Practical AI in Go-to-Market Get practical insights in using AI for go-to-market strategy, initiatives, workflows, and roles.
Hello marketing leaders, strategists, and innovators! 👋 Thank you for dropping by to learn practical AI applications and gain strategic insights to help you grow your business, elevate your and your team’s strategic value as marketers, use business as a force for good, and help advance your career.
Prefer to Listen? Try the AI-Generated Podcast
For those who prefer to consume information through audio, I’ve used Google’s NotebookLM to transform this newsletter into a short podcast episode, featuring a natural conversation between two AI hosts.
The podcast captures the insights in an engaging and relatable way, making the content more inclusive for different learning styles. You can listen to it here.
Disclaimer: This podcast was generated by AI based on this written newsletter and reviewed by me to ensure ethical and responsible AI use. It’s designed to provide an efficient, more inclusive way to consume information.
A Human-First Framework
“The more technology advances, the more authentic human connections matter.”
We’re facing an interesting paradox in marketing. As AI gets better at creating content, authentic human experiences become more valuable, not less. Let’s think about it. When everyone has access to AI tools that can generate “good enough” content, what will make your brand stand out?
Gartner predicts web traffic will fall 25% by 2026 as people increasingly rely on AI for answers. AI assistants (like ChatGPT, Gemini and Claude), answer engines (like Perplexity and SearchGPT), and Google are transforming search with AI-generated responses. The game is changing fast, and we’re all asking:
How do we create content that AI engines will actually serve up?
More importantly, how do we make our content stand out in this AI-driven world?
The answer might surprise you. It’s not about being more technical or using more AI tools (though those help). It’s about being more human.
From Africa to AI: Stories That Transform Marketing
When I first wrote about my African adventure with 15 of my dear friends in 2019, I shared it because it was a powerful experience that reinforced fundamental truths about storytelling in business. But revisiting it now, in 2024, with AI influencing everything about marketing, I realize these lessons are more important than ever.
Picture this: A small group of mountain gorillas, among the last 1,000 left on Earth, allowing us into their world at 10,000 feet in Rwanda’s Virunga Mountains. Our guide Francis’s words still echo in my mind: “The gorillas welcomed you into their home. Now, it’s on you to amplify their voice.”
Later, in South Africa’s MalaMala game reserve, we found ourselves surrounded by a herd of 50 elephants, watching a week-old baby trail behind its mother. These weren’t just wildlife sightings, they were moments of profound connection that changed how we saw our role in the world.
But the most powerful stories came from the people we met. A driver sharing his heart-wrenching tale of survival and reunion after the Rwandan genocide. Villagers inviting us to join their traditional Intore dance, breaking through language barriers with shared movement and smiles. Each moment taught us that the most memorable stories aren’t just told, they’re experienced.
Here are the written and AI-generated podcast versions of the full story.
Turn Real Experiences into Marketing Gold: 3 Proven Strategies
These experiences taught me something we can’t ignore about modern marketing: in a world of AI-generated content, authentic human experiences become your strongest differentiator. Let’s explore how to apply these lessons in today’s digital landscape.
Expert Quote #1
1. Create Content That Both AI and Humans Love: A Practical Guide
The journey of content optimization on our websites tells its own story:
Late 90s: Pure human-focused content
2000-2022: Google algorithm optimization
2023 onwards: LLM/AI agent era
Here’s the fascinating part: We’ve come full circle. While we spent years optimizing for Google’s algorithms, AI agents (AI that do tasks for us autonomously) are now pushing us back toward what truly matters – human value and trust.
AI agents, like human guides, succeed when they serve genuine human needs and give us authentic, valuable content. We need to create content and websites designed for both humans and the AI agents that serve humans.
These AI agent may be doing research, comparing competitive products, signing up for webinars, taking notes and analyzing podcast content, and even subscribing to services on our behalf.
Creating Content That Matters:
Technical Layer (For AI Discovery):
Clear headers that signal intent
Key terms your audience searches for
Well-structured information
Comprehensive coverage of topics
Human Layer (For Connection):
Personal experiences
Emotional moments
Authentic voice
Unexpected insights
2. Earn and Build Trust: Your Story-First Strategy
Just as our African experiences built upon each other, from wildlife encounters to human connections, your content should create layers of trust:
Trust-Building Elements:
Start with authentic human needs
Share real experiences and outcomes
Add unique insights only you can provide
Demonstrate consistent values through action
Remember: AI can compile facts about any topic, but it can’t replicate authentic human experience and emotion. That’s your advantage.
3. Scale Your Story Impact: Building a Trust-Based Content System
Think about how every person we met in Africa, from Francis to the village dancers, reinforced the authenticity of our experience. Your content strategy should work the same way:
Practical Implementation:
Document real customer journeys
Capture authentic team moments
Share both successes and learning experiences
Let multiple voices and perspectives emerge
Use AI tools to amplify authentic stories, not replace them
Expert Quote #2
Your 4-Step Action Plan: From Stories to Marketing Success
1. Audit Your Current Content
Does it reflect real experiences?
Could an AI have written it?
Does it serve genuine human needs?
2. Create Your Story Framework
Identify unique experiences in your organization
Document customer transformation stories
Capture authentic team moments
3. Balance AI and Humanity
Use AI to optimize and amplify
Keep human experience at the core
Measure both efficiency and connection
4. Build Trust Through Consistency
Regular authentic content sharing
Multiple formats for different preferences
Continuous story collection and curation
Expert Quote #3
Take Action Now: Your Path to Standing Out in the AI Era
As I reflect on our African journey and today’s AI revolution, one truth becomes crystal clear: the more technology advances, the more authentic human connections matter.
Your opportunity in the AI era:
While others focus on volume, you can focus on value
While AI generates content, you can create connections
While algorithms process data, you can share experiences
While others optimize for metrics, you can build trust
Remember: The brands that thrive won’t be those with the most sophisticated AI tools, but those who best balance technology with humanity, efficiency with empathy, automation with authentic connection.
Your stories matter more than ever. Share them well.
What authentic stories is your brand ready to tell? How are you balancing AI efficiency with human connection? Share your thoughts in the comments below.
The Practical AI in Marketing newsletter is designed to share practical learnings and insights in using AI responsibly for strategic, product, digital, brand, demand, and growth marketing. Subscribe today and let’s learn together on this AI journey!
For those who prefer audio-visual content, click here to access recorded sessions on various topics I’ve covered, from specific AI use cases to elevating the strategic role of marketing leaders.