A 2024 Forbes report has revealed an emerging challenge for marketers: nearly half of consumers feel disconnected from AI-generated adverts, describing them as impersonal and uninspiring. While artificial intelligence offers exciting possibilities in targeting and efficiency, it also risks alienating audiences if deployed without thoughtfulness or nuance. The message is clear—today’s consumers crave authenticity and meaningful engagement. This shift challenges brands to rethink how they leverage AI to create value-driven and human-centric marketing experiences.
The Core of the Consumer Rejection: Lack of Personalisation
One of the primary reasons consumers are turned off by AI-generated adverts is the perception of generic, cookie-cutter messaging. While AI is adept at analysing vast datasets to predict consumer behaviours, it often misses the subtle emotional and cultural factors that shape a truly personalised experience. For instance, adverts that are overly reliant on algorithmic recommendations can feel repetitive, reinforcing assumptions about a consumer’s preferences instead of surprising or delighting them.
Furthermore, consumers increasingly recognise when an advert is generated without meaningful human input, leading to what some describe as a “synthetic” interaction. In a digital landscape filled with noise, this lack of personalisation can erode trust in the brand. To regain credibility, marketers must strike a balance between AI’s efficiency and the creative depth of human insight.
Recommendations for Recalibrating AI in Marketing:
1. Humanise the AI Process
AI is a tool, not a replacement for human creativity. Its strengths lie in data processing and pattern recognition, which can be used to identify trends and predict behaviours. However, relying solely on AI for creative decision-making can lead to tone-deaf messaging. Human involvement is essential to ensure that campaigns resonate emotionally and culturally.
For example, brands can use AI to pinpoint themes or pain points in consumer feedback but rely on human teams to craft narratives that address these insights authentically. A skincare brand, for instance, might use AI to identify that its audience is concerned about eco-friendliness. Instead of a generic, data-driven message, the human creative team could develop a campaign centred on relatable stories of individuals making sustainable choices.
2. Emphasise AI Transparency
Consumers are increasingly savvy about how their data is used, and they value transparency in brand communications. Admitting that AI plays a role in tailoring experiences can actually enhance trust—provided it’s framed in a way that highlights benefits rather than automation. For instance, companies might use disclaimers like, “This recommendation was generated using AI to better understand your preferences,” to position AI as a helpful assistant rather than an impersonal machine.
Transparency also involves addressing the ethical dimensions of AI. Consumers are more likely to support brands that openly discuss how their algorithms avoid bias and protect privacy. This transparency not only fosters trust but positions the brand as a responsible innovator in a crowded market.
3. Leverage AI for Foundational Consumer Research
While AI may falter in creating emotionally resonant messages, it excels at foundational research—an area where its vast processing power can be transformative. By analysing large-scale feedback from sources like social media, online reviews, and survey data, AI can identify emerging consumer needs that might otherwise be missed.
Take, for example, a beverage company seeking to understand changing consumption habits post-pandemic. AI could uncover hidden trends, such as a rising interest in functional drinks that boost immunity or relaxation. Armed with these insights, the brand could commission more nuanced qualitative research—such as in-depth interviews or ethnographies—to validate and deepen its understanding of these trends.
This layered approach ensures that AI contributes to consumer understanding without dictating it, creating a foundation for more thoughtful and impactful marketing strategies.
4. Use AI Responsibly to Build Consumer-Centric Experiences
AI’s ability to predict consumer behaviours is undeniably powerful, but predictions alone do not equate to meaningful connections. Over-reliance on AI’s predictive algorithms can lead to campaigns that feel formulaic, leaving consumers feeling like they’re being treated as data points rather than individuals.
Marketers should focus on using AI to enhance consumer-centric experiences by validating its findings with qualitative insights. For example, if AI identifies a trend towards sustainable packaging, brands should engage directly with consumers through interviews or focus groups to explore the emotional and practical drivers behind this preference. This dual approach ensures that campaigns are informed by data but grounded in human understanding.
5. Refine AI Algorithms for Cultural Sensitivity
In a globalised economy, one of the most significant challenges for brands is navigating cultural diversity. AI algorithms often fall short in this area, producing one-size-fits-all messages that fail to account for cultural nuances. A campaign that resonates in one market might inadvertently alienate consumers in another.
To address this, brands should invest in training AI systems with culturally diverse datasets and ensure human oversight in finalising campaigns. For example, an AI-driven campaign targeting a global audience might suggest the same visual motifs or slogans across markets. However, human reviewers can ensure that these suggestions are adapted to reflect local cultural values, idioms, and aesthetic preferences.
Looking Ahead: AI as a Strategic Ally
While AI may never replace the nuanced judgment of human creativity, its role as a strategic ally in marketing is undeniable. By using AI thoughtfully, brands can achieve a deeper understanding of their audiences, identify new opportunities for innovation, and create campaigns that are both efficient and impactful.
The key lies in shifting AI’s role from a standalone solution to a collaborative tool. By combining AI’s analytical power with human creativity and cultural awareness, marketers can craft campaigns that not only resonate but inspire. Furthermore, investing in foundational consumer research at the front end of innovation will ensure that AI-driven insights are rooted in genuine understanding, leading to more authentic and effective marketing strategies.
AI’s future in marketing will be defined not by its ability to replace humans but by its potential to amplify human creativity and consumer understanding. For brands willing to take a thoughtful, human-centred approach, AI can become a powerful enabler of meaningful connections and long-term loyalty.
