Finding the AI-Human Touch Sweet Spot: Marketing Mistakes to Avoid

AI has become a more and more present tool in marketing as we know it today, offering data-driven insights and efficiency, especially for repetitive tasks. However, we sometimes treat AI as a “one-size-fits-all” solution, although overdependence can lead to low-quality content, false engagement and damaged brand reputation.

While it is widely acknowledged that the recent rise of AI has led to the development of valuable tools for marketers such as those for research, editing and planning, experts caution against over-reliance on these AI-driven technologies. Even ChatGPT itself comes with a warning: “ChatGPT can make mistakes. Check important info.”

According to studies, 92 percent of businesses plan to incorporate generative AI into their strategies within the next three years. Currently, most marketers utilize AI primarily for three key areas: optimizing SEO and email campaigns, brainstorming ideas and enhancing their efforts in creating new content.

When marketers rely entirely on AI to create their strategies, they can encounter several liabilities, such as not defining clear objectives and trusting generated content without human oversight. Bekkah Doyle, search team lead at Reach by RentCafe, warned that “not all content is quality.” She emphasized that if AI-generated content is not refined, it may be categorized as low-quality, negatively impacting your brand’s visibility. Additionally, AI tools require regular updates with high-quality prompts and data; failing to provide this can lead to poor performance.

In reality, AI and human touch should work together in marketing, as one cannot exist without the other, at least for now. We’ve compiled a list of tips to help you integrate AI into your strategy effectively without falling into the trap of over-reliance on it.

AI is just a tool: Don’t let it take the wheel!

AI has a lot of potential, but it must be used with caution. A primary concern regarding AI-generated content is its accuracy. Many marketers who choose not to integrate artificial intelligence into their daily operations cite accuracy as the main reason for their hesitation. Other factors include corporate policies, copyright issues and insufficient training. Resistance to implementation and failure to define clear KPIs are among some of the reasons marketers don’t integrate AI into operations, according to Larry Gorman, president of Fenix AI.

One of the most common mistakes marketers make is assuming AI can fully replace strategic thinking and creative decision-making. While AI can quickly generate content and automate processes, it lacks the human ability to refine messaging and ensure authenticity, as it fully relies on online content that’s available to anyone. “Overtrust is the first fatal mistake,” said Jenn Quader, president & CEO of The Smart Agency. She compares AI to a race car—it may be powerful, but without a skilled driver, it won’t win the race. Marketers must stay in control, using AI as an assistive tool rather than letting it guide their entire marketing strategy.

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“AI is not a one-stop solution,” noted Melissa Nascimento, executive vice president of marketing at Larken Associates, pointing out that without proper training, these tools might not be as effective as we think they are. Sometimes, it may not even turn out to fit your business needs. Nascimento shared an experience when her team tried to integrate an AI chatbot that was marketed as multilingual.

“After purchasing and implementing the product, we noticed significant deficiencies with the Spanish version of the chatbot and were told it was not ready to launch,” she explained. Most of the time, we are oversold on the capabilities of an AI-enabled tool, so it’s imperative to thoroughly check it out before integrating the tool into your operations.

Where AI falls short

Although AI can be efficient when it comes to generating prompts or ideas, there are several critical areas where you shouldn’t use it, including crisis and reputation management, strategic decision-making and relationship-building. AI cannot offer people the personalized experience they expect, as it operates on general information, and you need to “feed” it details for customization. In industries like multifamily, where personal connections remain the core of the business, AI can support processes but cannot replace the human touch.

“While AI can be a great tool throughout marketing processes, human touch and intuition will always be needed to ensure your messaging will resonate with and engage your audience,” highlighted Nascimento, further reinforcing the idea that while AI can support processes, it will never replace the need for human interaction.

Accuracy remains the main concern when it comes to AI-generated content, as the tool is not infallible and is known to generate inaccurate or straight-up misleading information. It can also not handle certain situations individually. One example is negative reviews. “In some instances, consumers are put off by the use of AI. For example, I probably wouldn’t suggest using only auto-generated AI responses to handle reviews, especially negative ones,” said Doyle. “You don’t want to come off as being too disconnected.”

