AI isn’t coming, it’s here. AI is changing the way people search, shop and interact with brands. But instead of fearing the tech, smart marketers see this moment as an invitation to future-proof. 

Here’s how to set your brand up to thrive in an AI-powered world: 

1) Build Your Brand 

When so much can be automated, brand becomes your north star. AI tools can spin up endless lookalike ads, but they can’t replicate the emotional connection people feel with a brand they trust. 

• Why it matters: In a world where answers and options are endless, customers will default to the names they already know and like. 

• Example: Duolingo leans into humor, cultural moments and its unapologetically chaotic mascot, Duo. Even as AI streamlines education apps, people continue to choose Duolingo because the brand makes them feel something.  

• Bonus: Watch our take on Duolingo “killing” its beloved mascot
• Action Item: Revisit your brand universe. Question: Would someone choose our brand in a world of AI-generated options?  

2) SEO Isn’t Dead

With AI-powered search, it’s easy to assume SEO is obsolete. But the opposite is true. Rich, optimized content will be the fuel AI pulls from to answer niche queries. 

• Why it matters: If your site doesn’t show up in AI’s data, you won’t show up in AI’s answers.  

• Example: HubSpot has built a library of niche, evergreen resources that keep surfacing in AI-powered answers. That’s no accident — it’s SEO discipline meeting new search behavior. 

• Bonus: Read more on how AI could change SEO … and what to do about it
• Action Item: Audit your website for depth and relevance. Build content to directly answer the niche, long-tail questions your customers may ask AI tools like ChatGPT. 

3) Treat Data Like Gold

AI thrives on personalization, but it only works if you know your audience. Brands that own first-party data (emails, app usage, CRM, purchase behavior) will outpace those relying solely on third-party information.  

• Why it matters: Cookies may eventually go away, privacy regulations are tightening and AI tools are getting better at surfacing content from companies with content marketing strategies based on customer data.  

• Example: Starbucks’ loyalty program is less about free lattes and more about gathering data that powers hyper-personalized marketing. 

• Bonus: Dive deeper into how businesses can target audiences despite increased privacy restrictions 

• Action Item: Invest in collecting and organizing first-party data. This is the fuel for the automated personalization that will set your brand apart from competitors. 

4) Keep the Human Touch

AI is powerful, but it can’t replace human creativity, empathy or judgment. The brands that win will combine AI efficiency with authentic human storytelling. 

• Why it matters: Customers know when they’re talking to a bot. However, they often don’t mind if they also know your brand sees them as a real human with custom preferences. 

• Example: Sephora uses AI-powered recommendations, but it’s paired with human consultants and authentic influencer content.
• Action Item: Invest in resources (partners, storytellers, strategists) to ensure your brand’s humanity shines through every interaction. 

The Bottom Line 

AI isn’t the enemy of marketing. It’s the next wave. Brands that future-proof now by leaning into their brand universe, strengthening SEO, investing in first-party data and maintaining the human touch will stand out tomorrow.