and ability to connect. It’s essential to be aware of these biases and to address them thoughtfully. Recognizing that AI isn’t perfect encourages us to approach it as a tool to enhance rather than replace human insight.

Why This Matters: The Human Touch in AI Communication

The Effort Justification Effect reveals that we naturally value things that require a bit of ourselves in them. By balancing the convenience of AI with small, thoughtful personal touches, we create communications that feel genuine, intentional, and tailored. Just as the Betty Crocker egg requirement transformed instant cake mixes into something more meaningful, a small personal addition to AI-generated messages can transform them into communications that truly resonate.

In a world moving toward automation, don’t let technology remove the human touch. Think of AI as the base mix and your input as the “egg” that makes it uniquely yours. By putting a bit of yourself into each message, you create a blend of efficiency and authenticity that not only increases productivity but also strengthens connections.