AI in Marketing: Balancing Innovation and Human Connection with David Berkowitz (full text)

How the author of “The Non-Obvious Guide: Using AI for Marketing” navigates the evolving landscape of artificial intelligence in the marketing sphere

In today’s rapidly evolving digital landscape, artificial intelligence is transforming how marketers connect with audiences, create content, and develop strategies. In a recent interview, David Berkowitz, founder of AI Marketers Guild and author of “The Non-Obvious Guide to AI for Marketing,” shared valuable insights on striking the right balance between AI innovation and authentic human connection in marketing. A summary is below and the full-text (recommended) is available here.

Key takeaways from the interview:

• When writing about AI marketing, Berkowitz focused on timeless principles, rather than specific tools to ensure long-term relevance.
• Berkowitz used AI as a research assistant and sounding board while maintaining his authentic voice throughout the writing process.
• The book includes an AI readiness assessment helps marketers understand their current capabilities without judgment.
• The most important word in AI is “yet.” As capabilities evolve rapidly, most limitations are temporary.
• The market is already flooded with AI-generated content, creating a “tragedy of the commons” that makes authentic human connection increasingly valuable.

Berkowitz approached his book with careful consideration for the rapidly changing nature of AI technology. Rather than focusing on specific tools that might quickly become outdated, he emphasized strategies for overcoming objections, assessing readiness, and applying AI to business objectives. “Part of the strategy in writing the book was actually to mention specific AI models or tools as infrequently as possible,” Berkowitz explained, comparing this approach to a social marketing playbook he authored nearly 20 years ago where the strategy remained relevant even as platforms changed.

While embracing AI as a research assistant and editor, Berkowitz was committed to maintaining his authentic voice. Initially using AI to help develop his outline and book proposal, he discovered the importance of infusing his personal anecdotes and experiences to create something truly valuable. “Once I got there, the book started getting really fun to write and it got way easier,” he said.

As marketers leverage AI to produce unprecedented volumes of content, Berkowitz warns of diminishing returns. “I think the market’s already flooded,” he notes, describing a “tragedy of the commons” where everyone competes for finite consumer attention. In this environment, human connection becomes increasingly precious: “How do we relate as people? How do you show that there are actual humans involved in this process?” This perspective highlights the enduring value of authentic engagement in an increasingly automated marketing landscape.