What AI Can’t Do

Hi there, welcome to the latest edition of Shop Talk. Happy reading.

Industry Pulse

AI continues to shape the future of digital marketing, with Chinese startup DeepSeek making headlines last month for its latest advancements. From hyper-personalized content to predictive advertising models, AI’s ability to process massive amounts of data in real-time is revolutionizing how marketers engage their audiences.

Marketers are increasingly turning to AI to meet the growing demand for personalization. AI-driven tools analyze consumer behavior, preferences, and interactions to generate tailored content, enhancing engagement and boosting conversion rates. This automation enables brands to deliver relevant experiences at scale, strengthening customer relationships and improving marketing efficiency.

AI is also becoming deeply embedded in advertising strategies. Platforms like Meta have heavily invested in AI-driven ad optimization, using advanced algorithms to analyze their extensive user base. The goal? To serve highly targeted, effective ads that maximize return on investment (ROI).

But at what cost? While AI offers efficiency, precision, and scalability, its growing dominance raises a critical question: Are we outsourcing too much of our thinking to machines?

Recent discussions suggest that an over-reliance on AI is diminishing our ability to think critically. As AI handles more of the decision-making, problem-solving, and even creative ideation, marketers risk becoming passive executors rather than strategic thinkers. AI might tell you what’s working, but it can’t tell you why.

The most effective marketing strategies will be those that strike a balance between AI-powered automation and human creativity, critical thinking, and ethical judgment. AI can enhance our decision-making, but it should never replace it. After all, marketing isn’t just about data, it’s about storytelling, emotion, and connection.

The best marketers will use AI as a powerful tool, not a replacement for strategic thinking. While AI can process data faster than any human, it’s human creativity, empathy, and strategic insight that ultimately make marketing truly impactful.

Why This Matters

• AI lacks true emotional intelligence. It can analyze engagement metrics, but it doesn’t understand storytelling, brand voice, or cultural nuance the way humans do.
• Blindly trusting AI can erode trust. Consumers are becoming more aware of AI-generated content. A lack of authenticity can harm credibility and engagement.
• AI-driven decisions require human validation. AI can suggest, but it should not dictate. Marketing teams must validate AI-driven recommendations to ensure they align with brand values and audience expectations.

Your goals deserve innovative, data-driven digital marketing strategies – Let's talk

?Workshop Wisdom

Resource of the Week

Why B2B Paid Social Marketing is Essential for Business Growth

Struggling to reach the right B2B audience? Paid social solves that. With laser-focused targeting on platforms like LinkedIn, you can engage key decision-makers, drive higher-quality leads, and fine-tune campaigns for better ROI. Learn how to make it work for your business.

→ Key Takeaway: Done right, B2B Paid Social isn’t just about ads, it’s about reaching key decision-makers, improving lead quality, and fueling business growth.

Fresh Insights From Our Experts

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Quick Win of the Week

Improve LinkedIn Ad Performance with Smarter Job Role Targeting

Time: 20-40 Minutes

Difficulty: Intermediate

Tool(s) Needed: LinkedIn Campaign Manager

Because users can input job titles freely, targeting solely by job titles can limit your ad's reach and increase ad costs due to varied and unstandardized entries. A more effective strategy is to target by Job Function combined with Seniority Level.

1. Review Current Targeting in LinkedIn Campaign Manager:

• Open an existing campaign and look at your audience settings.
• Identify if you’re relying only on Job Title targeting (e.g., "Marketing Director," "CMO").

2. Expand Targeting with Job Function + Seniority:

• Instead of just targeting "CMO," use:
• This ensures you reach 100% of CMOs, not just the fraction LinkedIn recognizes.

3. Use Audience Expansion & Predictive Audiences:

• Enable Audience Expansion to let LinkedIn find additional relevant professionals.
• Upload a Customer or Lead List and use Predictive Audiences to reach prospects who match your best customers.
• Example: If you already have a strong list of VPs of Marketing as customers, LinkedIn’s AI can identify similar decision-makers who haven’t engaged yet.

Action Items: Test and compare the performance. Run an A/B test with one campaign using Job Title targeting and another using Job Function + Seniority. Measure the difference in reach, engagement, and cost per conversion.

Expected Outcome: Switching to Job Function + Seniority targeting expands your reach, reduces costs, and ensures decision-makers see your ads. With Predictive Audiences and Audience Expansion, LinkedIn’s AI helps you find high-value prospects, leading to better engagement and conversions.

→ Pro Tip: Enhance Job Function + Seniority targeting by layering in relevant Skills (e.g., “Marketing Strategy” for CMOs). This adds precision and ensures you're reaching professionals with the right expertise.

Check Out Our LinkedIn Audience Targeting Test Results!

That’s all for this edition of Shop Talk. We’ll be back in 2 weeks!