Introduction
In a world where “AI this” and “ChatGPT that” are everywhere, you might be tempted to let AI do all the heavy lifting in your marketing strategy. But here’s the reality: AI alone doesn’t guarantee results. To really connect with your audience—and get the best ROI—you need to bring in that all-important human touch.
In our agency’s experience, humanized AI is the future of marketing. We’ve done the research, and here’s what we’ve learned: while AI can create quick drafts and help scale content, human creativity and nuance still outshine the bots. Let’s dive into how you can humanize AI in your marketing with three actionable steps that combine the best of both worlds.
AI is incredibly efficient at creating drafts, and that’s why it’s such a valuable tool for marketers. But while AI can write something that looks good, it often lacks the emotional pull and creative flair that make content compelling.
In a study we ran comparing human vs. AI-generated ad copy, human writers outperformed AI in 9 out of 12 cases for cost-effectiveness and in 5 out of 12 cases for click-through rate (CTR). AI-generated copy is great for speed, but it’s often too robotic and doesn’t resonate with audiences on a personal level. Human marketers, with their nuanced understanding and creativity, still achieved higher CTRs and lower costs in most scenarios.
One downside of relying solely on ChatGPT for content creation is the overuse of certain AI-generated buzzwords like “unlock,” “elevate,” and “delve.” These words may sound impactful, but they’re often red flags that shout “AI-generated content,” which can lead to readers quickly scrolling past. Audiences are becoming savvy—they can spot AI-written phrases from a mile away, and when everything sounds the same, it loses its appeal. By bringing in human writers for final edits, you avoid these over-used phrases and keep your content fresh, authentic, and engaging. After all, originality is key to standing out in today’s crowded digital landscape.
Takeaway: Use AI for fast drafts and data-driven suggestions, but always have a human add the finishing touches. That extra layer of empathy and context can make all the difference.
One of the easiest ways to humanize AI in marketing is to create custom GPTs tailored to specific tasks or roles. Think of it like giving AI a focused job description so it knows exactly what it’s supposed to do. I’ve personally created GPTs tailored for tasks like competitor research and proposal drafting, and they’ve become invaluable tools for our agency.
For example:
Custom GPTs let you harness AI’s speed and accuracy while keeping it relevant to your business needs. They make AI a helpful “assistant” rather than a generic tool, providing better support for everything from lead generation to content creation.
Takeaway: Invest time in creating or customizing GPTs that align with your business goals. This approach keeps your marketing focused, efficient, and personalized.
Finally, let’s talk about one of the biggest debates in digital marketing today: AI vs. human-generated content. Here’s the thing: it doesn’t have to be one or the other. Instead, use a hybrid approach to create content that’s both efficient and effective.
When we tested AI-generated copy against human-written content, AI was a great starting point, but human input brought the magic. AI drafts can provide structure and save time, but human editors are essential for adding personality, humor, and cultural relevance that resonate with real people. This combo of AI speed and human creativity is what makes content stand out.
For instance, when writing social media ads, AI might draft a solid outline, but a human copywriter can take that outline and add context, emotional appeal, and targeted language that drives engagement. This approach not only improves quality but also boosts efficiency—giving you the best of both worlds.
Takeaway: Use AI for the initial draft, then hand it over to a human for editing and fine-tuning. This combination helps you scale content production while keeping your brand voice authentic and relatable.
The future of marketing isn’t about choosing between AI and human input—it’s about finding a balance that amplifies the strengths of both. With AI, you get scalability and data-driven insights. With human creativity, you get emotional depth, context, and relatability.
By starting with AI for speed, creating custom GPTs for specific tasks, and adopting a hybrid approach to copywriting, you can build a marketing strategy that feels human—because it is. And that’s what audiences connect with.
So, ready to make AI work for you, instead of just for the numbers? Let’s start humanizing AI in marketing and watch those click-through rates soar.
For further reading, check out the blog Introduction to AI in Digital Marketing.
Co Founder of Merged Media & Co Owner of Chatello.ai
He is the co-founder of Merged Media, an award-winning digital marketing agency specializing in AI-powered strategies. A sought-after speaker and educator, Jason teaches "Leading Change in Digital Tourism" at George Brown College and has presented at major events like Affiliate World and AdWorld. From his unique journey as a Japanese rockstar to building a successful agency, Jason combines creativity and innovation to help businesses worldwide scale their growth and achieve transformative marketing results.