Marketers Lag in Formal AI Training While Embracing Human‑Centred Approaches

A recent survey of marketing professionals found that 61% have never received formal training on artificial intelligence tools, and only 21% report that their organizations provide structured AI education. Marketers are adopting AI mainly for specific tasks such as generating headlines, researching topics, drafting email and social copy, creating outlines, brainstorming ideas, and writing website copy, rather than delegating entire campaigns to AI.

At the same time, experts stress the importance of human‑to‑human (H2H) marketing, which treats every interaction as a conversation between two people. The approach prioritises empathy, plain language, honesty and two‑way communication, aiming to build trust. Research cited shows that only 15% of consumers feel marketing messages are highly relevant, down from 23% a year earlier, while recommendations from friends and family are now 45% more likely to influence brand loyalty.