How AI, data, and platforms can converge to make brand interactions more human in 2024

“The world is changing faster than ever!”
“Tech is advancing at an exponential rate!”
“Robot overlords!”

We get it. Sure, if it’s mostly true, but what can we as marketers do to survive and grow in this ever-shifting environment? Of course you need to be more digital. You also need to be more human.

Humanity is the warm and fuzzy core of technology’s cold and crunchy shell. It’s what connects us with others, inspires us to create, and drives us to make a difference. It’s what sets us apart from the machines and platforms that are increasingly enmeshed in our lives. But humanity is also fragile. It can be lost, forgotten, or ignored in the pursuit of efficiency, convenience, or algorithms.

Brands that want to survive and thrive beyond the next 3, 5, or 10 years will be the ones that embrace both the gooey and the crunchy; those who use digital to be more human.

In working across a diverse range of industries across healthcare, pharma, tech, CPG, business process outsourcing (BPO), and sports, we at S50 see similarities to customers that others might miss. There’s a lot you can learn from observing a first-time homebuyer and people using genetic screens.

In a series of blog posts, we’ll share with you some of the insights, ideas, and examples of how to be more digital and more human, especially with AI, in 2024. We will explore topics such as:

  • How to use AI to enhance (not replace!) human creativity and intelligence. AI can help us generate new ideas, overcome our own cognitive biases, as well as evaluate and refine our concepts — all while shortening the time from concepting to launch and improving performance.

  • How to design digital experiences that are personalized, intuitive, and engaging. AI can help us understand and anticipate the desires, preferences, and emotions of our customers so we can tailor our digital products, messaging — creating services to make them feel that the brand really “gets them.”

  • How to leverage data and analytics to understand and anticipate customer needs, behaviors, and trends. AI can help us collect, analyze, and visualize large amounts of data, and extract meaningful insights and patterns from them — maybe even helping us skate to where the puck is going.

  • How to communicate with authenticity, emotion, and impact. AI can help us craft compelling messages, stories, and content that use data to resonate with our audience — helping them feel seen, heard, and valued.

  • How to foster a culture of innovation, collaboration, and diversity. AI can help us create a more inclusive, diverse, and innovative work environment, where we can learn from each other, share ideas — and solve problems, big and small, together.

Join us on this journey. We’ll explore how to be more digital and more human in 2024 together. Because the future belongs to those who can balance both.

Stay tuned for our next post, where we will dive into the first topic: How to use AI to enhance, not replace, human creativity and intelligence.

More Digital. More Human.

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