Welcome to the Humanity in Branding series, where I explore the growing influence of AI and automation technology through conversations with a variety of people of differing perspectives. This first interview is with Jeremy Goldman, a leading digital marketing and commerce analyst who also serves as senior director of marketing, commerce, and tech briefings at eMarketer. In addition to his role as a technology analyst, Jeremy’s also the host of the FutureProof podcast and a former founder of a marketing services agency.
Here’s what he had to say about AI’s role in customer experiences.
Brandingmag: In what ways can emerging technology—such as AI, automation in customer experiences, and automated personas—add humanity to our brand experiences?
Jeremy Goldman: AI and automation are reshaping brand experiences, making them more personal, efficient, inclusive, and attuned to real human needs. The benefits are vast and transformative.
- Personalization: Brand interactions can now feel specifically tailored to individual preferences, delivering a customized experience.
- Next-level efficiency: Customer needs can be met immediately and seamlessly.
- Deep insights in real time: Powerful analytics shape product development, refine marketing strategies, and enable brands to respond to customer needs faster than ever.
- Enhanced accessibility: From voice assistants to adaptive interfaces, AI and automation make digital spaces more inclusive and welcoming.
- Empathetic customer service: Predictive analytics powered by AI allow brands to anticipate customer needs before they are expressed.
- Sustainability and transparency: AI-driven practices optimize resource use, reduce waste, and increase transparency throughout supply chains.
Bm: What are some examples of brands that have successfully leveraged AI to enhance their customer experiences, all while preserving a sense of humanity?
JG: Take Bank of America’s Erica, for example. Erica isn’t your typical virtual assistant—it’s practically a financial advisor. Designed to provide personalized advice and real-time updates on transactions, Erica operates within the BofA mobile app. The impact is clear: Over 60% of customer interactions with Erica are proactive and, by mid-2023, it had handled 330 million requests. This is automation with a distinct human feel.
Similarly, Klarna’s AI assistant is estimated to drive a $40-million profit by efficiently addressing customer requests.
Salesforce takes a broader approach, developing and embedding AI tools into their customer relationship management to provide multilingual support and automate time-consuming tasks.
In retail, brands like Michael Kors are harnessing AI through platforms like Dynamic Yield to create highly personalized online shopping experiences. Target also rolled out its Store Companion chatbot, prompting employees to answer customer questions and streamline processes.
Spotify and Netflix are pioneers in blending AI with human curation to deliver highly personalized experiences, whether it’s music recommendations or streaming suggestions that resonate with individual tastes. Spotify’s approach is a great example of blending tech with a human touch. They use AI to analyze how listeners interact with music while incorporating human curation to create playlists that feel uniquely personal—an approach that keeps 226 million premium subscribers engaged.
Proactive customer support is another area where AI is making waves. Skroutz Last Mile uses AI tools to message customers about delivery rescheduling, while Intercom’s platform sends proactive messages to preemptively resolve issues.
And finally, L’Oréal exemplifies AI-driven innovation in the beauty sector. Partnering with platforms like Meta, L’Oreal’s AI tools leverage 3D, augmented reality, and other advanced technologies to enhance customer experiences across their brands. It’s a combination of cutting-edge tech and human expertise, aiming to foster growth in the creator economy, while making sure that personal consultations still feel, well…personal.
AI helps all these brands anticipate customer needs and reduce friction, thereby boosting satisfaction and loyalty.
Bm: What are some examples of brands or categories where AI or automation technology is having negative consequences?
JG: AI chatbots in customer service are a polarizing topic. While they’re undeniably efficient, they remain a double-edged sword for many people. A recent Gartner survey showed that 88% of customers express reservations about AI in customer service spaces, with 64% of customers preferring to talk to a human. The primary complaint? AI often makes it harder to reach a real person. Over half of the respondents even said they’d consider switching brands if AI took over customer service, highlighting the importance of keeping human support accessible alongside automation.
