H2H marketing in the age of AI
Processes are being automated; efficiency and data analysis are reaching new heights. But one thing is clear: Authenticity and human connection are more important than ever before in the age of AI. Human-to-human (H2H) marketing has a crucial role to play in this.
H2H marketing: how brands create real connections
AI has been an essential element of a successful marketing strategy for some time now. But when it comes to winning and retaining customers, machines quickly reach their limits. What really matters are the human interactions that bring a brand to life and create an emotional connection to a product. Combining a mix of stories, emotions, and genuine connections – real H2H marketing – with AI-generated marketing content is the only way to truly succeed.
This is how Katrin Kolossa, deputy chairwoman of the Content Marketing & Communications Focus Group within the German Association for the Digital Economy (BVDW), sums it up:
“Hybrid content combines the best of both worlds: AI provides efficiency and relevance; human stories provide emotion and authenticity. The challenge is to use AI not as a replacement, but as a tool. In the future, human-to-human content will be a central pillar of brand communication – because it can do something that machines can’t: create real connections.”
Hybrid marketing: when humans and machines work hand in hand
With AI, we can optimize, evaluate, scale, and personalize within seconds. Predictive analytics opens up almost infinite possibilities for gaining deeper insights into target groups and predicting their behavior. But when it comes to content, technology meets its limits: AI marketing content often seems too perfect and lacks depth. This is where marketers come into the picture! We’re the experts at transforming data into emotions, messages into experiences – and products into stories that people remember. The future of human-to-human marketing lies, as Katrin Kolossa says, in creating content that combines the strengths of both: AI as a tool and humans as storytellers.
H2H marketing best cases
But what does human marketing with AI support look like in practice? Coca-Cola’s “Real Magic” campaign and Patagonia’s “What We Do” initiative show how to make it work.
#1 Coca-Cola’s “Real Magic” campaign
Coca-Cola launched its “Real Magic” campaign in 2021. The campaign focused on the magic of authentic everyday encounters and combined modern technologies with emotional storytelling. The aim was to highlight real moments and genuine connections to make the brand more approachable and relevant.
A key element of the campaign was using AI for target group analysis. This helped to understand consumer trends and behavioral patterns, and to tailor content precisely to different target groups. But despite this technological approach, Coca-Cola emphasized authenticity by focusing on human marketing: The content reflected genuine human emotions and experiences. This allowed the brand to master the balancing act between data-driven precision and emotional approachability.
© Coca-Cola
One of the campaign’s highlights was the Create Real Magic platform, developed in collaboration with OpenAI and Bain. Digital artists from across the world were invited to produce creative content using AI tools such as DALL·E. Inspired by Coca-Cola and expressing a tremendous diversity of artistic styles, their works became part of the campaign. The platform promoted community loyalty and gave artists the opportunity to present their ideas to a global audience.
In this way, the campaign combined innovation and tradition: AI and cutting-edge technologies created targeted content, while emotional storytelling emphasized the values of community and joy. Coca-Cola positioned itself as a pioneer in combining technology, art, and branding. The campaign was a successful and creative mix of AI marketing content and emotional brand communication, making Coca-Cola even more attractive to both consumers and creatives.
#2: Patagonia’s “What We Do” initiative
Patagonia’s “What We Do” initiative is a series of videos that shows how its employees authentically embody the brand’s values. The content is based on real stories and provides insights into areas such as its sustainable product development and environmental activities. The series aims to show how committed Patagonia’s employees are to its brand values and mission. It emphasizes authenticity and transparency by focusing on real people and their experiences.
© Patagonia
One of the initiative’s special features is its strategic use of artificial intelligence. AI is used to identify trends and socially relevant topics for the videos to address. But the focus is still firmly on human marketing: people and their stories are the central elements, not the technology. AI merely serves as a tool for creating targeted, context-based content.
Patagonia’s “What We Do” initiative strengthens its position as an authentic, values-driven brand. The series clearly shows that the company’s values – in particular sustainability and social responsibility – are not just promises but actively practiced by its employees. At the same time, the series inspires existing and potential customers to identify with the brand’s values.
The initiative both strengthens community building and fosters trust and credibility. By telling emotional stories and providing real insights, Patagonia has successfully created a strong connection to its target group and communicated its mission authentically. This makes “What We Do” an effective tool for clearly underscoring the brand’s values on a tangible level.
How to ace human-to-human content
To successfully combine technological advances with human-to-human marketing, keep these three key points in mind:
- #1 Find the right balance: Use AI as a tool, not as a replacement! Automation must not detract from humanity.
- #2 Tell real stories: Your content has to be authentic. Interviews, behind-the-scenes material, and first-hand accounts create trust.
- #3 Emotions motivate: Moving content is memorable content. Your goal is not merely to communicate information, but to create connections
H2H marketing: The future will still be human
A human-and-machine partnership is the future model for successful marketing strategies. While AI handles analysis and automation processes in the background, creating authentic and approachable content will continue to be the lifeblood of your H2H marketing. This is the key to building long-term customer loyalty, positioning yourself as a dependable partner, and setting yourself apart from the competition.
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