What a dumpling shop taught me about trust

The Dumpling Shop’s Secret: Building Trust and Authenticity in the AI Era

(This article was generated with AI and it’s based on a AI-generated transcription of a real talk on stage. While we strive for accuracy, we encourage readers to verify important information.)

At Web Summit Vancouver 2026, Mr. Runbin Dong, Founder and CEO of Scale Social AI, discussed humanity over AI hype. He shared lessons from his dumpling business, emphasizing genuine connection and trust in today’s digital landscape.

Mr. Dong, with his mother, ran a successful handmade Chinese dumpling business. Operating online via Shopify, they sold hundreds of thousands of dumplings to 1,000 customers across North Carolina, USA.

A unique aspect was Mr. Dong’s personal commitment to free door-to-door delivery, covering 150-200 miles every Saturday. This service fostered deep customer loyalty and trust, often rewarded with generous tips.

Post-business sale, Mr. Dong pondered small business marketing challenges. He identified a core dilemma: balancing efficient AI tools with preserving essential authenticity and customer trust.

He noted consumers easily identify AI-generated content, which can erode trust. While AI visuals have niche uses, widespread application risks alienating customers seeking credible, human-centric endorsements.

A key insight from the dumpling business was spontaneous sharing of raw, unpolished content by customers. Their “TikToky” texts, photos, and videos provided organic testimonials, proving more impactful than scripted ads.

When this customer-generated content was used in marketing, with permission, results were phenomenal. Mr. Dong reported an impressive 75% hook rate, tripling the industry average, underscoring real, relatable content’s power.

This profound realization inspired Scale Social AI. The company’s mission is to systematically capture genuine customer moments and scale that inherent trust, ensuring authenticity remains central to brand communication.

Mr. Dong advocated for businesses to “own their audience” and customer interactions. He contrasted this with relying on paid ads on platforms like Meta and TikTok, which demand continuous investment and leave businesses dependent on external networks.

He also critiqued the escalating costs and transient nature of influencer marketing. High payments for a single video yield attention for only about 24 hours, creating a fleeting “splash” rather than persistent, evergreen value.

Mr. Dong’s ultimate vision, influenced by his son, is to cultivate a digital landscape rich in authentic, real content. He aims for a future where consumers are not overwhelmed by fake AI ads, but encounter genuine experiences that inspire true connection and trust.