Inbound Conference 2024: Human Connection and AI in Modern Marketing

Don’t panic, but AI is taking over the world. 

No, we’re not in a Terminator scenario. But artificial intelligence and technology is in almost every element of our lives—and it’s not going away. 

I recently attended the Inbound Conference from Hubspot, and while it may be a marketing conference, there was no shortage of AI talk. The two are a real power couple, and I learned just how powerful their potential together is. 

AI isn’t here to replace us; it’s here to work with us. But it’s also changing everything. So, how do we keep up? How do we stay relevant when AI is rewriting the rules of marketing? Here’s what I learned and how we can combine our human creativity with AI’s efficiency to confidently move into the future. 

First, we have to understand that AI won’t magically solve all problems. It isn’t a replacement for human input, creativity, or strategic thinking. Instead, think of AI as a car, and you are the driver. 

AI tools like ChatGPT or Copilot are mechanisms we can use to be more efficient at what we already do well—but only if we give them the right inputs and guidance. Their outputs are only useful in the context of what we do with them. 

This type of mindset might be a shift from how we have come to think of AI. Yes, it is incredibly intelligent (whether artificial or not). But as organizations, Kipp Bodnar and Kieran Flanagan of Hubspot shared that it would be better to think of it as a junior-level employee. These softwares need training and guidance to understand what we want from them. “Onboard” your AI and give it feedback as you go so it can learn. 

Speaking of the feedback you give your AI, George Thomas of Sidekick Strategies shared that context is crucial. With other humans, context grants us better understanding. Context adds clarity and allows us to build deeper connections. 

With AI, context grants us more accuracy. The more information we can give to our technological “sidekicks,” the better. For marketers, this could include things like characteristics of your ideal audience, components of your brand, your marketing goals, or even previous examples. 

It’s not just any information, though. Despite AI’s power, you don’t want to just throw spaghetti at it and see what sticks. It matters how you share that information. (Safety note, please don’t throw pasta at any machines. That seems like a waste of pasta.) 

AI interaction starts with a prompt. As a human, we need to give AI context and instructions for what we want it to do. The good news is that if you’re a good communicator with people, you’ll be a good communicator with AI. 

Here’s what to keep in mind when you’re crafting your prompt:

Think of it this way: We may be working with machines to create things, but those creations are ultimately meant for consumption by other humans. AI is a middleman in our connections. Don’t lose sight of humanity on either end. 

While there is plenty of good and bad that can be said about the rise of artificial intelligence and technology, there’s a reason why we use it. It offers strengths that humans just can’t. 

On the flip side, we bring a lot to the table that machines can’t compete with either. As a team, each of our strengths complement each other and make for a powerful force. 

Humans excel in creative thinking. We bring empathy and establish trust through relationships. We set a strategic direction and drive innovation. In turn, AI enhances execution. It consistently and quickly interprets data to deliver insights at scale. 

Following this logic, it makes sense that humans and AI should have different roles in your processes. Despite its ubiquity, AI isn’t a good fit for any and everything. The parts of your process that require creativity, empathy, and human nuance need a human. For a marketing agency like Well Done, that looks like the initial concepting of a campaign or understanding an audience journey and the sentiment throughout. 

The parts of your process that are repetitive, data-driven, or very time-consuming are perfect to pull in AI. At an agency, this could look like proofreading copy, drafting keyword-driven ad headlines, or analyzing website performance. Of course, these tasks still need human guidance and oversight. But when humans are AI-assisted, it unlocks another level of efficiency and frees up our brains for the important stuff.

Constant AI advancements can be overwhelming, and honestly, sometimes scary. But like most monsters in the movies, it really just needs a bit of understanding. Approach it with curiosity and an open mind and you might just find that it could be your new (virtual) best friend. 

We’re only at the beginning of this AI era, but it’s already giving us plenty to talk about. The Inbound Conference was a great 3 days learning how to use this powerful tool to do better, smarter work for ourselves and our clients. If you’re ready to learn how it could help you, let us know.