Digital Fatigue Pushes Brands Toward AI, Says Hightouch CEO
Marketing teams face a tough challenge: delivering digital success without contributing to consumer fatigue. With inboxes overflowing and audiences bombarded by generic messaging, the need for marketing that feels human and valuable has never been greater.
Tejas Manohar, co-founder and co-CEO of Hightouch, stresses that marketing must add real value, moving beyond repetitive product pitches. He points out that many brands still rely on outdated batch messaging and static audience segments, missing the chance to connect in a meaningful way.
A Shift in Marketing Strategy
Brand marketing and performance marketing have traditionally operated in silos, causing friction for teams trying to grow their business. Managing billions of customer data points is complex, and turning them into actionable insights at scale is no small feat.
Hightouch confronts this issue by leveraging AI decisioning platforms. Their approach pairs each customer with a personalized AI agent that understands intent, timing, and content preferences, creating marketing that works with people—not at them.
Manohar compares this to a bank teller who knows you personally, rather than a repetitive salesperson pushing the same offer. This model aims to transform marketing into a more relevant, human experience.
Empowering Marketers Through Automation
Rather than replacing marketing teams, AI tools like Hightouch automate repetitive tasks such as targeting, orchestration, and calendar management. This frees marketers to focus on creative and strategic initiatives that drive real business value.
As Karen Webster noted, this shift aligns marketing efforts more closely with business goals, effectively turbocharging the marketing function.
Marketing That Delivers Results
AI-driven personalization improves engagement and retention. Customers are less likely to unsubscribe, maintaining a stronger connection with brands.
Brands like PetSmart have seen over 20% incremental revenue growth from campaigns targeting grooming and loyalty offers. These campaigns don’t just generate clicks—they drive in-store visits and broader customer spending.
Looking ahead, AI will enable marketers to uncover patterns that boost subscription usage and other key behaviors. With AI-powered discovery channels like ChatGPT and Claude increasing site traffic and conversions, optimizing content for both humans and AI agents is becoming essential.
Marketers are recognizing that traditional search engines aren’t the only gateways to consumers anymore. Adapting to AI-native platforms is quickly becoming a critical part of marketing strategy.
For marketers interested in advancing their AI skills and staying ahead of these trends, exploring specialized AI courses can provide valuable knowledge and practical tools. Check out AI certification for marketing specialists to learn more.
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