Or, how to balance automation with a human touch.
Well, well, well.
If it isn’t a blog post dedicated to everybody’s favourite thing to talk about: AI—our best friend in efficiency and, if you ask certain writers and creators, a barely formidable enemy when it comes to keeping things human and real.
In the race to automate everything we can, there’s a real temptation to let algorithms run the show. But here’s the thing: humans can tell when there’s no soul behind the screen, and in marketing (and also very much in life), that can be a deal-breaker. So how do we make the best of our digital brains without becoming soulless robots ourselves?
Let’s dig into the art (and science!) of balancing our humanness with just the right amount of automation.
Why Authenticity Matters More Than Ever
Authenticity in marketing is, in some ways, like a perfect cup of coffee (or tea, are you more of a tea person?) —it’s not easy to get right, but when you do, people keep coming back for more. But with so much automation out there, customers have become a bit wary. They can tell when a message is crafted by a bot, and they’re less likely to engage with brands that feel, well, a bit too “robotic.”
Recent studies show that 88% of consumers say authenticity is important when deciding which brands they like and support. And that’s no surprise—would you be more likely to trust an email from “MarketingBot 3000,” or from a real person sharing their very real story?
Identifying Tasks That Benefit Most from Automation
The great news is, not every single marketing task needs to ooze personality. There are plenty of behind-the-scenes tasks that are actually better handled by machines (and no offense, but they’re probably faster at it too). Think audience segmentation, data crunching, and A/B testing. These are all jobs where speed and precision matter more than warmth and relatability. Automating repetitive tasks like scheduling social media posts, sorting data, or sending confirmation emails means marketers get more time to focus on the fun stuff—like creating that spot-on messaging. So let the machines do what they’re great at, and save your own talents for tasks that really need a human touch.
Where the Human Touch Is Essential
Automation is all well and good, but some areas require a dose of genuine humanity. People want to feel like there’s a real person on the other end, especially in situations that involve emotions, stories, or problem-solving. When it comes to customer service, storytelling, and brand voice, human input shines. These are places where a bot can miss the mark, lacking the empathy and relatability that people respond to. Super-successful brands like Apple and Trader Joe’s have built their reputations on human-centered customer service, showing that sometimes, a real person really does make all the difference.
Integrating AI in Content Creation Without Losing Personality
We’re not saying you have to ignore AI for content creation. Far from it! The trick is to use AI as your assistant, not your ghostwriter. AI can help with brainstorming, generating content ideas, or even suggesting blog outlines (is this starting to feel a bit meta?). The key here is not allowing it to pilot the entire thing.
This approach allows you to keep the personal flavour that connects with audiences. Take ChatGPT as an example —when it comes to writing, it’s great at generating ideas and adding structure, but the personality? The depth? The human life experience required to tell a proper story? That’s all you, friends.
Best Practices for Testing and Adjusting Your Approach
No one gets it perfect on the first try (sigh… if only). The ideal balance between automation and humanness requires regular tweaks. A/B testing is your friend here. Track your engagement metrics to see where people seem to respond better—are they loving the personal, human-like emails, or do they seem perfectly happy with a slick automated workflow? Adjust based on feedback, iterate, and be ready to change things up as you get to know your audience better. Remember, automation is a tool, not a set-it-and-forget-it solution.
In the end, it’s important to remember that automation and AI can be a marketer’s best friend—but only when they’re balanced with authenticity and care. In an era where everyone’s vying for digital attention, a little human touch can go a long way in making your brand memorable. So the next time you’re automating a campaign, ask yourself: is this engaging, or is it just efficient? Because in marketing, just like in life, it’s the human moments that people remember.
(And if you’re reading this and wondering whether or not a bot helped write it…well, wouldn’t you like to know! But also: isn’t that just a testament to a job well done?)
**
Real, true connection is where we thrive! Contact us today and let’s infuse your marketing with the perfect balance of efficiency and humanity: https://10-twenty.ca/contact/