AI Doesn’t Buy Shit: Why Your Marketing Strategy Should Focus on Humans

In a world where Artificial Intelligence is becoming the go-to solution for everything from customer service to creative design, it’s easy to get swept up in the idea that data is the answer to all your marketing problems. Impressions, clicks, engagement rates, ROAs, these are all stats that get a lot of attention, and for good reason. In fact, by 2025, we’re expected to generate and consume a staggering 180 zettabytes of data, according to the IDC Global Datasphere.

But here’s the thing: AI doesn't buy anything. People do.

If your marketing strategy is built entirely around algorithms, data points, and metrics without considering the humans you're trying to reach, you're missing the mark. Sure, AI can give you insights, optimize campaigns, and predict trends, but it can't tell you how a person feels or why they make a purchasing decision. Only humans can do that.

Data is Great, But It’s Only Part of the Equation

Look, I'm not saying we should toss out all the data. Data is essential. It helps us understand behavior, optimize campaigns, and measure success. But here's the problem: We live in a data-driven world where the numbers often overshadow the very thing that drives those numbers, human emotions.

The best marketing strategies don’t just rely on reach or engagement, they center around what resonates with people. When we fail to consider the emotional, irrational, and sometimes illogical factors that influence human decision-making, we’re ignoring the very core of why people buy things in the first place.

I’ve seen it firsthand. Many of the projects we work on have very little customer targeting information. So, when we dive into building a new brand or marketing campaign, we don’t start with KPIs or the VP of marketing’s vision. We start with the people, the customers. Who are they? What do they care about? What motivates them? Without this foundation, all the fancy data in the world won't help.

Humans Buy, Not Algorithms

Here's an example: Right now, I’m building a new brand for a client. And let me tell you, the very first step is understanding what the target customer will connect with, not what a brand executive or a data scientist thinks will work. Because at the end of the day, it’s the people who will be interacting with the brand, not algorithms.

Whether you're selling a product, a service, or an experience, you need to design everything around what your target customers will accept and connect to. And trust me, it’s not always what you expect. For instance, if you’ve ever worked in marketing, you know that the “data” says one thing, but the “human” factor is often something entirely different.

Data Needs Emotion to Drive Decisions

While AI and data-driven marketing help us make smarter decisions, they don’t account for the human emotions that actually drive those decisions. Take, for example, a wedding dress shop. Sure, you can analyze all the traffic data, clicks, and trends to drive a bride into your store. But in the end, her decision comes down to whether or not she feels that dress is "the one." The feelings, the connection, the experience, that's what drives a decision. Not the data.

This is why we need to balance data with human insight. Yes, data tells us what people are doing, but emotion tells us why they’re doing it.

Tapping Into Human Emotion is the Key

To truly connect with people, your marketing strategy needs to tap into their emotions, whether that’s fear, joy, trust, hope, or even a bit of aspiration. Let’s be real: marketing without emotion is like pizza without cheese, it’s missing the essential ingredient.

Storytelling is one of the best ways to connect with human emotions. Take Apple, for example. Their ads tap into fear (security and safety) and offer a solution. Think about the Apple Watch commercial where someone gets into a car accident, and the watch automatically calls 911. That commercial isn’t selling a product; it’s selling a feeling: peace of mind and security. Apple isn’t just a tech company; they’ve built a brand that connects emotionally with their consumers.

Nike, on the other hand, taps into inspiration, aspiration, and hope. Their campaigns inspire us to push boundaries and be our best. Nike isn’t just selling sneakers, they’re selling empowerment and a feeling of connection to something bigger.

Learn from Content Creators

There’s a reason content creators are so successful: they connect with their audiences on a deeply human level. They don’t rely on algorithms to tell them what will work, they listen to their followers. And when they build relationships, they build trust.

Brands often miss this mark because they treat their customers like transactions, not relationships. But the real magic happens when you stop seeing your customers as numbers and start seeing them as humans with thoughts, feelings, and emotions.

Take a page out of the content creator playbook: don’t just pay influencers to push your product, listen to them, learn from them, and understand their audience. That’s how you build true, authentic connections. It’s not about selling to them; it’s about connecting with them.

Rethinking Success: It’s Not Just About ROI

Let’s talk about success for a second. Too many brands focus solely on ROI, clicks, and conversions. But these numbers alone don’t tell you the full story. What’s really important is how customers feel about your brand, how loyal they are, and whether they’ll recommend you to others.

When you think about success, don’t just look at the cold, hard numbers. Look at the customer experience, how satisfied are they? How likely are they to return? These qualitative indicators matter just as much, if not more, than your reach or impressions.

AI Will Never Replace the Human Element

Let’s get real: AI is awesome, but it doesn’t buy anything. It doesn’t care about your product, your brand, or your message. AI is a tool, not a customer. It’s here to help optimize processes and analyze data, but it will never replace the importance of human insight in marketing.

If you want your marketing strategy to stand out, it’s essential to make the human element the centerpiece of everything you do. Yes, use data. Yes, leverage AI. But always remember that behind every click, every interaction, every purchase is a real person. And real people are what make the difference between a “meh” campaign and a marketing masterpiece.

Conclusion: Don’t Forget the Humans

At the end of the day, marketing isn’t about algorithms, KPIs, or fancy dashboards. It’s about understanding, connecting with, and serving real people. As marketers, we need to remember that humans buy things, not AI. So, when you’re crafting your next marketing strategy, ask yourself this: What will resonate with my audience? What emotions can I tap into? How can I connect with people on a deeper level?

Because in a world full of data and automation, it’s the human connections that will make your brand stand out.

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