SAS exec defines the role of empathy vs expertise in marketing with AI

In the age of AI-driven marketing, the balance between empathy and expertise is more critical than ever. A leading executive from SAS recently highlighted how successful marketing goes beyond just data and algorithms—it must also connect with the human experience. While AI brings unmatched analytical power and automation, it’s empathy that ensures messages resonate on a personal level. According to the SAS exec, marketers must use their expertise to train AI with ethical frameworks, customer context, and emotional intelligence. This dual approach allows brands to deliver relevant, timely content without losing the human touch. In short, while AI can optimize reach and performance, empathy builds trust and loyalty—making both essential in today’s customer-centric strategies.

The SAS executive emphasized that as AI becomes more sophisticated, the marketer's role is evolving from campaign execution to experience curation. Empathy allows marketers to interpret data through a human lens—understanding not just what customers do, but why they do it. This insight is essential when training AI models to reflect brand values and customer expectations. Expertise ensures the technology is used effectively, but empathy ensures it's used responsibly. Together, they create marketing that is not only intelligent, but also inclusive, ethical, and emotionally resonant—qualities that define the future of customer engagement.