Humanising tech: A vision for the future of marketing

Over the past two decades, I've had the privilege of witnessing the transformation of marketing from its early, analogue roots to today's AI-driven digital landscape. While technology has undoubtedly revolutionised how we connect with audiences, it's also brought new challenges—chief among them, the risk of losing the human touch that underpins effective communication.

For me, marketing has always been about people. It's about building relationships, understanding emotions, and crafting stories that resonate on a personal level. This is the foundation of my approach: a 'person-to-person, not business-to-business' philosophy that has guided my work across industries. As the world becomes more connected through data and digital platforms, I believe the future of marketing lies not in technology alone but in how we humanise it.

Technology is Just a Tool—Human Connection is the Goal
AI, automation, and data analytics allow us to reach more people faster than ever before, and that's a wonderful advancement. But the danger is that we become too focused on the tools and lose sight of the people behind the data.

Technology has democratised channel marketing, but it's by humanising B2B marketing - emphasising connections through stories, emotion, and personalising experiences - that we can leave a lasting impact. When I craft a marketing strategy, the first thing I ask is: how do we make this human? Because, at the end of the day, every buyer, decision-maker, and stakeholder is still a person. They have emotions, goals, and frustrations, and if we fail to connect on that level, we fail to make a lasting impression.

The Power of Storytelling and Empathy
Data is invaluable - it gives us insights into behaviours and preferences. But data doesn't create an emotional connection. That's where storytelling comes in. Stories have the power to move people, to inspire action, and to foster loyalty. In my experience, the most successful marketing strategies are those that blend the analytical with the emotional.

I've always been fascinated by how storytelling can turn a seemingly mundane product or service into something meaningful. It's not about selling features; it's about illustrating how what we offer makes people's lives easier, better, or more fulfilling. When we connect on that level, we build not just customers but advocates.

Empathy is the key. The more we understand the challenges, aspirations, and pain points of our audience, the better equipped we are to create solutions that truly resonate. In a world that's increasingly defined by data, it's easy to overlook the importance of truly listening and understanding, but it's this empathy that can set a brand apart in an overcrowded market.

Focus and Specialisation: Clarity in a Noisy World
One of the biggest mistakes I see in marketing is the attempt to be everything to everyone. It's a tempting strategy - after all, why not cast the widest net possible? But in my experience, focus is far more powerful. In an era where customers are bombarded with messaging from every direction, clarity is king.

I often compare marketing to a light bulb versus a laser. A light bulb can illuminate a room, but a laser can cut through steel. The same is true in marketing - focusing on what makes your message unique and relevant to your audience is what cuts through the noise – and after all, shouldn't we be breaking through the noise versus simply making it?  Being all things to all people leads to diluted messaging. But when we focus on truly understanding our audience, we can craft messages that speak directly to their needs and emotions, leading to deeper, more meaningful connections.

The Future of Marketing: Blending AI with Emotional Intelligence
Looking ahead, it's clear that Generative AI will continue to shape the marketing landscape. We're already seeing how AI can help marketers predict behaviours, tailor messages, and optimise campaigns in real-time. It's a powerful tool, but it's not the whole picture. As AI takes on more of the analytical work, the human element becomes even more valuable. I've long being a firm believer in the need to see the whites of someone's eyes to truly understand them, and that holds true in marketing now more than ever before. 

I believe the future of marketing lies in blending the precision of AI with the warmth of human connection. Automation will handle much of the data crunching, but it's up to us, as marketers, to ensure that the messages we deliver are infused with emotion and empathy. AI can tell us what people are doing, but it's our job to understand why they're doing it - and to create marketing that speaks to those motivations.

In this sense, the role of marketers is evolving. We need to be both technologists and storytellers, balancing the analytical with the creative. As AI takes over routine tasks, we'll have more space to focus on the human aspects of marketing - building relationships, creating narratives, and understanding the emotional drivers behind decisions.

Authenticity is the Future
In an age where consumers are more informed and discerning than ever, authenticity is critical. Audiences can spot insincerity from a mile away. That's why I believe the future of marketing lies in being genuine, in ensuring that every message we put out there is rooted in truth and aligned with the real experiences we're delivering.

Whether we're talking about sustainability, corporate values, or customer promises, it's not enough to say the right things - we have to live them. Marketing that's disconnected from the reality of a company's actions is not only ineffective, but it can also damage trust. For me, the goal is always to ensure that our marketing isn't just about selling a product but about building trust, fostering loyalty, and creating long-term relationships.

Humanising Tech in a Digital World
As we move further into an AI-driven future, my vision for marketing remains rooted in a simple truth: people want to connect with other people. No matter how advanced our tools become, the brands that will succeed are those that understand the importance of human connection. It's not about more data or more automation - it's about using those tools to create more meaningful, personal, and lasting interactions.

We're on the cusp of an exciting era in marketing, but we mustn't lose sight of the fundamentals. Empathy, storytelling, and human connection are what will continue to drive success, even as technology reshapes the landscape. By balancing the technical with the emotional, we can ensure that marketing remains a powerful tool for building real, lasting relationships in an increasingly digital world.