With AI making content production more efficient, marketers can focus on creating human connections with audiences. There's little disagreement that AI and other cognitive technologies hold tremendous potential to bring speed and precision to the content supply chain. For many marketers, however, the question remains: How can brands gain those efficiencies without losing the human insights and empathy that are so critical to effective campaigns? "AI can do a tremendous job at automating the long tail of content and creative production," says Alan Schulman, chief creative officer for customer & marketing with Deloitte Consulting LLP, pointing to tasks such as distributing content at scale and customizing it in multiple languages. "That enables marketers to focus on the ideation and creation process--on finding the fundamental truth that is going to resonate with audiences. That's where the heart and feeling is, and it's still very much a human process."