When talking about artificial intelligence in marketing, it's easy to fall into the temptation of seeing only one path of innovations and results. And yes, it is undeniable that AI has profoundly changed the way brands communicate, position themselves, and, most importantly, relate to their consumers. According to Salesforce (2023), 84% of marketing professionals already use some form of AI in their strategies — a figure that highlights how present this technology already is in the industry.
But every technological revolution carries its dilemmas — and with AI, it's no different. On one side, we have an impressive arsenal of possibilities: large-scale customization, real-time optimized campaigns, accurate behavior predictions. Just think of chatbots that never sleep, systems that "sense" the mood of social media, or platforms that generate content in seconds. Everything quick, efficient, and seemingly under control. But is it really? The promise of delivering the right message, at the exact right moment, to the ideal person sounds almost utopian — until we remember that, for this, a huge volume of data is being collected, processed, and interpreted. The line between personalization and invasion of privacy has never been so thin. When we let the machine decide what the consumer wants, are we truly offering value or just guiding choices that better serve the interests of the brands?
This question resonates strongly at a time when marketing is becoming increasingly data-driven. And here's the point: data are cold, but decisions shouldn't be. AI can indeed improve strategic decision-making. McKinsey points out, for example, that companies that adopt AI in marketing increase their profits up to 20% faster than competitors who do not adopt it. However, we cannot ignore the risk of replacing the human gaze — sensitive, intuitive, empathetic — with purely algorithmic logic.
Brand communication is not just about efficiency; it is also about connection, emotion, and authenticity. There is still another critical layer in this debate: the inequality of access to technology. Big brands, with large budgets and dedicated teams, are riding the AI wave more easily. And the little ones? Will they be able to compete in this new scenario, where those with the best AI also have the best opportunities? Marketing may be becoming an increasingly asymmetrical game — and that should concern us.
And we cannot ignore the risks of bias. Algorithms learn from historical data, and historical data carry biases. We have seen cases where recommendation systems or automated campaigns reinforced stereotypes or excluded certain audience profiles. AI is only as fair as the data that feeds it — and those data do not always reflect the diversity and complexity of society. The future scenario points to even more immersive experiences, with augmented reality, increasingly natural conversational interfaces, and predictive marketing that anticipates desires even before they are expressed. And, to meet these expectations, personalization becomes a key element. Adobe estimates that over 60% of consumers expect personalized experiences — and AI is crucial for that.
It seems fascinating, and it truly is. But fascination without responsibility can be dangerous. The path is not to abandon technology, but to understand it deeply and with a critical spirit. Brands need to adopt an ethical, transparent, and responsible stance in the use of AI. This means questioning the systems themselves, constantly reviewing the data used, ensuring consumer privacy, and above all, keeping the human factor as the central element of the strategy. Because, in the end, the consumer doesn't just want to be understood by an algorithm. He wants to be understood as a person. And that, as far as I know, is still an irreplaceable human ability.
