Stuck On The Surface

Embracing authenticity or AI advancements seem to be standing as opposing approaches for marketers these days. AI promises unprecedented personalization for targeting audiences, but as Ad Age notes, "personalization can move from cool to creepy" quickly. I doubt I'm alone in the familiar uneasiness of always feeling like someone is watching me, excuse the Rockwell reference.

Creepiness aside, the predictive abilities from AI aren’t all they're chalked up to be either.  Data driven optimization keeps AI personalization at surface level type casting, leaving consumers still craving authentic discovery. Without a deeper human understanding, the power of human persuasion remains unmatched by computers, no matter how precise AI targeted ads calculate themselves to be.

AI can lend a helping hand, but don’t sell your human touch short.