Why the way we're using AI shows we're still human, after all

As marketers, we've welcomed AI's efficiency with open arms. But there's a growing realisation bubbling under the surface: for AI to truly resonate with audiences, it needs more than algorithms and data sets. It needs a human touch.

The digital assistant with a personality

At KISS, we've been experimenting with AI agents to streamline our workflows. Initially, just last year, they were functional but painfully bland. Like that colleague who gets everything done on time but never joins you for after-work drinks. They completed tasks efficiently enough but lacked the nuance and warmth that makes communication stick.

It became crystal clear that if we wanted our AI to engage audiences meaningfully, it needed more than just computational power. It needed personality. So, we started giving our AI agents distinct voices and characteristics. Not in the literal sense (though the thought of an AI with a Cockney accent is rather amusing), but in tone, style and approach. We crafted guidelines that infused them with empathy, wit and clarity, the very qualities that make human communication so powerful.

The transformation was immediate and striking. Interactions felt genuine rather than robotic. Responses became tailored rather than templated. And the overall experience felt more like a conversation than a transaction. When you actually want to interact with an agent, your 'reprompting' naturally improves because you're invested in the outcome. This collaborative approach also gave our agents permission to admit uncertainty, pushing our work together into unfamiliar territory.

It's not about replacing humans, it's about reflecting them

Some might argue that humanising AI blurs the line between person and program. But isn't that precisely the point? Our goal isn't to deceive but to design AI that complements human interaction in the most natural way possible. By embedding human traits into AI (traits that are probably already lurking in there somewhere), we're not diminishing authenticity. We're enhancing useability and creating connections that matter.

When a chatbot understands your frustration and responds with genuine empathy, or when an AI-generated article reads with the flair of a writer who's lived a full life, it doesn't feel mechanical. It feels relatable. That's the magic of humanised, well-briefed AI. And let's not forget, it’s learned everything from us in the first place!

Marketers are the bridge between tech and that vital ‘human touch’

As marketers, we're storytellers at heart. We understand the power of tone, the impact of a well-placed pause, the emotion behind choosing one word over another. This intuition is invaluable when shaping AI interactions for brands and audiences alike.

In our quest for efficiency, it's tempting to let AI take the reins entirely. But we'd be wrong to do so, because the real value lies in collaboration. AI can handle the heavy lifting, crunching numbers and analysing data at lightning speed. But when it comes to connection, to understanding nuance and context, the human touch remains irreplaceable.

By humanising AI, we're not just enhancing technology, we're reaffirming our own humanity. We're acknowledging that even in a digital age, empathy, understanding and authenticity remain the currency of meaningful connection.

So, as we continue to integrate AI into our marketing, let's remember it's not about making machines more human-like for novelty's sake. It's about ensuring that at every touchpoint, our audiences feel seen, heard and valued, human-to-human, regardless of whatever shiny new tech innovation is currently fuelling our communications.

Because at the end of the day, no matter how advanced our tools become, humanity will always prevail. Hopefully, anyway! Which leaves me with just one lingering question: why did Victor Frankenstein never bother to name his 'monster'? Perhaps he missed the crucial lesson that naming something is the first step to understanding its power.

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