As marketing enters a new era shaped by AI, data transparency, and shifting customer expectations, leaders face an urgent challenge: blending technology-driven efficiency with human authenticity.

Recent roundtables with marketing heads across industries shed light on how organisations are navigating this rapidly evolving landscape. Here’s what we learned…

AI in Marketing: Beyond Content Creation

AI’s rise in marketing is undeniable. While 77% of marketing professionals now use AI tools, most remain focused on content generation and efficiency improvements rather than true data-driven customer engagement. For example, AI is widely used for creating blog posts, social content, and imagery, but only a few organisations are using it to analyse buyer intent and drive sales decisions.

Participants agreed that AI can save significant time — with some reporting an increase in marketing output equivalent to an extra month of work per year. However, AI error rates hover around 40%, demanding human verification to avoid misleading outputs and hallucinations.

One standout approach is the formula for effective prompting: background, data sources, channels, audience, tone, and voice. This structured approach has improved results in about 50% of cases tested, underlining the importance of strategic prompting over simple query-based use.

Data Quality: The Cornerstone of Effective AI

Despite AI’s promise, marketing leaders unanimously agreed that without reliable data, AI-driven strategies risk becoming costly misfires. In one example, a team integrating 500 independent opticians’ data into a centralised Azure database still struggled to maintain a single source of truth. Another participant shared that even after over 18 months of privacy reviews and data audits with Microsoft, access to clean, actionable data remained a challenge.

Several leaders emphasised the importance of creating a robust data foundation before scaling AI. One company reported that different teams interpreting data through their own lenses led to conflicting marketing stories and missed opportunities. This lack of consistency undermines brand trust and slows growth.

Moreover, double opt-in processes and GDPR compliance are now non-negotiable. Participants discussed reviewing data privacy practices regularly and implementing thorough consent mechanisms to uphold transparency and maintain brand credibility.

Omnichannel Experience: The Integration Challenge

While omnichannel marketing is the goal, many organisations admitted they are still operating in multi-channel silos. Challenges include integrating data from physical events, online behaviour, and regional preferences into one seamless view.

One participant shared success using HubSpot to connect data points like event attendance and email engagement, enabling better nurture campaigns. However, barriers persist. Even large institutions face weekly data changes, particularly in segments like mortgage intermediaries.

Interestingly, in the UAE market, leaders noted that in-person demos and roadshows remain more impactful than digital approaches, underlining that regional preferences can drastically shape strategy.

The Evolving SEO and AI Search Landscape

SEO is not dead, it’s evolving. The emergence of AI search is reshaping how people discover brands. One participant highlighted that although AI search volumes remain lower than Google’s, conversion rates are comparable, suggesting a more purchase-intent-driven behaviour.

Marketing teams are now adapting content structures to suit both AI-generated search results and traditional SEO. Thought leadership content, in particular, has been singled out as a powerful tool to boost visibility in AI-driven discovery. Teams are exploring bullet point summaries at the start of content to improve AI summarisation and search performance.

Content Innovation: Personalisation at Scale

The shift towards authentic, bite-sized content is accelerating. Leaders stressed that customers, especially Gen Z, demand conversational, raw, and authentic messaging over polished corporate narratives. Video content, customer testimonials, and even podcasts were cited as effective ways to humanise brands.

Personalisation remains key: for example, Barclays’ team segments mortgage brokers based on recent application experiences and personalises communications accordingly. Meanwhile, raw video prospecting emails were reported to significantly boost engagement rates.

Leaders also highlighted the potential of in-house content production to enhance authenticity and cut costs. One participant noted that moving from traditional white papers to more dynamic content like interviews and mini-documentaries had doubled engagement.

Ethics and Transparency: Building Trust in an AI-Driven World

Transparency about AI usage in content was a recurring theme. Many participants are exploring clear declarations when AI contributes to marketing content, aiming to reinforce trust and authenticity. There were also discussions about the environmental impact of AI, from the energy used in large-scale data centres to the carbon footprint of AI-powered activities.

Participants agreed that maintaining a human touch remains a brand differentiator. A well-known example cited was using AI for routine tasks while reserving complex, relationship-building activities for human interaction. One firm, for instance, has implemented human review stages to ensure AI-generated content aligns with brand tone and avoids compliance pitfalls.

Data-Driven Storytelling: Neuroscience Meets Strategy

Emotion remains a powerful tool in marketing. Marketing heads shared campaigns where emotional storytelling resonated more deeply than functional messaging. A Rugby World Cup campaign focusing on a young mascot rather than the star players yielded higher engagement by tapping into human vulnerability and community values.

In another example, a campaign targeting “do-it-yourself” landlords shifted from upselling to offering individual services, resulting in increased uptake. These insights underline the importance of understanding customer mindsets through data before crafting stories.

AI is also playing a role here, with 53% ROI reported in some sectors, such as legal and accounting, when using AI for content analysis and brand perception research. Nevertheless, leaders cautioned against over-reliance on data, urging marketers to blend insights with intuition and creativity.

Attribution and ROI: The Ongoing Challenge

Attribution remains a pain point. Participants discussed the complexity of assigning revenue to specific marketing activities, especially in B2B environments with long sales cycles. While some reported success using attribution scoring models that influenced budget allocations, others argued that these models could be too complex and not yet fully mature for practical use.

Feedback loops, such as gathering insights from face-to-face broker meetings or customer calls, were highlighted as practical alternatives to purely data-driven models. One success story included a 26-point increase in Net Promoter Score attributed to refined email communication and educational content strategies.

Future-Ready Teams: Skills and Structure

As AI and digital tools become more integrated, marketing teams are rethinking structures and skills. There’s a clear shift toward generalist roles where marketers are expected to handle wider responsibilities, from campaign strategy to data analysis.

Some organisations have introduced “super user” programmes, assigning individuals specific problem statements to solve with AI tools. Others are piloting hybrid team structures, combining in-house specialists with external agencies, to remain agile.

The challenge of balancing increased efficiency with human workloads was another key concern. Leaders stressed the importance of upskilling, particularly in AI literacy and data interpretation, to avoid creating dependency on tools without understanding underlying principles.

Human Connection in a Digital Age

Perhaps the most resonant insight was the enduring value of human connection. From gamified loyalty programmes to face-to-face training, participants shared examples where empathy and genuine interaction made a significant difference in brand loyalty and customer retention.

While AI can process vast amounts of data, it cannot replicate the warmth of a handshake or the nuance of a heartfelt conversation. Marketing leaders unanimously agreed: technology should accelerate processes and provide insights, but relationships ultimately drive loyalty and trust.

The marketing landscape of 2025 demands more than just embracing the latest technology. It requires a bold rethinking of data strategies, AI integration, content authenticity, and human connection. Leaders who successfully balance these elements will not only adapt, they will lead.