There's a new 'middleman': efficiency + AI + authenticity
- Mary Priller
- May 26
- 2 min read
AI has become a new intermediary in the ongoing tension between efficiency and authenticity — two priorities that sit at the heart of marketing and communications. It may be more accurate to call it a relatively new intermediary: AI has been evolving for years, but only recently has it become central to how teams create, publish, and optimize. That shift is worth a pause and sharing. I like to share to underscore the view for myself and also as a reminder for what may be ahead and in the forefront. For many marketers, AI is both a productivity tool and a temptation. It can streamline workflows, accelerate ideas and creativity, and reduce production time. But it can also create the illusion that speed alone is strategy. The reminder is simple and important: AI is a tool, not a substitute for judgment, voice, or brand perspective. HubSpot’s 2026 State of Marketing underscores this “pull” of sorts, highlighting how AI is improving speed and scale, while human-led marketing remains essential for trust, relevance, and differentiation. Their findings: 71% say AI helps them create significantly more content. So, what's the takeaway? Efficiency may help produce more, but authenticity still makes content resonate. That is the real balancing act for our marcomm teams. Audiences still respond to human-centered storytelling, behind-the-scenes perspective, community-generated content, and brand narratives that feel specific rather than generic. Best practices have not disappeared; they have become more important. Clear point of view, strong editorial judgment, thoughtful targeting, and message discipline are what turn content into connection. AI adoption is still taking shape, and its role will continue to evolve — much like social media did. The tools will improve; workflows mature. Standards will become clearer. But the core responsibility remains the same: as marketers, we are still the storytellers, the strategists, and the stewards of brand voice. AI can save time, but authenticity, empathy, and earned trust still come from people. It’s a balance, like the Wikipedia image of the triple ("triplet") tandem bike that creatively served up.
Thank you, HubSpot and other resources, that let us immerse ourselves in and be "in the know" as the technology rapidly presents. Reports like this are great resources and useful because they help pressure-test and show us how those in this space are using new tools — and that the stronger human point of view still matters. And, BTW, Copilot did help with my edits 😊