Using AI to respond to negative reviews can seem impersonal or evasive, which may aggravate customer dissatisfaction. It might also result in generic or inappropriate responses that fail to address specific concerns, ultimately damaging brand trust and credibility. Gorman also agreed that AI lacks the empathy needed to de-escalate tensions, making the difference between a retained resident and a lost one, and highlighted the risks of relying solely on AI in high-stakes situations. In life-threatening situations, he explained, AI is not trained to make decisions, so the situation should be escalated to a human, which sometimes might not happen in an automated call or chat.

Ultimately, AI doesn’t come in handy for making strategic decisions. Whereas it can assist your marketing efforts with data analysis and research, everything marketers put out there should be verified by humans. All final decisions on messaging, resident experience and strategies should be overseen by real people to ensure brand consistency and accuracy. “AI as we know it today is only about two years old,” added Quader. “Like any two-year-old, it should not be left alone to do adults’ business, such as creating materials for investors or mapping out launch plans for leasing agents.”

Effective tips for balancing AI and human touch

In this era of digitalization, marketers should indeed adapt to the evolving nature of AI, but it must also be seen as a collaborative tool rather than a one-size-fits-all solution. Here are some pro tips that can help you ensure consistency while still automating certain processes:

• • Use AI in the brainstorming phase. Allowing AI to manage research and structure while humans refine the final message ensures both efficiency and authenticity, Doyle suggested. This way, you have full control over the final product, but it can help you come up with or refine ideas.

• • Define clear and measurable objectives. AI is most effective in handling repetitive, low-value tasks, freeing up marketers to focus on creative strategy and resident interactions. By using AI as a collaborative tool, marketers can ensure the quality and consistency of messages across all channels, Nascimento explained.

• • Offer residents the option to choose how they engage with AI-powered interactions. “In situations where resident experience is important, consider the benefit of offering a renter the choice of a self-service experience with AI or a full-service experience with a human,” suggested Gorman. This approach maximizes efficiency while still catering to residents who prefer human interaction.

• • Foster a company culture that rewards creativity and original thinking, ensuring that AI remains a support tool rather than a crutch. In addition, Quader suggested creating a committee within your company that focuses on AI-related research, training, vetting and implementation. This way, you can directly oversee any tasks and measure the tools’ efficiency.

In the end, marketers need to view AI as a constantly evolving tool that requires monitoring and adaptation. “Marketing has always been an evolving business. Tastes change, materials change, tools change,” said Quader. “The right balance between AI and human work will be achieved little by little through intentional research, vetting of tools and thoughtful implementation,” she added. Always remember that while AI can streamline workflows, it will never fully replace human creativity, intuition or emotions.

Can AI-generated content be king without human input?

Although AI-generated content can become a powerful tool in your marketing efforts, it cannot fully be king without human input. Or at least, that’s what experts agree on for the time being. Its lack of creative spark and customization, paired with inaccuracy issues, can lead to drawbacks in your marketing efforts.

Over-reliance on AI for social media can also create “follower fatigue,” as audiences quickly disengage from repetitive or impersonal content, Doyle further explained, besides the possibility of this type of content being flagged as spam. It’s also harder to assess success when you use AI-enabled tools. “There are a lot of AI products that market themselves as ‘set it and forget it’ workflows,” she explained. “You can’t truly gauge the success if you don’t know what exactly is happening.”

AI should be used to support marketers, not replace them. Personalization is key to building meaningful relationships with residents, and AI alone cannot replicate the emotional intelligence needed for effective engagement. “The key is to use AI as an input to the creative process and not as a replacement for the process,” said Gorman. He suggested using it as a source for initial drafts or generating ideas and suggestions, as it’s easier to edit AI-generated content than to come up with ideas yourself.

“Some content requires a certain amount of creativity that just isn’t there with AI,” he said. The bottom line is that whenever you use AI, it’s important to keep in mind that it doesn’t come with the creativity human marketers bring and it might miss the tone, context and nuances you need to prevent your brand from seeming disconnected or inauthentic.