Welcome to an insightful conversation with Laurent Giraid, a renowned technologist with deep expertise in Artificial Intelligence, particularly in machine learning, natural language processing, and the ethical dimensions of AI. With the marketing world undergoing a seismic shift due to the rapid adoption of AI, Laurent offers a unique perspective on how this technology is reshaping strategies, enhancing efficiency, and, most critically, navigating the growing crisis of consumer trust. In this interview, we dive into the practical impacts of AI on marketing, the benefits and challenges it brings, the widening gap in consumer perception, data privacy concerns, the influence of new regulations, and the future of responsible AI use in connecting with customers.
How has the adoption of AI in marketing evolved over the past few years, and what does this mean for the industry today?
The adoption of AI in marketing has exploded in a very short time. Just a few years ago, it was more of a novelty—something we talked about in terms of potential. Now, it’s practically ubiquitous, with over 90% of marketers integrating it into their daily operations. This shift from experimentation to implementation means AI is no longer a ‘nice-to-have’ but a core tool for driving efficiency and results. It’s fundamentally changed how campaigns are built and executed, pushing the industry toward data-driven precision at a scale we’ve never seen before.
What specific areas of marketing have been most transformed by AI, and how have these changes impacted workflows?
AI has had the biggest impact on areas like content creation, customer segmentation, and predictive analytics. For instance, tools powered by machine learning can now draft personalized email copy or social media posts in seconds, tasks that used to take hours. Segmentation has become hyper-precise, allowing marketers to target audiences with uncanny accuracy based on behavior patterns. Predictive analytics, meanwhile, helps anticipate customer needs before they even arise. These advancements have streamlined workflows, cutting down on manual grunt work and letting teams pivot to bigger-picture thinking.
In what ways has AI freed up marketers to focus on more creative or strategic priorities?
AI has been a game-changer in handling repetitive tasks. About 70% of marketers report saving significant time on campaign launches—often hours per project—because AI automates things like data analysis, A/B testing, and even initial design drafts. This efficiency means teams aren’t bogged down by the mundane and can instead brainstorm innovative ideas or refine long-term strategies. It’s like having an extra set of hands that never tire, allowing the human brain to focus on what it does best: creativity and vision.
Despite AI’s push for personalization, why do you think so many consumers still feel misunderstood by brands?
There’s a clear disconnect, often called the ‘personalization gap.’ Even though AI can tailor experiences using vast amounts of data, around 40% of consumers feel brands don’t truly get them. I think this stems from over-reliance on algorithms without enough human insight. AI can predict behavior, but it doesn’t always capture emotional nuances or cultural contexts. If a brand’s outreach feels mechanical or misses the mark—like irrelevant emails, which 60% of consumers complain about—it erodes that sense of being understood. It’s a reminder that tech needs a human touch to resonate.
What’s driving the growing consumer distrust around how their data is used in AI marketing?
The distrust, with over 60% of consumers globally uneasy about AI handling their data, comes from a lack of clarity and control. People often don’t know how their information is collected, stored, or applied, and high-profile data breaches haven’t helped. There’s also a fear that AI systems prioritize profit over privacy, using personal details in ways that feel invasive rather than helpful. This skepticism has grown sharply in just a year, reflecting a broader demand for accountability that marketers can’t ignore.
How can marketers start rebuilding trust with consumers when it comes to data privacy and AI?
Rebuilding trust starts with transparency. Marketers need to clearly communicate how data is used and give consumers real choices—like opt-in or opt-out options that aren’t buried in fine print. Offering value in exchange for data is also key; if a customer sees a direct benefit, like a tailored discount or a smoother shopping experience, they’re more likely to share information. Finally, adopting robust security measures and publicly committing to ethical standards can show consumers their privacy is a priority, not an afterthought.
How have regulations like the EU AI Act shaped the way marketers approach AI tools and strategies?
Regulations like the EU AI Act have forced marketers to rethink their approach, often for the better. In regions like the UK, over a third of marketers have revamped their AI practices to align with these rules, focusing on compliance and ethics. The Act sets boundaries on high-risk AI applications, pushing companies to assess biases or potential harms in their tools. While this adds layers of complexity, it also encourages a more responsible use of technology, which can ultimately help mend consumer trust if done right.
What’s your forecast for the future of AI in marketing, especially in balancing innovation with consumer trust?
I believe AI in marketing will continue to grow—investment is only going up, with over 60% of marketers planning to spend more in the coming year. The challenge will be aligning innovation with trust. We’ll likely see more emphasis on ‘responsible AI,’ where tools are designed not just for efficiency but for transparency and fairness. If marketers can prove that sharing data leads to genuinely better experiences, and back that up with ethical practices, I think we’ll see a slow but steady rebuilding of consumer confidence. The future hinges on putting people, not just profits, at the center of AI strategies.
