Consumers Are Tuning Out as Marketers Overuse AI
Marketers are betting big on AI-generated content, but consumers are quick to notice when it falls flat. According to the Optimize Everything report by Optimizely, 60% of consumers say AI content feels repetitive and lacks genuine personalisation. This signals a clear disconnect between marketing strategies and customer experience.
The report surveyed 100 marketers and 1,000 UK consumers, revealing some key challenges. While 78% of marketers plan to increase AI investment, 30% admit their teams struggle to blend AI with human creativity. Nearly a quarter (24%) acknowledge that AI-driven decisions often miss human oversight, causing inconsistencies. Meanwhile, 16% say AI content doesn't align well with their brand’s tone.
High Consumer Expectations Meet Mixed Results
Consumers expect more personalised experiences than ever. In fact, 84% of marketers agree that personalisation demands during major campaigns have intensified. Some progress is evident: 62% of consumers feel certain website experiences are personalised, and 60% say the same about email communications—up 6% from last year.
However, other channels lag behind. Less than half of consumers rate personalisation in conversational channels as good or excellent, and 16% rate it as poor or terrible. Online ads also struggle, with 15% of consumers giving them poor personalisation scores.
AI Isn't the Problem—Its Application Is
Despite shortcomings, AI still offers a strong opportunity for marketers. Nearly half of consumers (46%) are open to AI use if it delivers more relevant and personalised content. This means the issue isn’t AI itself but how it’s integrated and applied in marketing workflows.
Currently, only 24% of marketers have a well-integrated AI system. Encouragingly, 20% are consolidating tech stacks to improve this. Better integration is a priority, with 41% of marketers identifying it as their top optimisation area this year. Over half (53%) want unified systems that connect AI with content, personalisation, and experimentation.
Getting AI Right: Practical Steps for Marketers
- Balance AI with Human Creativity: Avoid relying solely on AI. Use it to support, not replace, human insight and creative direction.
- Ensure Human Oversight: Review AI-generated content to maintain brand voice consistency and avoid errors.
- Focus on Integration: Streamline AI tools with existing marketing platforms to create seamless, personalised experiences.
- Experiment and Iterate: Use data-driven testing to refine AI outputs and ensure relevance to your audience.
AI can help marketers deliver personalised, engaging experiences—but only when applied thoughtfully. As one industry leader put it, AI is no magic wand. It requires constant fine-tuning and smart experimentation to produce content that feels fresh, relevant, and unmistakably on-brand.
For marketers looking to sharpen their AI skills and improve application, exploring targeted training can be a smart move. Courses on AI for marketing specialists and latest AI marketing courses offer practical guidance on integrating AI effectively.
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