Striking the Balance: Using Generative AI to Scale Personalization Without Losing the Human Element of Marketing

As emerging uses for artificial intelligence in the field of marketing stand to create a “sea of sameness” for both consumer and B2B brands, those considering a human touch will rise to the top.

Whether it’s adding hand-drawn illustrations that were inspired by AI idea generation to a brand style guide or the ability to get far more granular than ever before with targeted marketing messages, AI will be the ultimate collaborator for creatives in 2025.

Last year, Prophecy surveyed 175 marketing professionals at the 2024 Cannes Lions Festival and found that 82% of professionals in attendance felt that AI was enhancing their creative process.

The message from most marketers is consistent: without human empathy and oversight, AI could further isolate the audiences it’s trying to reach.

Troy Gary, Senior Vice President at Prophecy, shares insights on how AI is shaping his daily work and the broader marketing landscape.

How are you currently using AI in your day-to-day work?

Troy: From a brand strategy standpoint, I see AI as a ‘co-pilot’—just like Microsoft nailed it with their branding. It kick-starts my workday and helps wrap it up. It’s my research analyst, email editor, day planner and sometimes even therapist. For me, it’s always been about working smarter, not harder.

More specifically, I find it fascinating to first hear what ChatGPT or Gemini has to say as the voice of the internet on a company or topic I might be researching. Then, I bring in real human expertise—that’s where the heart, or let’s say “the meat and potatoes” of my work, really is.

This combination not only sparks initial thoughts but also helps me vet cliches and sharpen my insights, essentially elevating the quality and speed at which I develop my personal strategies and action plans.”

What are you most excited about regarding the future of AI?

Troy: What excites me the most about AI’s future is its potential as the great equalizer. It promises to level the playing field, providing powerful tools to both the haves and the have-nots, transforming the disenfranchised into real contenders across industries: sports and personalized coaching, music production, art creation, and even personalized learning in the classroom.

AI is set to dismantle longstanding barriers, offering those previously sidelined a chance to shine based on merit alone, reshaping almost every industry imaginable.”

What hot takes do you have on AI?

Troy: As AI begins to streamline routine tasks across industries, the real differentiator will become brand personality. Branding is about humanizing companies, creating connections that transcend transactional interactions.

As AI automates more processes, the soul of branding—the ability to evoke emotion—will be critical. How you resonate emotionally will determine your success in an AI-saturated landscape.

Think about it—who really came out on top? Was it the soda company that just sold a drink, or the one that sold “happiness in a can”? Or consider the tech giants: did the one peddling just another smartphone win, or the one that delivered simplicity wrapped in elegance? These brands didn’t just push products; they made emotional connections.

So, when the marketplace becomes a sea of sameness, where every widget looks and operates identically, what will truly differentiate you? It’s how deeply you resonate with your customers beyond mere transactions.

I believe the AI revolution is poised to redefine branding yet again, particularly for the B2B sector, which has traditionally lagged behind in innovation.

What do you see for AI in the next 3 to 5 years?

Troy: Over the next 3 to 5 years, I see AI’s impact as both significant and subtle, kind of like how broadband internet became so essential that we hardly notice it—until it’s down. And let’s be real—even if my internet drops while I’m cruising at 30,000 feet in the air, I’m still livid. Just imagine the scene if ChatGPT went offline for a day.

AI is quickly becoming the invisible backbone of our daily lives, and we’re only beginning to scratch the surface of how much we’ll depend on it. As the initial hype matures and settles, AI’s role will evolve, much like how Photoshop transformed digital art or the assembly line revolutionized manufacturing. It will integrate so seamlessly into our workflows that we’ll find ourselves with more time to focus on the things that really matter.

Any parting words?

Troy: Looking forward, I’m genuinely excited about the prospect of ending my workday earlier thanks to AI. As a culture, we’ve become obsessed with productivity, and AI has the potential to redefine what “productive” even means.

This technology is set to halve our workload and double our leisure time, allowing us to focus more on what fulfills us personally and professionally. We are on the verge of an AI-driven efficiency revolution—one that promises not just to streamline our work but to significantly enhance our quality of life.

So, me personally? I can’t’ wait to kick up my shoes and relax my feet.