How to Think Strategically About AI Tools

The Duct Tape Marketing Podcast with Mark Schaefer

In this episode of the Duct Tape Marketing Podcast, I interviewed Mark Schaefer, futurist, bestselling author, and marketing strategist, about his new book Audacious: How Humans Win in an AI Marketing World. Mark is a thought leader in digital and content marketing, and in this conversation, he explores the intersection of AI marketing and what it truly means to be human in an increasingly automated landscape.

We dive deep into why human-centered marketing is more essential than ever, how shared experiences and emotional marketing can outperform cold performance metrics, and why creative branding—especially the bold and unexpected kind—is the antidote to the AI-generated noise. If you’re wondering how your business can stand out in the age of AI and shifting consumer behavior, this conversation is for you.

Key Takeaways:

Human-centered marketing is the competitive edge in the AI era. While AI marketing tools are powerful, they can’t replicate genuine human connection, emotional marketing, or brand experiences built around shared values and trust.
Performance marketing has overshadowed the soul of branding. Mark challenges the overreliance on SEO, paid ads, and automation—urging marketers to reclaim storytelling, empathy, and creativity in their strategy.
Experiential marketing is key to creating emotional resonance. Mark emphasizes the need for shared experiences—both online and offline—that tap into what he calls collective effervescence, a psychological state where people feel connected, inspired, and part of something bigger.
Word-of-mouth marketing remains massively underutilized. Despite being one of the most trusted forms of promotion, most brands don’t budget for it. Building communities and customer advocacy should be a core part of any marketing strategy.
In a world of sameness, be audacious. Whether it’s creative branding or marketing disruption, Mark argues that the brands who dare to be bold—sometimes even weird—win attention and loyalty. AI can’t replicate originality.
Consumer behavior has shifted—and AI is influencing it. As consumers begin using AI to filter content and make decisions, marketers need to deliver clarity, brevity, and emotional depth. Attention is earned, not assumed.
Start with wrong to spark innovation. One of Mark’s most memorable tips: disrupt your thinking by flipping assumptions. Instead of optimizing the old way, ask what would happen if you did the opposite.