AI reshapes marketing, but human touch remains vital

Artificial intelligence (AI) is transforming the marketing industry, but human creativity, judgement and ethical decision-making must remain at its core, global marketing experts have said.

They made the remarks at the two-day World Marketing Forum 6.0, held on October 30-31 at BRAC University in Dhaka, where experts from different countries discussed how businesses could harness AI while maintaining consumer trust and privacy.

Held under the theme “Artificial Intelligence in Marketing: Human + Tech”, the forum focused on using AI to improve business efficiency and understand consumer behaviour without losing the human touch.

The event featured 10 keynote sessions, two case studies and two panel discussions. 

It also adopted the Dhaka Declaration of the World Marketing Council, titled “Marketing for Global Good: Y2030 & Beyond”.

The declaration, jointly adopted by the World Marketing Council, Asia Marketing Federation, African Marketing Confederation and European Marketing Confederation, reflects a shared commitment among marketing organisations across 54 countries.

Delivering a virtual keynote, renowned marketing expert Professor Philip Kotler said AI could help businesses better understand customers, identify market opportunities, forecast sales and improve efficiency.

However, he cautioned against excessive reliance on technology, stressing that human creativity and judgement must continue to guide marketing decisions.

Kotler also called for closer collaboration between marketing and finance teams to develop growth strategies, strengthen brands and manage budgets. 

He urged businesses to assess whether their AI investments were improving productivity and profitability.

Hermawan Kartajaya, co-founder of the World Marketing Forum and founder of the Asia Marketing Federation, said businesses must balance technological advancement with human values, creativity, trust and social responsibility.

He urged companies to focus on developing new products, experiences and markets rather than merely competing with rivals.

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Marketing should also contribute to social and environmental progress instead of focusing solely on profits, he added.

Other speakers included Tara Yoon of Google, Eric Ku of Itrain Asia, Dr Dan Visitchaichan of the Marketing Association of Thailand, Helen McIntee-Carlisle of the African Marketing Confederation, Dr A K Enamul Haque of the Bangladesh Institute of Development Studies, Nafis Faysal of Vosu.ai and Ralf Strauss of the European Marketing Confederation.

They discussed AI-driven productivity, consumer behaviour, brand management, emerging market trends and the need for safeguards in AI adoption.

One panel discussion examined whether affordable AI tools could help small and medium enterprises (SMEs) compete with larger businesses and the challenges they face in adopting the technology.

Another explored how universities and businesses could collaborate to turn academic research into practical business solutions.

The forum also featured case studies on BRAC University and South Korea's use of artificial and analogue intelligence in K-culture.

At the opening session, Sajid Mahbub, secretary general of the World Marketing Council and Marketing Society of Bangladesh, said AI was reshaping how businesses understand and serve customers, but people must remain central to marketing.

Professor Mohammad Mujibul Haque, dean of BRAC Business School, highlighted the role of universities in preparing future marketers for an AI-driven business environment.

World Marketing Council President and BRAC University Vice-Chancellor Professor Syed Ferhat Anwar also discussed the psychological effects of AI on brands and consumers.

The forum was convened by the World Marketing Council and co-hosted by Bangladesh Brand Forum in partnership with BRAC University and BRAC Business School.