One Thing AI Won't Replace

There’s one thing in marketing AI will never replace...

Author

Tristan Pelligrino
August 15, 2024

AI handles a lot of mundane tasks for marketers.

And it’s creeping into nearly every area of marketing.

But there’s one thing AI will never replace in marketing…

1:1 conversations.

As AI improves marketing workflows, conversations with prospects, customers, peers, and industry leaders become more valuable.

Jacob Brain, Director of Operations @ Marketers in Demand

For a marketer, conversations are crucial and help:

  1. Build trust - When you genuinely talk with your prospects or customers, you show you care as an organization. You enable people at your company to create a more natural connection.

  2. Highlight unique experiences - To stand out, your marketing team has to share your company’s unique perspectives, which stem from real-world experiences. Conversations allow you to capture stories and weave them through different types of content.

  3. Foster a deeper understanding - With true 1:1 conversations, you can uncover real problems your customers face. You can go beyond surface-level information and explore challenges from many different angles. This then feeds into your company’s messaging—whether it’s your homepage copy or a LinkedIn ad.

In a recent episode of the Content Cocktail Hour, produced by The Juice, I talked about the importance of conversations:

❝

AI can summarize a conversation. You can have AI help you on the video editing side to spin out a lot of different pieces. There are a lot of different things that we'll be able to do in the future. But I do believe that 1:1 conversations will always be a big part of marketing.

Tristan Pelligrino, Co-Founder @ Marketers in Demand

So what does this mean for marketing teams?

Every single marketing team should have a steady flow of conversations.

This could be a podcast.

It could be a video series.

It could be an internal interview series with subject matter experts.

It could be customer research interviews.

It could be a lot of things.

But to truly reach prospects and create momentum for your product or service, your marketing team must find a way to have 1:1 conversations consistently.

And I don’t believe this will ever change.

From a marketing standpoint, how are you balancing the scale of AI with genuine 1:1 conversations?

— Tristan Pelligrino, Co-Founder @ Marketers in Demand

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— Tristan Pelligrino, Co-Founder @ Marketers in Demand

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