The Future of Brand Marketing: Could AI Make Us More Human?

The Future of Brand Marketing: Could AI Make Us More Human?

The rise of artificial intelligence (AI) is reshaping the way we do business. Streamlined operations and enhanced productivity are early success indicators, but we are only scratching the surface of AI’s potential for business. However, as much as there are operational benefits, the world is still waiting with baited breath because it’s unclear what the future of marketing may hold. Many clients are telling us they are feeling as though it’s a bit like the wild west. The battle is figuring out what is authentic and what is cobbled together and repeated.

Undoubtably, if we all rely solely on generative AI for marketing content and messaging, we will all eventually be saying the same thing. Over time, if it’s not happening already, AI generated content will be scrutinized and easily spotted. With respect to branding, it will be an uphill battle for companies to differentiate - and a heavy reliance on AI from the general masses could potentially diminish our practice of innovating, pushing new perspectives and boundaries.  

Marketing by people, for people.

So, what does this mean for companies trying to stand out from the crowd? It means their marketing teams will need to revisit their approach and messaging and think ‘outside the bot’. It will be an evolution in how companies present themselves and their customer experience. Marketing content will eventually be shaped by relationships and personal storytelling - sharing ‘the human experience’ and hitting an emotional cord in every single moment the brand is creating.

Ideally, over time, brands will forge deeper connections with their customers and more effectively move them to action - and the purchase. This is a new era, where authenticity and a deeper understanding of human behaviour will be fundamental to marketing success.

Digging deeper to connect with customers.

There will be a point where target audiences will be tired of reading AI generated content – and this will inspire another level of human creativity. But there is certainly a place for AI. With the use of AI, new ways of working and new skills need to be developed. If it is harnessed as a tool to get our juices flowing, inspire our thinking – a base point perhaps - it can ultimately elevate our creativity and take us to an even deeper understanding of our customers and the human experience. Connection and relatability are essentially what customers are looking for. It’s ironic that AI could help us be more of who we are - and pave the way for a more empathetic and resonant approach to promoting brands, products and services. We can only hope an AI-powered future of marketing will make us all be a little more
of who we are.

If you are looking to see how your organization can better harness the power of AI to realize the benefits of productivity while keeping a human connection, we'd love to work with you.  Reach out to us today for a consultation.