Are marketing trends moving too fast?

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That’s a question many of us may ask with the rise of AI and other evolving technologies. On the other hand, some may be wondering why their business’s customer experience is diminishing as they lose sight of value and connection. Perhaps you’re moving too fast, trying to keep up with the pace of innovation — and fearing falling behind if you don’t.

In our annual State of the Connected Customer report, 81% of customers said they expect faster service as technology advances. So, where is the balance? How do we as marketers push the boundaries without sacrificing what matters most: the needs of our customers?

Let’s take a deeper look at the report’s finding through four guiding principles for marketers.

The research is in…
Gain insight into how AI, the growth of tech, and america phone number list macroeconomics are transforming customer relationships. Learn from nearly 15,000 consumers and business buyers in our latest State of the Connected Customer study.

1. Humanity: Customers want oversight over technology
You’ve probably heard a lot about AI by now — especially the questions about its potential impact. Our report found that 53% of customers say generative AI will help companies better serve them. However, only 37% of customers trust AI’s outputs to be as accurate as those of an employee.

As AI becomes more integrated into marketing strategies, human oversight is critical to making customer interactions feel meaningful and authentic. While AI can analyze customer data and automate certain interactions, our research shows 81% of customers want a human to be in the loop to review and validate those outputs. AI can be a helpful digital assistant, but it lacks the emotional intelligence, empathy, and intuitive understanding that human marketers bring to the table.