营销的权力伙伴：人工智能与人的本质

AI AND THEHUMAN ESSENCE How to Enable Successin The Age of AI TABLE OF CONTENTS AI + HUMAN ESSENCE CONTRIBUTED COMMENTARY Executive SummaryMethodology & Respondent DemographicsPower of Human ExperienceHuman in the LoopRedesigning WorkflowsPersonalization & LoyaltyCampaign & CreativitySpeed, Efficiency & AdaptabilityCollaboration ChallengesWhat’s AheadBreakout: United States, Europe, APACBreakout: B2B vs. B2C/HybridConclusion368101 21 518212427303132 Maitri Kumar, WongDoody33 EXPERT INSIGHTS Laurent Hren, Orange BusinessMaz Jamasbi, Gap Inc. (recently)Stephen Shultz, First AmericanMaria Samoilescu, Prudential Financial (recently)Shoma Narayanan, DBS BankAjay Kakar, Adani Group343537394143 ABOUT Sponsors and Partners45 EXECUTIVE SUMMARY What transforms AI in marketing from promising technology into a truegrowth engine that reshapes performance and customer connection?Don’t ask ChatGPT. The real answer comes from living, breathingmarketers who partner with AI every day. Our study shows how humanmarketers play a critical role in achieving ROI and making emotionalconnections with customers. AI Delivers Stronger ROI When Humans and Technology Workin Tandem: “Power Partners” Are Far More Likely to ExceedExpectations and Generate Measurable Returns Q: IS AI IN MARKETING ACHIEVING ROI? Marketing performance doesn’t just improve; it transforms. AI Accelerates, Marketers Connect The most successful marketing organizations, which we’re calling“Power Partners,” understand the irreplaceable role of human marketersin an AI-powered environment. They marry the horsepower of AI withthe strengths of human marketers, combining automation, insights andoptimization with emotional context, cultural awareness and empathy. “AI can tell us what’s typical. Human creativity tells us what’s possible,”says Stephen Shultz, vice president of brand marketing at FirstAmerican. “The difference between those two defines great marketing.” On the opposite side of the spectrum, “Emerging Partners” don’t leaninto this collaboration. They rarely, if ever, redesign marketing workflowsso that AI and human marketers work seamlessly. As a result, theirmarketing performance lags behind their more progressive peers. Power Partners:Understand the irreplaceable role of human marketersin an AI-powered environment. They marry the horsepower of AI withthe strengths of human marketers, combining automation, insights andoptimization with emotional context, cultural awareness and empathy. Emerging Partners:Tend to treat AI like a productivity layer. They plug AIinto content creation, test a few copilots, automate a handful of tasks andcall it transformation. That is not transformation, that is digital duct tape. EXECUTIVE SUMMARY 7 in 10 “Power Partners” Excel at Emotional CustomerConnections “AI can tell us what’s typical.Human creativity tells us what’spossible. The difference betweenthose two defines great marketing.” Our study shows the performance gap is widening. With AI in marketing,73% of Power Partners say they either exceed ROI expectations or haveclear, measurable returns. Only 22% of Emerging Partners say the same. Thedivide is just as stark when it comes to customer connection. Nearly 70% ofPower Partners report making good and frequent emotional connectionswith customers, compared to 40% of Emerging Partners. — Stephen Shultz, VP of BrandMarketing, First American These numbers paint an unmistakable picture: real marketing advantage liesin the collaboration. Power Partners unlock outcomes that many brands still chase: richerpersonalization, higher customer lifetime value, more effective campaigns,distinct creative expression, and greater speed and adaptability in the faceof shifting buyer behavior. This isn’t theoretical — it’s happening right now. Q: ARE YOU MAKING AN EMOTIONAL CONNECTION WITH CUSTOMERS? Power Partner EXECUTIVE SUMMARY Challenges: Roles, Skills & Data The Biggest Performance Divide Comes Down to Integration:Power Partners More Effectively Combine AI with HumanExpertise, While Emerging Partners Struggle to Connect the Two Of course, becoming a Power Partner is not easy. Ourresearch shows several obstacles, such as building AIskills among human marketers and preparing data for AIanalysis. Leaders must also clearly define which tasksAI should own and which demand a human marketer’sjudgment and nuance. Q: ARE YOU INTEGRATING THE POWER OF AI WITH THESTRENGTHS OF A HUMAN MARKETER? The toughest challenge of all may be overcoming humanmarketers’ resistance to change. AI is disrupting marketingroles and workflows faster than any technology beforeit, and with that disruption comes fear. Anxiety about jobloss is widespread, from senior strategists to entry-levelpractitioners. While marketers have adapted to earlierwaves of automation and data-driven decisioning, AI’spotential feels bigger. That magnitude can be intimidating Turning Risk Into Advantage But it is also full of possibility. Our study looks a