Round table report: The human touch – reimagining marketing in the age of AI and emotion

How businesses deploy marketing strategies is changing; the relationship between brand equity and lead generation is now a key driver in ensuring success.

At our latest round table, sponsored and hosted by Sandbox in Nottingham, our specially-invited panel will discuss the different avenues for marketing their businesses.

Panel:

Tracey Burridge, Sandbox
Kylie Elson, Sandbox
Emily Tomlinson, John Pye
Jof Walters, No Code
Donna Goodwin, Victoria Centre
Nigel Wheatley, Victoria Centre
Leah Bradley, VFormation
Mirza Baig, LTS Global Solutions
Diana Portman, ThinCats
Anna Murphy, Arc Systems
Alan White, Fresh Logistics

In the rapidly evolving landscape of modern marketing, our panel said we are witnessing a profound transformation that goes far beyond technological innovation. The post-pandemic world has revealed a critical truth: successful marketing is no longer about digital channels or algorithmic precision, but about creating genuine, emotionally resonant connections.

The digital awakening
The COVID-19 pandemic accelerated digital marketing by years, if not decades, said our specialists. Businesses that once hesitated to fully embrace digital strategies suddenly found themselves entirely dependent on online platforms. However, this digital revolution has brought with it a surprising insight: technology alone is insufficient. The most

Tracey Burridge and Kylie Elson of Sandbox welcoming guests

successful brands are those that understand the delicate balance between digital efficiency and human experience.

A startling statistic was brought up: some 95% of purchasing decisions are subconscious and driven by emotion. This revelation challenges the traditional data-driven approach, suggesting that marketing is less about numbers and more about storytelling, connection, and authentic engagement, the panel said.

The emotional economy
Modern consumers are sophisticated, thought the panel. They’re not just looking for products; they’re seeking experiences, connections, and brands that align with their values. This shift has transformed marketing from a transactional process to an emotional journey. Brands that can create fans, not just customers, are the ones that truly succeed.

Our panel invoked the example pf the retail sector. While online shopping offers convenience, there’s a growing desire for tangible, memorable experiences. Consumers want to touch, feel, and interact – a reminder that we’re fundamentally social creatures, not just digital consumers.

AI: a strategic partner, not a replacement
Artificial Intelligence is perhaps the most significant technological disruption in marketing, said the panel. However, the most forward-thinking businesses view AI not as a replacement for human creativity, but as a powerful augmentation tool. AI can handle time-consuming tasks, provide deep data insights, and streamline processes, freeing human marketers to focus on strategy, creativity and emotional intelligence.

Interestingly, younger generations are already developing a nuanced relationship with AI, the panel pointed out. Emerging research suggests that 16 to 19-year-olds are using AI as a descriptor for inauthentic or poor-quality content – a telling indicator that technology must serve human connection, not replace it.

Building authentic brand equity
Our panel thought that successful marketing in this new era requires several key strategies:

• Consistency is king: Maintain a consistent brand voice across all channels
• Embrace authenticity: Show the human side of your brand
• Understand your audience: Recognise that different demographics have different communication preferences
• Leverage technology strategically: Use AI and digital tools to enhance, not replace, human connection

The future is human
As the panel looked ahead, the most successful marketing strategies will be those that seamlessly integrate technological innovation with deep emotional intelligence. Brands, they said, must become storytellers, creating narratives that resonate beyond mere product features.

This doesn’t mean abandoning data or technology. Instead, it’s about using these tools to create more meaningful, personalised experiences. The goal is to move from mass communication to individual connection, from transaction to relationship.

A call to action
For marketers, entrepreneurs, and business leaders, the message was clear: embrace technology, but never lose sight of the human element. Your brand’s most powerful asset is not its algorithm, but its ability to create genuine, emotional connections.

The future of marketing is not about choosing between human touch and technological innovation – it’s about mastering the art of combining both.