In recruitment, AI has sparked a number of debates, particularly around fairness. While these tools aim to make hiring more efficient, there’s concern they might discriminate against certain groups, like candidates with disabilities—raising concerns about compliance with the Americans with Disabilities Act. Additionally, evidence of racial bias in AI hiring tools suggests that minority candidates may be unfairly screened out. These issues aren’t just about ethics; it’s a legal and reputational risk for companies.
The financial sector faces similar challenges with bias in AI—especially around mortgage lending. For example AI-driven underwriting can be biased against Black applicants, with some studies indicating a denial rate as high as 80% for this group. This doesn’t just perpetuate inequality, it shows a real need for oversight and reform in financial AI practices.
Retail is another sector with its own unique AI issues. While automation has brought efficiency and enabled personalized experiences, it can also feel impersonal or even robotic. If you over-automate, customer interactions can come off as cold, especially when AI fails to understand context, resulting in awkward or irrelevant recommendations that detract from the shopping experience.
In manufacturing, AI is reshaping the industry, but not without controversy. Job displacement is a growing concern as AI and robotics become more advanced, replacing human workers on production lines. This shift raises critical concerns about the future of work in the industry, and how to mitigate the impact on displaced workers.
Then, there’s the ethical side of AI in transportation and logistics. Technologies like self-driving cars and drones could significantly reduce the need for human drivers, which is already impacting a lot of jobs, particularly in passenger transport. These advances raise socioeconomic questions and concerns about how these changes will affect workers and the broader industry.
Bm: So, how can brand leaders prevent AI and automation technology from degrading customer experiences or alienating customers?
JG: When it comes to AI and automation, it’s all about balance. These technologies have incredible potential to enhance customer experiences, but they shouldn’t make things harder or more impersonal. It’s a tightrope walk—using tech to streamline processes without sacrificing the human connection. As I often say, let AI amplify what your team can do, not replace them.
No matter how advanced the tech is, it can’t replicate genuine human empathy. While AI can be programmed to recognize certain emotional cues, its true role should be to support human agents who excel at handling nuanced situations. AI can assist, but it will never understand human emotion the way a person will.
A critical component of this balance is the handoff from AI to human agents. When a customer needs to speak to a person, the transition should be seamless—feeling like one continuous conversation. There is nothing worse than being passed around or feeling lost in a system.
Equally important is equipping employees with a clear understanding of what AI can—and can’t—do. Training them to interpret the data and recognize the limits of the tech ensures they’re prepared to step in and manage the parts where AI falls short.
Once AI is deployed, it’s vital to keep tabs on it. AI can and should be continuously fine-tuned based on real customer feedback. Think of it as a living thing; it needs regular updates and tweaks, so it keeps improving rather than operating on autopilot.
While cost savings are a benefit, the real value of AI lies in how effectively it solves customer problems. The focus should be on enhancing the customer experience, not only improving the bottom line. Success is measured by satisfied customers, not just saved dollars.
When used thoughtfully and strategically, AI isn’t just about keeping up, it’s about setting the pace. It’s a way to demonstrate how technology and humanity can come together to create better, more meaningful experiences for everyone.
Bm: How can brand leaders foster a culture of innovation and experimentation to stay ahead in the rapidly evolving world of AI and branding?
JG: Investing in AI and data analytics is a no-brainer for brands looking to stay competitive. AI tools provide deep insights, predict market trends, and enable highly personalized marketing strategies. The key is using these tools to maintain sharp, customer-focused strategies that drive meaningful engagement.
Continuous learning is equally essential, particularly in a rapidly evolving field like AI. Regular training sessions, alongside encouraging participation in industry events or workshops, help teams to stay updated on the latest trends and best practices and leverage AI effectively.
Agility is another critical factor for success. Implementing agile methodologies and fostering flexible teams makes you better equipped to pivot in response to market demands. This adaptability allows for quick experimentation, learning, and implementation—keeping organizations responsive and future-ready.
Finally, ethical AI must be a top priority. Establishing clear guidelines for AI use and maintaining transparency about its role in decision-making are essential. Otherwise, it will be infinitely more difficult to keep AI trustworthy and aligned with your brand’s values without detracting from the customer experience.