AI vs. Gut Instinct in Marketing

The Role of Gut Instinct in the Age of AI

Historically, successful marketing campaigns have relied on human creativity. However, the rise of AI and data analytics raises the question of whether marketers will need to give up some of their artistic freedom.

Advertisers and marketers recognize the importance of original ideas. According to David Ogilvy, human creativity has been a key factor in the most impactful advertisements. But with the increasing use of performance data and brand metrics, marketers are turning to digital technologies to evaluate and sometimes develop marketing campaigns. AI and data can help marketers understand a campaign's impact and predict its performance. The question is, how should marketers balance AI insights with their gut feelings about what will connect with customers?

The Importance of Human Intuition

Mandy Alderson, head of global brand management at Intrepid Travel, says that following gut instincts helps create an emotional connection with consumers, and that data and AI serve mainly to support intuition. Her team uses Qualtrics to guide its quarterly brand tracker and measure brand awareness. The platform's data helps assess campaign effectiveness and inform brand spending. However, human intuition is still needed to interpret the data.

Alderson says that gut instincts help in understanding the emotional core of a brand's connection with travelers. She adds that the challenge lies in translating metrics into campaigns that resonate with the audience's desires and emotions.

Jon Evans, chief customer officer at System1, notes that while AI can help with optimization and analysis, human imagination and intuition are required to make connections between different things. He says that creative leaps remain a human trait.

AI as a Research Assistant

AI systems are rapidly evolving. According to a Qualtrics report, market research professionals are using AI-generated personas to test products and messaging, in addition to data cleansing, summarization, and reporting. Currently, successful marketers are using AI systems as research assistants, not creative directors.

Google, Adobe, and Meta are developing AI agents that can automate website adjustments, function as responsive chatbots, and personalize ad variations. Evans explains that unlike previous AI, agentic AI can understand a brief and solve it independently. While these tools can improve efficiency, they may distance marketers from the creative instincts and unique ideas needed to build strong brands. Evans adds that the challenge is coordinating these AI agents effectively.

Alderson believes that the best brand campaigns capitalize on culturally relevant moments, which AI cannot fully replicate because AI may lack the context and nuance to identify and transform those moments into something meaningful. Kaitlyn Barclay, CEO and co-founder of Scout Lab, agrees that human judgment is essential for creating impactful brand campaigns. She also says that successful marketers are using AI systems as research assistants, not creative directors. However, she acknowledges the undeniable benefits of data-driven marketing.

The Limits of AI in Brand Stewardship

AI tools can help marketers understand customer lifetime value, cross-channel attribution, and behavioral triggers. However, Barclay says that marketers should not rely on AI systems for brand stewardship. She says that AI should not be solely responsible for brand positioning, crisis response, or cultural commentary, as these decisions require human judgment regarding values, risk tolerance, and long-term brand equity.

Barclay points to Liquid Death as an example of a brand campaign that went against data-driven predictions but succeeded because it felt right. Evans says that AI excels at delivering targeted messages to the 5% of customers who are currently buying, but marketers need to focus on building brand recognition for the 95% who are not. He adds that AI can inform and refine ideas, but true creativity involves making creative leaps and applying solutions to business problems.

Human creativity still governs brand-building efforts and long-term strategies. AI may not be capable of achieving a creative breakthrough that leads to an entirely new idea for a brand campaign. Unusual ideas may be the only way to stand out and resonate with customers in a crowded marketplace.

Evans suggests that marketers should use research and data to test their instincts, which can be influenced by biases. He says that gut instinct should be based on the customer's perspective. Alderson believes that the gut instinct and human emotions involved in Intrepid's marketing campaigns are vital for maintaining authenticity. She says that human judgment and emotional appeal are essential for brand campaigns that connect with target customers, and that the best campaigns find a key cultural moment that is relevant in the present.

Advertisers and marketers understand the value of original ideas. David Ogilvy once said, “If it doesn’t sell, it isn’t creative.” Human creativity has long been the catalyst for the most powerful advertisements. But with the rise of performance data and brand metrics, marketers are increasingly relying on digital technologies to gauge and, in some instances, create marketing campaigns. Data and AI tools can help marketers understand a campaign’s impact and predict performance. But how should marketers balance AI-generated insights with their gut instincts for what will resonate with their customers?