How to Think About AI in Marketing

by Benj Miller | Apr 15, 2025

AI seems to be the topic of every conversation and meeting these days. It’s disrupting how we’ve thought about marketing, offering efficiency and better insights. However, as we embrace this innovation, maintaining authenticity is crucial to preserve the human connection with our audience. How can we make this happen?

The Advantages of AI in Marketing

We all know that AI offers numerous benefits that make our work faster. Some top benefits in marketing include:

1. Personalization: AI can analyze consumer data to deliver personalized content and recommendations, enhancing user experience.
2. Efficiency: AI can automate tasks like social media posting, saving time and resources.
3. Data Insights: AI can provide valuable insights into consumer behavior, enabling more informed marketing strategies.

The Risks of AI in Marketing

While AI enhances our efficiency, over-reliance can lead to a loss of personal touch. Automated responses and generic content can make customers feel undervalued, potentially eroding trust. It’s pretty easy for anyone to spot AI-generated content, and if that’s all you’re putting out, you’ll likely lose your audience. That trust in your thought leadership is gone.

How to Use AI While Maintaining Humanization

There has to be a middle ground where we can use AI to our advantage, but maintain the humanization marketing requires. Here are a few ways to do that:

1. Human Oversight: Ensure that all AI-generated content is reviewed by humans to maintain brand voice and personal touch.

2. Transparent Communication: Let your audience know when they’re interacting with AI and provide options to connect with human representatives.

3. Blend Automation with Human Interaction: Use AI for efficiency but incorporate human elements where personal connection is essential, such as customer service.

AI can be a powerful tool in B2B marketing today, but it’s essential to balance innovation with authenticity to maintain trust and genuine connections with your audience. By thoughtfully integrating AI while preserving the human element, you can leverage technology’s benefits without compromising your brand’s integrity.