Never underestimate the human touch, even in the age of AI
The great American writer Ernest Hemingway once penned in The Sun Also Rises that “Things change gradually, then suddenly.” Although he wrote these words around 100 years ago, they have a startling applicability to the world of 2025. Although technological development always seems to be moving forward, the last few years have brought about an explosion of unprecedented development. Just take AI and automation. Once confined to the realm of science fiction, AI is now firmly entrenched as a normal part of everyday workflows.
Perhaps nowhere is it easier to see the influence of these emerging technologies than in the world of marketing. AI programs have made it much easier to do the work of creative professionals. While this has been a massive win for many businesses’ productivity and profitability, it is not without its drawbacks either. Lack of nuance and context. Brand distortions. Quality control problems. And customer fatigue. These are all risks a business takes when relying exclusively on AI for public-facing communication.
A far better approach is one where a business pairs human authenticity, empathy and judgement with AI’s powerful ability to generate massive amounts of content quickly. That way, companies such as title agencies can reap both quantitative and qualitative benefits in their marketing. Let’s go a little deeper to identify these opportunities for balancing human authenticity with AI-powered automation.
Building out the body of a writing piece
Whenever you are gearing up to put together a piece of marketing collateral and wonder how you should delineate the work between human and AI, think of the task like building a human body. AI is really good at providing the bones of a marketing asset. It can generate outlines and ideas for your writing like nobody’s business. Offloading this work to AI can save valuable time, especially since brainstorming and curating content are often time-intensive. Once the skeleton is in place, human marketers can step in to flesh out the material, imbuing the piece with emotion, humor and heart—all essential to connecting with readers and bringing your marketing to life.
Establishing nuance and context
For as fast and efficient as AI is at generating creative material, it is still pretty crude when it is trying to establish the nuance and context of a piece all on its own. When humans and AI work together on these qualities of a marketing project, however, much more engaging storytelling becomes possible. Think of this as the difference between a Wikipedia article on a historical topic and a scholarly work of popular history from one of the genre’s masters like Simon Schama or Doris Kearns Goodwin. While the former is good for establishing the overarching frame of a subject and its associated dates and events, the latter fashions such data into a larger narrative that contains meaning, texture and resonance. By combining AI’s speed and efficiency with the depth of human insight, you can create content that not only informs but also resonates and engages your audience on a deeper level.
Protecting your brand image
Last but certainly not least, balancing human and AI inputs is of paramount importance whenever you are talking about your brand within a writing piece. An AI can do a great job of summarizing your service offerings at blazing speed and communicating publicly available details like when and where your business was formed. But it can’t capture the emotional roots of your brand—or the personal stories of how your offerings have made a difference in people’s lives. Therefore, you must weave together the talents of both AI and human capital if you want to speak about your business in a way that captures both its material and immaterial brand pillars.
Embracing the best of both worlds
In the epigraph of A Sun Also Rises, Hemingway quoted his mentor Gertrude Stein saying that “You are all a lost generation.” This is another quote that drills down on the disorientating experience of existing during a period of rapid change. All of us are living through a similar period now, particularly given the rise of AI. But just because the old rules have changed doesn’t mean success is out of reach. It just necessitates a strategic approach. When it comes to marketing your agency, that means finding effective ways to combine the best of both human and artificial intelligence. By embracing both, you can execute your marketing goals without losing the human touch that’s essential to building trust.
