The use of artificial intelligence (AI) in business is steadily increasing for good reason. AI tools can mimic human behavior and take over low-maintenance repetitive tasks that often take up a lot of time in day-to-day business operations, such as data collection and entry.
Although AI can make certain processes more productive and efficient, these tools don’t have the creativity, empathy, and intuition humans do. These qualities and other skills real workers bring to the table are required for certain areas in your company to thrive.
Let’s dive into four key areas in business where it’s best to hire real people over leaning exclusively on AI.
1. Marketing
Many would argue that AI tools are most beneficial in marketing departments. At Growth Hackers, we helped a B2B SaaS company automate content scheduling, lead nurturing, and reporting with AI-powered workflows, reducing manual marketing tasks by 43% while keeping human creativity at the center of strategy.
For example, you can automate blog and social media posts to ensure consistency. You can set up emails to be sent out automatically when someone subscribes to your email list. AI can also collect, process, and analyze huge datasets without human intervention.
With all that AI can do for marketing, there’s so much more that only human workers can do well in the department.
Content Writing
We’ve recently seen the growing trend of AI-generated content in the marketing world. Tools like ChatGPT and Copy.ai can come up with content ideas and generate complete pieces. Using these tools for content writing can save you a lot of time and enable a small team to keep up with content demand.
However, the problem lies in the quality of the content produced by AI tools. For example, you’ll notice the piece may be missing key information, or that what’s discussed is inconsistent. You may also notice grammar and punctuation issues.
Real writers are still essential because they’re the ones that ensure the content is high quality, full of valuable information, and void of grammar and punctuation mistakes. Content writers also share human experiences that tap into the emotions of readers, making the content more compelling.
Social Media
One of the most important factors in a successful social media marketing strategy is consistency. Posting high-quality content every day, a few times a day is ideal for growing a strong presence on social media. That’s why an AI tool that automatically posts to your platforms for you is beneficial.
But aside from an auto-scheduler, you need humans behind your social media marketing strategy. AI can’t be creative, something integral to standing out on social media. At Growth Hackers, we see AI in social media like an automated stage crew behind a live performance, and with one of our fintech clients this balance allowed their team to focus on creativity while increasing content consistency.
The people on your social media team are the ones coming up with creative post concepts and campaigns, responding to follower comments and direct messages, doing livestreams, and engaging with people in other ways. They’re the ones driving the uniqueness of your social media marketing strategy.
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Marketing Messaging
AI tools can generate general marketing messages if you ask them to. For instance, they could create descriptions or a slogan for a product. However, AI can’t create marketing messaging that aligns with your brand or your target audience specifically.
Real marketers know who their target audience is and make sure every message has the potential to resonate with them before they ever publish it. They’re also familiar with the brand and can develop messages that are in sync with the brand’s personality and core values.
Personalization
Data collection is one of AI’s most favored capabilities. AI tools can gather, analyze, and extract meaningful insights from massive datasets that humans would have a hard time getting through. As a result, businesses store lots of data on their customers that they use to personalize their marketing content.
AI gets the data while your real marketing employees use it to tailor various pieces of marketing content to individuals in your target audience.
For example, let’s say you have a potential customer’s name, company information, and a little insight into their pain points. You can use this information in the welcome series of emails for new subscribers to establish rapport.
AI can give you the data you need to execute personalization, but it’s real workers who ensure that personalization comes across as authentic. At Growth Hackers, we supported a manufacturing company that collected large amounts of customer data but struggled to make messaging feel personal, and after blending AI insights with human-written campaigns, they built more authentic customer engagement.
2. Customer Service
Customer service is the next area in your business that benefits from a human touch. Many businesses implement AI in various aspects of their customer service strategy, such as using a chatbot on their website or Voice AI for customer service phone calls.
But at the end of the day, customer service requests can be complex. You need real people on your customer service team to ensure these requests and other layered customer service duties are taken care of.
Building Customer Relationships
People don’t build relationships with AI tools and software. They grow relationships with people, whether that be the person helping them with a customer service issue or the individuals behind the rest of your departments.
Your AI tools may have a hand in keeping these relationships going. For example, a customer could have an interaction with a chatbot before being passed off to a real customer service representative.
But your customers will connect with the people in your business and build relationships because of them.
