Insights

5 ways to find the perfect balance between AI and human touch

AI is everywhere, all the time, in almost every business. Its development and power are only growing stronger. Read along to get tips on how to stay human in an AI world.

Category Content marketing
Date 17. June 2025

Has marketing been reduced to AI talking to AI? It might seem that way – and we get it! We’ve seen plenty of insightful and innovative ways to use AI tools to boost productivity and support creative development in marketing.

But once everyone started posting AI-generated personalized starter packs, videos of “people” with too many fingers and odd proportions or “homemade” songs with lyrics that don’t rhyme, the fAItigue got real. (Yes, we made up a word for that feeling of AI overload.)

We’re not so old-fashioned that we can’t appreciate the endless possibilities AI brings. But we’d also like to remind you not to forget the human touch in your marketing efforts.

Instead of debating whether to choose one or the other, think of AI as an empowering tool – a supplement that helps you uncover insights or ideas you might not have explored otherwise.

Here are five ways to help your brand stay human while the AI engine does most of the heavy lifting:

1. Boost creativity with AI

What is great about AI is its ability to brainstorm, structure ideas and analyze relevant data at the blink of an eye. It can help you make informed decisions faster than ever.

But don’t let it take over your entire marketing presence. When it comes to content creation, too many elaborate adjectives or unnatural sentences are quickly picked up by most readers and make you come off inauthentic. And people do not like that.

People like to hear from and about other people – especially when making purchasing decisions. In fact, one survey shows that 95 % of people say that reviews – whether they are positive or negative – influence their purchasing decisions.

For your business this means that you should use AI to boost and not replace creativity in your marketing activities.

2. Be real about AI use

If you use AI, be real about it! Make a disclaimer when you use AI assistance.

  • For financial advisors, that would involve informing clients that AI assists them in work, but that any decisions are made by humans.
  • For content creators, it could involve including a small caption stating that AI has been used to generate an image or assist in writing text. For instance, Canva does this by clearly marking visuals created with AI design tools, to ensure transparency and build trust.

And yes, this blog post was created using a brainstorming session with an AI chat, but a real person made all the creative decisions. The fAItigue-term? That came from a human being and was typed on a physical keyboard.

3. Put people at the center of your content

We meant it when we said people prefer to hear from and about other people. Include real people, their thoughts, testimonials, reviews and other statements in your marketing to keep your authenticity intact.

A survey shows that 90 % of consumers say that authenticity and trust is important when choosing brands. And trust in a company is often based on other people vouching for or endorsing them – so make space for real voices.
This doesn’t require a massive marketing budget. By showing positive customer comments in an Instagram reel, you can demonstrate that real people use and care about your products or services.

4. Maintain human touch-points

Using AI-generated data to tailor content for different audiences is a smart way to save time and increase efficiency. But don’t lose the personal touch. Maintain human touch-points – whether through personalized recommendations, real-time customer support or at least a channel for speaking directly with a human.

Most people don’t want to purchase something entirely from a machine. They want to know there’s a person behind the screen who cares about their needs. Make sure your brand provides a way to communicate human-to-human.

5. Make room for emotions

Efficiency is critical for most companies, and automating workflows with AI has made life easier for many brands. But if automation comes at the cost of losing emotional connection, it can damage your brand and customer loyalty.
Emotions are powerful drivers of both purchase decisions and long-term loyalty. In fact, research shows that emotion is the biggest driver of loyalty in many industries.
You can foster emotional connections in simple ways – like including a handwritten thank-you note with an order. It’s a small gesture that signals this is more than a transaction; it’s a relationship with a real, human brand.

Get out there and stay human

You’re probably already using AI to speed up workflows and operate more efficiently. With these tips, we hope you’ll also remember to preserve the human touch that sets your brand apart. It’s all about finding the right balance.

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