In the modern day, more and more businesses are bringing AI into their digital communication strategies. The 2024 Forbes Advisor survey points to 47% of email marketers reporting using AI while creating their email marketing campaigns, and 45% saying AI will play a central rolein all aspects of email marketing going forward.
As AI becomes more embedded in these workflows – from campaign creation to customer engagement and email personalisation – consumers are also becoming more attuned to non-human interactions. While AI won’t take your job, poorly executed digital comms can still cost you customers, especially if it feels inauthentic. People may not always know how an email was written, but they notice when time and care has gone into it.
The key isn’t avoiding AI altogether – it’s using it thoughtfully, as a tool to enhance the human touch, not replace it. That means marketers need to develop a deep understanding of when and how to let AI take the reins.
The effects of AI in digital communications
But are AI emails really all that obvious? Our survey found that nearly one in five (18%) people believe AI to be ‘obvious in a negative way’ when it comes to emails, with Gen Z demographics viewing AI as particularly concerning. Millennials, on the other hand, offer a more nuanced view. Nearly half (49%) said they believe AI-generated content can be positive – suggesting a conditional acceptance when the technology is used in the right way.
The skepticism from younger generations perhaps demonstrates that those who have grown up around this technology are more likely to be critical of its use. If this is the case, then brands using AI in their digital communications going forwards will need to be more intentional – blending AI efficiency with human insight to create content that feels personal, authenticand trustworthy.
Tailoring tone and maintaining transparency can help bridge this gap. And this isn’t just about writing style – it’s about understanding cultural references, emotional cues and timing, which AI alone still struggles to master.
Transparency and brand loyalty
The survey revealed another interesting fact: 76% of consumers want brands that are using AI for their emails to disclose this information. While it is not surprising that consumers want to be aware of brands’ AI usage, this fact is revealing of a larger consumer desire – one rooted in transparency and authenticity.
In a landscape where AI in digital communications is increasingly common, consumers seek reassurance that their unique needs are being acknowledged. Encouragingly, the data suggests that when AI is used responsibly and communicated clearly, consumers are happy to engage.
When AI is relied on without the right balance or human touch, it can have the opposite effect. 88% of respondents were likely to ignore email marketing campaigns that are obviously AI generated. That’s a significant majority – and it shows that the goal shouldn’t just be to automate content, but to elevate it.
AI done right: Learning from missteps
AI in digital communications has become a powerful tool for marketers, but like any tool, it is not perfect. Sometimes, it gets things wrong – and while these missteps can be frustrating, they also offer valuable learning opportunities. There have already been a few high-profile moments for businesses to consider.
Take the case of Air Canada’s AI chatbot, which provided incorrect refund information to a passenger. When the airline refused to honour it, the tribunal ruled in the customer’s favour. It was a timely reminder that AI needs a safety net – and a fact-checker. When working with AI, you should always ask for sources and check those sources yourself for accuracy of information provided.
As AI advances, so too must our approach: one that prioritises oversight and intention. It’s a chance to use technology to listen more closely, respond more meaningfully and build smarter customer experiences. In that way, AI becomes a driver of a more thoughtful approach.
This also means involving cross-functional teams – not just marketing – in shaping how AI is implemented, to ensure alignment with company values and customer expectations.
Ensuring a personal touch in your emails
While there have been significant advances in AI technology and many companies are choosing to integrate AI into their digital communications, it’s clear that customers value a balance between human-led and machine-led interactions. Whether or not they can accurately identify AI-driven comms, consumers tend to respond more positively to content that feels personal and emotionally resonant.
This is especially true for brands hoping to reach a young, Gen Z audience who are even more tuned into how AI is used. To uphold a positive brand image, companies should emphasise the subtlety and human-like aspects of AI interactions, ensuring that the technology enhances the customer experience rather than detracting from it.
The smartest AI can get you in the inbox – but it’s the human touch that gets you read, remembered and replied to.
