Artificial intelligence is becoming increasingly woven into the fabric of modern marketing. From data analytics to automated customer engagement, the role of the human marketer is evolving, not disappearing. There is still a need for empathy, creativity, and strategic thinking.
We spoke with Katie Gray, founder, principal, and fractional marketing leader, and Meagan Sweigart, principal and fractional marketing consultant at Kinetic Marketing Communications, to explore how marketers can navigate this AI-powered era without losing the human connection that drives meaningful engagement. Their insights offer a grounded perspective on how to stay relevant, creative, and emotionally intelligent in a time when machines are doing more of the heavy lifting.
Why the Human Touch Matters in AI Deployment
As AI tools become more sophisticated, particularly in customer-facing applications, it’s tempting for brands to lean too heavily on automation. But both Sweigart and Gray warn that this can come at a cost, particularly when it comes to empathy.
“AI tools play a useful role in designing and deploying marketing automation and programmatic ad strategies to ensure optimal delivery,” says Gray. “However, these tools lack the humanity to emotionally connect with the audience they are serving the ads to.”
She points to the senior living sector and healthcare, fields where emotional nuance is paramount, which AI alone might miss. “Content and ad messaging require an empathetic, understanding and sincere tone for the audience to receive and positively respond to it.”
Sweigart echoes the warning about using AI in advertising, citing Coca-Cola’s failed AI-generated holiday ad as a prime example. “It highlights the risk of using AI to seem innovative while losing the human touch needed in customer interactions,” she says. “Removing humans from the equation entirely signals poor empathy by implying that customers aren’t worth a human’s time.”
AI as a Creative Collaborator, Not a Replacement
Contrary to the idea that AI stifles creativity, both leaders at Kinetic believe AI can actually unlock more of it when used as a collaborative tool, not a crutch.
“When used right, AI can act as the ultimate brainstorming buddy,” says Sweigart. “I’ve seen writers break through blocks, event planners uncover hidden-gem venues, and designers quickly mock up concepts so they can start designing immediately all thanks to AI.”
What separates effective use from misuse? According to Sweigart, it’s about who’s in control. “In each case, the human is in the driver’s seat, using AI as a tool for tapping into their creative flow and not using it to replace their own creative vision.”
What Skills Will Keep Marketers in Demand in an AI World?
With AI taking over more tactical functions, marketing professionals must shift their focus to more competencies. Which skill should be the most prioritized?
“Strategy,” says Sweigart. “Focus on developing the kinds of skills you’d use to direct a team or an employee to innovate and meet goals. You’ll be well positioned to lead a team or coach AI to get more out of this valuable tool.”
She adds that those in strictly executional roles, without that strategic oversight, are most at risk of being replaced by automation. “It’s about leveling up,” she says, “not leaning back.”
The Human-Centered Challenge: Avoiding AI Complacency
The biggest threat to human-centered AI? Complacency. Both Gray and Sweigart see different but equally pressing risks on the horizon.
“My biggest concern is that marketers and the general public will become complacent over time and too dependent on generative AI to create original content,” says Gray. “It can be a wonderful tool to enhance efficiency if used properly. However, it can also be a detrimental one when used to communicate misinformation or in the wrong way.”
She sees a need for stronger ethical guardrails and regulations to ensure people remain morally accountable when using generative tools.
For Sweigart, the concern centers on the next generation of marketers. “AI is well suited for many of the tasks we all handled as entry-level workers once upon a time,” she says. “Our biggest challenge in balancing AI in the workplace will be to ensure that workers are equipped with skills that aren’t made redundant by the very technology that’s supposed to help them.”
Her hope? AI literacy becomes a core skill taught in higher education. “Students are already using it anyway,” she adds.
Technology may be changing the tools of the trade, but it hasn’t changed the fundamentals: marketing will always be about human connection. Empathy, creativity, and strategy aren’t optional; they’re the differentiators that keep brands relevant and professionals in demand.
In the age of AI, marketers must learn to lead, not follow, the technology. And that starts with being more human, not less.
Spencer Hulse is the Editorial Director at Grit Daily. He is responsible for overseeing other editors and writers, day-to-day operations, and covering breaking news.
