Is AI Actually a Good Thing? Why One CEO Says Use of AI in Marketing Creates More Problems Than It Solves
There is no mistaking that AI is the defining technology of our time, reshaping every industry from medicine to marketing. Businesses tout the productivity gains and the creative potential of the latest AI-powered tools that promise to make human work faster, smarter, and more efficient.
However, even as those in the C-suites and at the forefront of tech development sing the praises of AI, many leaders remain unconvinced. Among them is Henry Young, CEO of Avari, a research consultancy that helps brands reach Gen Z and Gen Alpha through influencer-led virtual experiences.
“AI is being applied to too many things, too fast. It works very well and can be extremely helpful as a workflow enhancer — it’s great for research, analytics, organization, and automating busywork tasks — but it starts to create problems when it’s applied to complex tasks, like creating marketing materials,” Young explains.
Like many who have cautioned the business world about being too eager to leverage AI, Young points to several factors that contribute to his caution, including eroding creativity, fostering false confidence, and creating systems that humans no longer truly understand.
Quality and brand reputation at risk: the limits of artificial intelligence
AI has quickly become a cornerstone of modern business, with some wondering if its rapid integration has outpaced its maturity. Overreliance on AI-generated work can easily result in incomplete or error-prone deliverables.
“AI isn’t at the point where it should be producing final products, because it cannot do so at the quality level of most humans,” says Young. “When final deliverables are AI-driven, quality is sacrificed, and problems emerge.”
AI tools adept at creating data sets and accelerating workflows still lack the nuance and contextual awareness necessary to produce human-quality work. Organizations that have replaced their output with AI-produced materials risk sacrificing clarity, personalization, accuracy, and creativity — all in the name of speed or productivity. These limitations can be abundantly clear in AI content creation and customer interaction.
For Young and others skeptical about leaving AI to its own devices with deliverables, there is a belief that the real power of AI use in business lies not in replacing the work of people with automation, but in augmenting it. When used as a collaboration tool rather than a creator, AI can enhance productivity without compromising quality.
Machine learning without a nuanced understanding
With Avari, Young is seeking to study how digital trends can shape youth culture and consumer behavior. This work often involves exploring new technologies, including AI and predictive analytics, and how they apply to online marketing best practices. However, it can also mean confronting the disadvantages of AI technologies.
Young echoes a sentiment held by many who are wary of the rise of AI: as AI grows more capable, human skills risk being undervalued. The result can lead to creative complacency, which can be significantly detrimental when one is trying to reach a young generation that craves authenticity.
The impact of predictive AI systems on influencer marketing
Like many industries, influencer marketing has been shaped by the rise of AI. While promising efficiency and scalability, AI has produced a deluge of generic posts designed to cater to algorithms or SEO frameworks, triggering a backlash from consumers and brands who crave authentic content.
“AI has actually had a net positive impact on influencer marketing. The backlash against AI slop has demonstrated to advertisers that consumers value authenticity, trust, and creativity more than ever,” explains Young. “One of the best sources of those values is the modern social media creator. In the coming year, I believe more brands will turn toward long-term partnerships with creators as a result of less authentic, mass-produced content falling flat.”
Brands are rediscovering the power of creators who can forge authentic connections with consumers, offering something AI simply cannot fabricate: lived experiences, personal storytelling, and emotional resonance. In an environment that has become bombarded with inauthentic media, the authenticity of these rising influencers creates a differentiator for brands. Companies are returning to forging long-term partnerships that help foster brand loyalty and consumer trust.
How to use AI responsibly to enhance marketing strategies
The continued use of AI technology in business is inevitable, and no one can tell what the future may hold. While future iterations of AI may someday be capable of producing deliverables that are indistinguishable from human work, today’s reality demands that we approach AI with balance in mind.
“AI will probably eventually be able to produce final deliverables indistinguishable from humans, but it simply isn’t there yet,” says Young. “Marketers should be focused on storytelling and creating authentic material that AI can’t replicate, not just as a means of standing out, but as a means of giving AI training material that helps push it in the right direction.”
By prioritizing creativity and authenticity now, we can help accelerate AI’s adoption more responsibly. Each creative idea that is produced becomes part of the data ecosystem, teaching AI to discern quality from quantity. The collaborative cycle we are entering may benefit everyone, helping businesses maintain high standards, giving consumers more genuine content, and aiding AI in evolving toward a future of greater integrity and usefulness.