Balancing Innovation, Authenticity, and Human Creativity With AI

Shizu Okusa, founder and CEO of Apothékary, pointed out AI’s potential to improve operations while maintaining emotional connections. “About 80% of our customer service is now completely automated through AI, yet our satisfaction score has increased, because we automated thoughtfully with our customers in mind” she shared.

“The real opportunity with AI is understanding its limits,” Huelskamp added. “Brands that use AI to complement, rather than replace, human creativity and emotional intelligence will come out ahead.”

AI as an enabler, not a replacement

(L-R) Accenture Song’s Heather Hildebrand, The Non-Obvious Company’s Rohit Bhargava, Kantar’s J. Walker Smith

As AI reshapes marketing, panelists agreed that success depends on integrating technology without losing the human touch. “AI can optimize campaigns, but brands still need strong identities,” Smith said. “First-party data, a distinctive brand voice, and product confidence are more critical than ever.”

It’s also essential to remember that AI’s influence extends beyond advertising. “We’re heading toward a world where AI will be the primary filter between brands and consumers,” Lee noted. “Marketers who understand how to position their brand within this AI-mediated landscape will have a competitive advantage.”

Ultimately, AI is not the end of human-driven marketing—it’s a tool to enhance the creative process. “The best AI-powered experiences are the ones where you don’t even notice the AI,” Lee said. “It’s not about AI replacing us. It’s about AI making us better at what we do.”

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