Solving Customer Issues
How often have you found yourself yelling into an automated system on the phone or fighting with a chatbot on a business’s site because you’re having such a hard time getting to where you need to go?
This happens way too often for many people. That’s why they opt to skip the interactions with AI chatbots and other tech tools and go straight for a real person to help get with their issues solved.
If you don’t have real people on your customer service team, you’re taking away a widely-used option from your customers. Real people make sure issues get resolved quickly and satisfactorily, and that’s ultimately what your customers want.
Implementing Customer Feedback
If you’ve established meaningful customer relationships and grown a following for your business, you’re likely getting plenty of customer feedback.
They’re leaving it underneath social media posts. They’re taking your customer satisfaction surveys. They’re engaging with your website polls and responding to one-on-one email conversations.
AI tools can streamline the collection of customer feedback. However, they can’t implement the feedback to better how you serve customers. That’s where real employees make a difference.
Your customer service team understands the underlying tone of feedback. They can also flesh out what a customer is saying and develop an actionable plan for implementing the feedback given.
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3. Brand Building
An authentic brand is one of the best assets a business has. It’s what sets you apart from your competition and keeps people interested and loyal to your brand.
AI tools can help you with parts of brand building, like coming up with a logo or color palette ideas. But they cannot provide the genuineness, trust, and creativity needed in brand building.
At Growth Hackers, we transformed an e-commerce store from generic AI-assisted branding into a distinctive, human-centered brand identity, resulting in a tangible increase in audience engagement and stronger brand loyalty signals.
Authentic Brand Messaging
People want real connections with the brands they support. They want to feel like your brand was made for them. This means your brand messaging must touch them emotionally and speak to who they are in some capacity.
Because AI doesn’t have emotions, it can’t create brand messaging that has emotional resonance. But humans can, making them an integral part of crafting authentic brand messaging that aligns with its customers.
Building Trust
You can grow your brand much faster when you focus on building trust with your customers.
You need real people to build trust with customers because, as mentioned above, people connect with people. They want to know who’s behind your brand and what they’re all about because if you have people working for you that don’t move in an honest, positive way, chances are you’ll lose customers.
Not only that, but what about the content you create for your brand? It’s got to come across as genuine for people to trust it. And that’s the responsibility of the real people producing brand content.
Creativity
If a brand needs to be anything, it’s creative. You’re competing with hundreds of thousands of brands in your niche for the attention of your target audience. If your brand is innovative enough, you won’t have a hard time getting and keeping your customers’ attention.
Unfortunately, creativity isn’t an AI strength. Humans possess the level of creativity needed to develop a stand-out brand. They can dig into a brand’s personality, tone, messaging, logo, color palette, and other visual elements in a way that AI tools could never.
At Growth Hackers, we helped a beauty brand refresh its creative direction across messaging and visuals, and by leaning into human-led storytelling and brand personality, they increased audience engagement.
4. Human Resources
Human Resources (HR) is responsible for recruiting and hiring top talent for vacant positions as well as nurturing employee relationships and professional development within the company.
AI can make HR processes more efficient and help you improve recruiting by automating strategies. For example, applicant tracking software can automatically screen candidates based on how well they match a vacant job’s requirements. And AI-powered video interviewing tools can examine facial expressions and voice to determine personality fit.
But the success of your HR department rides on the skillsets and abilities of the humans who work in it. HR workers must make the final decision about what candidates to move forward with. They’re involved with interviews, onboarding, and training too. Not to mention everything else involved in developing strong relationships with employees.
Final Words on Where People Can Still Beat Ai in Business
AI will continue to become a core part of business operations. However, that doesn’t mean they’ll become so central to a company that they’ll take over what human workers do completely. Human expertise will remain indispensable in various aspects of business because they have so much that AI tools will never be able to offer.
Growth Hackers is an award-winning AI marketing agency helping businesses from all over the world grow. There is no fluff with Growth Hackers. We help entrepreneurs and business owners tap into human expertise with our help, increase their productivity, generate qualified leads, optimize their conversion rate, gather and analyze data analytics, acquire and retain users and increase sales.
We go further than brand awareness and exposure. We make sure that the strategies we implement move the needle so your business grow, strive and succeed. If you too want your business to reach new heights, contact Growth Hackers today so we can discuss about your brand and create a custom growth plan for you. You’re just one click away to skyrocket your business.
