AI is a game changer – this is in no doubt. With AI-powered tools implemented in various industries to aid copy-writing, data analysis, and SEO, not utilising the technology can be perceived as an outdated approach, one that may signal a lack of innovation in an agency or by an individual marketer.
Although AI-based platforms and solutions have been widely adopted by most digital marketing firms, some are deliberately choosing not to embrace them fully. This tentative approach to AI tools appears to be a deliberate method to stand out from competitors.
Still, a few digital marketing companies are choosing to avoid AI, typically because of client expectations, operational pressures, marketing dynamics, and the general belief that AI adds substantial value to marketing efforts. Few digital marketing companies are choosing not to use AI in their work, which begs the question – why?
From cutting-edge to commonplace: The AI shift
Current wisdom states that AI is deemed essential for staying competitive in digital marketing. This is demonstrated by the mass adoption of AI throughout the industry, with AI services, like ChatGPT, Hubspots’ AI integrations, and Midjourney, helping cut campaign times and cost, thus improving efficiency all round.
Clients also expect faster turnarounds on content delivery and data-driven insights, which can be difficult to achieve without the support of AI. The key factor for supporting AI use in digital marketing, however, is that competitors are already likely using AI tools, letting them deliver more personalised and improved content that is both faster and produced more cheaply.
Is there still value in not using AI?
If a company wishes to stand out by not using AI, it needs to directly address the specific concerns and needs of its customers and clients, connecting to pain points such as brand voice integrity, authenticity, and human creativity. The truth is that most clients do not care or are not aware of how work is produced – they only care about results.
If a digital marketing company states “we do not use AI,” some clients may translate this to “we are slower and more costly than our competitors.” Instead, the company might emphasise its ethical values, craftsmanship, and why it’s unique. This approach, however, usually applies to a smaller, niche market, rather than the mainstream.
Hybrid may sell better
The majority of digital marketing agencies in the ‘no-AI’ camp opt for a hybrid approach, combining the efficiencies offered by AI with the creativity, expertise, and strategic oversight of humans. Not only does this maintain creative integrity and a human touch – something many clients still value – it also offers more competitive pricing.
Not alienating cost-conscious and results-focused customers is the goal for agencies. Therefore, advertising themselves as ”AI-enhanced but human-led’ rather than saying ‘we never use AI’ appears to send a more balanced message. This frames AI as a tool that supports humans, helping create better work that appeals to a wider range of clients.
Avoiding AI may suggest lack of relevance
Agencies may fear the risk of appearing to be ‘anti-innovation’ or resistant to technology by rejecting AI use. With AI positioned as a key driver of innovation and competitiveness, outright rejection opens a challenging proposition in a market that thrives on ‘the next big thing.’
Not using AI can work as a differentiator…sometimes
In some circumstances, not using AI can act as a meaningful differentiator, particularly in agencies that serve clients who value authenticity and human craftsmanship over automation and scale, such as artisanal, premium, or luxury brands.
If the brand story focuses on slower, intentional production, rather than algorithmic scale, the ‘we don’t use AI’ narrative can be beneficial. In addition, if a company is committed fully to ethical values and has a strong anti-AI philosophy, not using AI goes to support these beliefs. In turn, such a stance can attract clients who share the same ethical concerns and prefer more privacy-respecting, transparent practices.
Agencies excelling with a human-centric approach
Literal Humans
The name is a big giveaway to the way this digital marketing company operates. Literal Humans specialises in human-to-human (H2H) marketing strategies, with an emphasis on personal engagement and authentic storytelling. Its ‘human-to-human’ approach to storytelling combines journalist-standard editorial with hard data to turn prospects into customers at scale.
According to Literal Humans, “AI is powerful, but it can’t replace literal humans and their insight.” The agency understands that AI has the power to speed up content, but they also say it “risks producing bland content.” Their co-created content approach means clients receive a diverse range of voices, ensuring fresh, innovative content.
One case study that highlights Literal Human’s H2H strategy is “Breathe For Change,” designed and tailored to resonate with client’s missions. Breathe For Change, an education organisation focusing on social-emotional learning (SEL) and mindfulness, was facing an identity crisis, typically perceived as a yoga brand, limiting the company’s potential.
A human-centric, bespoke strategy led to significant growth in engagement rates, organic search sessions, and form submissions. The partnership evolved to include ongoing SEO, paid media support and content marketing, all with a specialised H2H approach.
Alev Digital
The message from Alev Digital is clear – “marketing will always be human.” Catering to small businesses and startups, Alev Digital firmly believes the greatest ideas stem from human creativity. The creative marketing agency delivers practical marketing strategies that avoid the impersonal nature of generated-by-AI content.
Providing services including content marketing, digital advertising, and SEO, Alev Digital collaborates with clients to ensure all marketing aligns with a brand’s identity. The H2H process extends to the agency’s research team, that provides analysis to recommend strategy for client’s niches and industries.
For its biggest clients, it hires experts in specific areas to ensure deeper insights, something that AI alone may not replicate.
The “Grotec Farms” case study by Alev Digital highlights the company’s human-centric branding and digital strategies. The re-branding of Grotec Farms personified both the agency’s and client’s reliance on human expertise.
CSP Agency
CSP Agency advocates “human-first marketing.” This approach is “about putting people—your audience—at the centre of every digital strategy.” Rather than being anchored in algorithmic optimisation, CSP prioritises human insight, with a focus on building relationships and trust with client audiences.
The agency does, however, use AI tools and automation for SEO, content creation, and strategic consulting, but only as tools that enhance the human element, not replace it. CSP Agency states, “In an era of automation and AI, Human-First ensures that your brand connects authentically, with people as the priority, backed by data-driven insights and industry-leading expertise.”
Its hybrid approach is likely to attract customers seeking authenticity and genuine connections that resonate on a human level.
CSP Agency’s collaboration with Replicant AI showcases its human-centric approach to digital marketing, tailoring SEO strategies to Replicant AI’s needs. While Replicant AI’s technology is designed to automate customer service interactions, certain aspects of its marketing require human insight.
For instance, the subtleties of brand messaging often require human intuition and creativity. Yes, AI can speed up the processing of data and help identify patterns more easily, but it may struggle with the nuanced understanding for effective storytelling, even for an AI company. CSP Agency’s H2H campaign improved Replicant’s website traffic and online presence.
Conclusion
AI still has certain limitations in digital marketing circles, leaving a gap for human expertise, strategic thinking, and creativity.
In some cases, human-led marketing can create effective and resonant results that AI may struggle to deliver. To achieve emotional storytelling, and build authentic audience trust, there is still room for a H2H marketing strategy, though this is increasingly rare in today’s marketing climate.
See also: Russia moves to ban advertising on blocked social platforms
(Image source: “The Human Touch” by carfull…from Wyoming is licensed under CC BY-NC-ND 2.0.)
