At a time when digital transformation is redefining the ways in which brands and consumers interact, H2H marketing is emerging as a necessary strategic approach to reconcile technological efficiency and human depth. This article offers a critical review of academic and practical work on H2H marketing, highlighting the limitations of transactional, relational, and data-driven approaches in capturing the emotional and authentic dimension of customer relationships. The analysis highlights the emergence of a logic based on authenticity, empathy, ethics, and emotional engagement, in response to the expectations of postmodern consumers, in search of meaning and proximity. The article emphasizes the need for brands to design human-centered loyalty strategies based on sincere, personalized, and emotionally engaging interactions. It highlights the structuring role of human-machine symbiosis as a lever for harmonizing technological innovation and human presence, paving the way for a new form of relational co-construction.
