The Future of Marketing: AI, Automation, and Authentic Human Connection
In a revealing conversation with Benjamin Ard, Co-founder and CEO of Masset, we explore how artificial intelligence is reshaping marketing while highlighting the enduring importance of human connection. As a leader in content management solutions, Benjamin offers unique insights into the evolving marketing landscape and the delicate balance between automation and personal touch.
The Rise of AI in Marketing
For Benjamin, artificial intelligence has become an indispensable tool in modern marketing. “ChatGPT – as a startup founder, there are so many things you can ‘outsource’ to AI that make efficiencies amazing as a business,” he explains. This embrace of AI extends to his own company’s operations, where technology plays a crucial role in managing their ambitious content production schedule.
“We run a podcast that has episodes released 5 times per week. Each of those episodes are 15 minute interviews and would be impossible to manage without automation and AI,” Benjamin shares. However, he emphasises the continued importance of human involvement: “The actual interviews need to be conducted by humans getting actual human insights, but once you’ve got that material, there’s a whole bunch AI can do for you with it.”
The Changing Role of Marketers
Looking ahead, Benjamin predicts significant changes in marketing skillsets. “Marketers are always going to need to be good writers, but with AI, they may become more of researchers and editors than actual writers,” he notes. “I don’t care what technology comes out, the need for marketers to collect, analyse and report on data becomes more important every single year.”
Content Strategy and Customer Connection
At Masset, the approach to customer outreach focuses on value creation. “We believe that providing meaningful content and education proves that we know and love our space,” Benjamin says, explaining how this strategy has built momentum in becoming “the first call someone will make” when needs arise.
One of Benjamin’s proudest achievements in 2024 was launching an innovative content management system. “We launched a centralised system for tracking b2b content and integrated AI into that solution, so finding the right materials for a prospect, employee, or partner is accurate and easy.”
The Future of Marketing Technology
When discussing the future of marketing technology, Benjamin envisions significant changes in how people interact with content. “The way businesses interact with the internet and content in general is going to change,” he predicts. “You can see the widespread adoption of chat-based systems from AI, but as soon as AI is enveloped in meaningful UIs, you’ll see that people’s content consumption, no matter the source, will drastically change.”
Implementation Challenges and Solutions
Benjamin emphasises the importance of full commitment for companies looking to implement new technologies: “When new technology is brought into a business, everyone needs to lean in. Half-baked launches lead to half-baked results.” His advice? “Make sure there is a clear owner and make sure adoption and awareness along with onboarding and maintenance or a part of the required objectives for that individual.”
Looking Ahead: AR vs. VR
While many focus on virtual reality and the Metaverse, Benjamin sees more potential in augmented reality. “I don’t think people want to live in an alternative metaverse. I do think they want to live in an augmented version of their actual lives,” he states firmly. “I’m a big believer that augmented reality is a far greater thing to learn than virtual reality.” He emphasises AR’s unique ability to enhance storytelling: “AR allows the story to be ‘present’ with you in your space. It makes your world the screen.”
Data Privacy and Management
On the crucial topic of data privacy, Benjamin’s approach is straightforward: “First of all, don’t share it. Second of all, publish that you don’t with appropriate documentation.” Regarding data enrichment, he advocates for transparency and direct engagement: “If you want a piece of information, give your prospects a reason to give it to you and ask them for it.”
Marketing Inspiration: Memorable Campaigns
When asked about memorable marketing campaigns, Benjamin shares an intriguing example from his home state. “Snowbird, a local Utah ski resort, launched an amazing magazine ad. It showed someone skiing in really deep snow and had a 1-star review printed on it from their Google reviews. It said something like ‘Snowbird is too hard to ski’,” he recalls. What makes this campaign particularly clever is its strategic targeting: “Snowbird was advertising who they wanted at their resort by showing who didn’t belong.”
As Benjamin Ard highlights, the future of marketing lies at the intersection of advanced technology and authentic human connection. While AI and automation enable unparalleled efficiencies and personalisation, the heart of great marketing remains rooted in genuine insights, creativity, and trust. By embracing innovation while staying committed to meaningful relationships, marketers can navigate the rapidly evolving landscape with confidence and purpose—transforming challenges into opportunities for growth and impact.
A big thank you to Benjamin, Co-founder and CEO of Masset. If you want to connect with him, feel free to reach out via LinkedIn!
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Last updated: December 2024
