How to apply AI to digital marketing without losing authenticity

Artificial intelligence is already a key player in many digital marketing strategies, optimizing campaigns, personalizing communications, and accelerating results. However, one of the main challenges brands face is using this technology without sacrificing their unique and authentic voice.

While AI enables content scaling and interactions automation, today's consumers value authenticity. According to a 2024 Edelman Trust Barometer survey, 811% of people say they need to trust a brand to decide to buy from it. This means that, more than efficiency, it's important to maintain a human touch in communication.

"It's not about choosing between technology and humanity. The key is knowing how to use artificial intelligence as a means to enhance creativity, not as a substitute for it," says Raphael Lassance, a growth specialist and partner and mentor at Sales Clube, Brazil's largest sales community.

The use of AI in digital marketing must follow certain guidelines to maintain authentic communication. AI is a powerful tool for scaling, testing, and optimization. But it requires a well-defined positioning and ensuring that the brand's voice is always present, even in automatically generated messages. Human emotions are what generate connection, and this isn't yet automated.

Below, Lassance highlights five essential practices for those who want to use AI strategically, without losing the essence of their brand:

1. Clear tone of voice direction: Tools need to be informed by the brand's values and language. Without this, they risk generating generic and depersonalized messages.
2. Active human curation: Even with automation, the human perspective remains essential. Reviewing texts, images, and interactions ensures empathy and sensitivity in messages;
3. Content with a purpose: Using AI to accelerate content production is valid, as long as the materials are genuinely useful to the audience. Superficiality undermines trust;
4. Data as allies of empathy: The tool allows you to analyze behaviors and interests in depth. Using this information to deliver value, not just sell, is what builds relationships.
5. Testing responsibly: AI makes it easy to create campaign variations, but it's essential to constantly evaluate the impact of these variations on brand perception.

The combination of artificial intelligence and digital marketing is likely to become increasingly sophisticated in the coming years. But for this to generate real value, we must remember that, ultimately, we're still talking to people. And people connect with stories, not robots.