In a world of AI, be human

Recently I read an article about a quantum computing chip that completes tasks in five minutes that would take regular computers 10 septillion years (that’s a lot of zeroes).

We shouldn’t really be that surprised. It’s perfectly clear that computing and machine learning technology is booming and it is going to bring a swathe of new benefits to our sphere of business. My very un-bold prediction for next year is we will hear an awful lot about AI.

However, this over-reliance on and blind adoption of AI in the world of performance marketing should be cause for concern. AI is not a magic bullet; its effectiveness depends on human expertise to define goals, set boundaries, and optimise its application.

Which is why I am declaring 2025 the Year of the Human.

Earlier this year, I wrote about using in-app measurement, to highlight how relying only on machines could lead to poor business decisions. To that, I would add, now more than ever, those who keep their eye on the prize – the audience we’re marketing to – will reign supreme.

Credit: Igor Omilaev on Unsplash

In a world obsessed with AI, we need to ensure that our relationships with people are prioritised first and foremost. That means treating our customers like human beings instead of just advertising targets – a trap that many marketers fall into in the quest for profit.

To be in the right place at the right time for your customers, you need to really understand them. Any successful performance campaign requires thorough customer profiling and an understanding of how to deliver what they need.

At the end of the day, human beings don’t buy products, they buy the utility of the product – or the transformational state that product offers. Brands that form an authentic human relationship with their customers are the ones that succeed when they get to the moment of action.

Getting a proper handle on people’s desires and objections means you can target their pain points, showing that you understand their needs. Those who feel this are infinitely more likely to become repeat customers and brand advocates, helping your business succeed and grow.

The same goes for our relationships with business partners. The team at NP Digital place a lot of stock in the development of soft skills and creating a bedrock of trust with everyone we work with. Great partners share information, insights and their proprietary tech. And they’re not afraid to have honest conversations when a course correction is needed.

So in 2025, think about what your audience really needs as a priority – we are humans marketing to humans; AI is simply a tool to facilitate this communication.

If you can enact a strategy that makes your customers feel seen and satisfied, then you’re clearly on the right track. If you can do the same with those you work most closely with, then you’ve got a blueprint for success.

Ash Dharan is head of paid media at NP Digital.