Trust can't be replicated by an algorithm – the rise of 'business to human' marketing

Against a backdrop of a global pandemic, rapid climate change, rising food prices and the spiralling cost of living in many parts of the world, today's digital marketing technologies must evolve to meet very different demands to those of just two years ago. We've seen the concentration of what would usually be a decade's worth of development into just 24 months. The increasing use of automation and AI has, to a large degree, driven this lightning-fast progress, but brings a significant danger too. The role for humanity in digital marketing has never been more pressing. Yes, technology's ability to scale, respond rapidly and deliver messaging more effectively are all plus points, but the marketing industry must also focus on the primary reason for digital engagement: human response.