IT’S JUST ONE STUDY, BUT the insights on the relationship between artificial intelligence (AI) and marketing couldn’t speak any louder—depending on which side you stand. According to Ascend2’s “The Evolution of AI in Marketing” survey, 85% of marketing professionals find AI to be at least somewhat successful in achieving their marketing objectives, with 25% considering it best-in-class. Still, 14% struggle to see any success, admitting that while AI adoption is high, optimizing its effectiveness remains challenging for some brands.
Starting as an entrepreneur, Ben Ashworth began in design, coding and website development before transitioning into digital marketing and paid advertising. Today, as the VP of Zeni, a company that utilizes AI to automate the reimbursement process, he is one of those marketers who has fully embraced the opportunities AI offers. He believes that the technology is transforming marketing by automating time-consuming tasks and analyzing massive datasets in real-time, allowing more space to focus on creativity and strategy instead of being weighed down by the process of doing things manually.
“Doing this enables marketers to execute more personalized and impactful campaigns at a higher rate and a faster pace,” Ashworth says. “Brand owners who leverage AI can make decisions based on real-time, data-backed insights rather than guesswork. AI can be used as a support tool, to help you identify trends, optimize campaigns, and predict customer behavior. This level of precision that AI operates on improves marketing performance and maximizes return on investment because it can ensure resources are being directed toward what truly works.”
By leveraging AI-driven insights—and/or at least opening their minds to the possibilities—brands can make more informed, data-backed decisions, boost team productivity through automated processes and unlock innovative approaches to customer engagement. “AI is a powerful tool, but it should enhance human creativity, not replace it,” Ashworth says. “Brand owners should use AI to handle data-heavy tasks while keeping storytelling, emotional intelligence, and brand authenticity at the forefront. The key is to leverage AI for efficiency while ensuring that the customer experience remains personal, engaging, and aligned with the brand’s core values.”
Zeni continues to invest in AI tools that can reinforce Ashworth and his team’s capabilities while providing ongoing training to ensure they stay ahead of the curve. By integrating AI strategically and keeping a human-centered approach, Zeni can future-proof its marketing efforts and continue driving meaningful engagement. Zeni is committed to fostering a culture of learning and adaptability so that AI is seen as an enabler rather than a disruptor.
Right now, AI is helping provide deep customer insights that help Ashworth and his team craft highly personalized experiences by enabling real-time customization, predictive recommendations and dynamic content that adapts to individual preferences. “Rather than replacing creativity, AI enhances it by freeing marketers from repetitive tasks and giving them the data they need to develop compelling, emotionally resonant campaigns.”
When he peeks into the future, Ashworth is even more interested in what he sees, as platforms like generative AI, realtime personalization and AI-driven predictive analytics are set to redefine the marketing landscape. “As AI models become more advanced, it will allow more brands to create hyper-personalized customer experiences at scale. Additionally, AI’s ability to analyze and act on data instantly will reshape how companies engage with their audiences in real time.”
Want more insights like this? Dive into The Noodle, Vol. 15 Issue 2 for fresh perspectives on marketing, technology, and creativity.Read the full issue here.
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