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Discover how brands can leverage AI to meet evolving consumer demands, enhance personalization, and maintain authentic connections by balancing technology with the human touch.
"AI should always complement, not replace, human creativity and talent. The human touch is super crucial when it comes to understanding emotional nuances, building empathy, and ensuring AI outputs align with your brand’s values." - Phil Winkelman, VP of Customer Success, Suzy
At the Brand Innovators Creative Impact Summit, hosted by Danone, Phil Winkelman, VP of Customer Success at Suzy, delivered a keynote presentation with insights into how brands can use AI to better connect with today’s consumers. With the world of marketing evolving at a rapid pace, Phil's talk shed light on how AI is helping brands understand and engage with their audiences in more meaningful ways.
Why Personalization is Everything
Phil started off by addressing a key shift in consumer expectations: personalization. Today’s customers aren’t just informed—they’re hyper-connected, tech-savvy, and they expect brands to get them. Gone are the days of one-size-fits-all marketing. People want personalized experiences, and AI is making that possible at scale.
Suzy’s research backs this up. According to a recent study conducted on our platform, more than half of consumers say personalized interactions are a must, and nearly half (44%) are okay with brands using their data to make it happen. A great example of this is 2023’s Barbie Selfie Generator, created as part of the promotional campaign surrounding the Barbie movieWith the selfie generator, Warner Brothers used AI to let fans create their own Barbie avatars, tapping into the excitement of the Barbie movie and giving people a way to feel personally connected to the brand.
Instant Gratification is the New Norm
In our fast-paced world, consumers want everything now. Phil emphasized how AI is helping brands keep up with the demand for instant gratification. Whether it’s same-day delivery or quick responses to customer questions, speed is critical. Brands that use AI to predict what consumers want and deliver it in real-time are staying ahead of the game.
One example he shared was how companies like Lyft and Verizon jumped on a trending TikTok moment by creator Jools Lebron. These brands used AI to quickly pick up on the "very demure" trend and create campaigns that resonated with their audiences instantly. It’s a great reminder that being in tune with what your customers are into right now is key.
The Importance of Keeping Things Human
While AI offers brands a ton of benefits, Phil was clear that it can’t replace the human touch. People still want authentic, emotional connections with the brands they support. Suzy’s data shows that only 11% of consumers want fully AI-generated experiences. Most people prefer a mix of AI and human interaction.
Phil brought up an example from Levi’s, which used AI models to showcase how their clothes would look on different body types. While the concept was well-intentioned, it raised some concerns about transparency and whether AI would replace human models. This example shows how important it is to use AI thoughtfully, making sure it enhances human experiences rather than replacing them.
These are the new baseline expectations for brand engagement. If you’re not delivering on personalization, immediacy, and human connection, you’re falling behind.
Final Thoughts
Phil’s talk made one thing clear: AI is changing the way brands connect with their audiences, but it’s not a silver bullet. The best results come when AI is used to enhance personalization and speed, while still keeping the human touch front and center.
Want to see these insights in action? Watch the full session today.
