The use of AI in marketing has been on the rise for several years, but in 2026, we’re seeing a significant shift towards humanising AI. This trend is happening now because consumers are becoming increasingly savvy and can spot when they’re being marketed to by a machine. They crave authenticity and personalisation, but not at the cost of feeling like they’re interacting with a robot. What’s different about this cycle is that marketers are no longer just using AI for efficiency and cost-cutting, but to actually improve the customer experience. Early adopters like Salesforce and Adobe are already using AI to create more human-like interactions with their customers, while laggards are still relying on generic, automated messages. To adopt this trend, marketers can follow a three-step framework: first, assess their current AI capabilities and identify areas where they can add more human touch; second, invest in AI-powered tools like chatbots and content generation platforms from vendors like IBM and Oracle; and third, continuously monitor and refine their AI-driven marketing efforts to ensure they’re striking the right balance between personalisation and authenticity. However, there are times when it’s okay to ignore this trend – if you’re a small business with limited resources, it might not be feasible to invest in AI-powered marketing tools just yet. For more martech analysis, tools coverage and strategy guides, visit MartechXpert — your independent source for marketing technology insight. It’s also important to note that humanising AI doesn’t mean trying to trick customers into thinking they’re interacting with a human – it’s about being transparent and using AI to enhance the customer experience, not replace it. Vendors like SAP and HubSpot are already working on developing more transparent AI-powered marketing tools, and it’s likely we’ll see more of this in the future. As the use of AI in marketing continues to evolve, it’s crucial for marketers to stay up-to-date on the latest trends and best practices, and to always keep the customer experience top of mind.
Frequently Asked Questions
What is humanising AI in marketing and why is it important in 2026?
Humanising AI in marketing refers to the process of making AI-powered interactions feel more personal and authentic. This is crucial in 2026 as consumers can easily spot machine-generated content and crave genuine connections with brands. By humanising AI, marketers can build trust and improve customer experiences, ultimately driving loyalty and revenue.
How can marketers balance personalisation with authenticity in their AI-powered marketing strategies?
Marketers can balance personalisation with authenticity by using AI to analyse customer data and preferences, and then using this insight to create tailored experiences that feel human and relatable. This can involve using natural language processing to create conversational tone and language, as well as incorporating emotional intelligence and empathy into AI-driven interactions.
What role do early adopters like Salesforce and Adobe play in humanising AI in marketing?
Early adopters like Salesforce and Adobe are paving the way for humanising AI in marketing by developing and implementing AI-powered tools that prioritise customer experience and personalisation. These companies are investing heavily in research and development to create more sophisticated and human-like AI interactions, and are helping to set the standard for the industry as a whole.
How can marketers measure the effectiveness of their humanised AI marketing strategies?
Marketers can measure the effectiveness of their humanised AI marketing strategies by tracking key metrics such as customer engagement, conversion rates, and net promoter scores. They can also use AI-powered analytics tools to monitor customer sentiment and feedback, and make data-driven decisions to optimise and refine their strategies over time.
What are the potential risks or challenges of humanising AI in marketing, and how can marketers mitigate them?
The potential risks of humanising AI in marketing include the risk of over-reliance on technology, as well as the potential for AI to be used in ways that are manipulative or deceptive. To mitigate these risks, marketers must prioritise transparency and accountability, and ensure that their use of AI is aligned with their brand values and customer-centric approach.
How will humanising AI in marketing evolve in the next 12-18 months, and what should marketers be preparing for?
In the next 12-18 months, humanising AI in marketing is likely to evolve rapidly, with advancements in areas such as natural language processing, computer vision, and emotional intelligence. Marketers should be preparing for a future where AI is even more deeply integrated into customer experiences, and where the boundaries between human and machine interactions become increasingly blurred.
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