Generative AI lets teams produce ads and content faster than ever. The result, argues Korean consultant Park Sang-hoon of Planbro, is a flood of uncanny AI images and video, copy that doesn’t sound human and ads that look factory-made. Choices made for productivity can end up irritating customers and costing sales. Marketing performs best when it is different, so while nearly every company pursues AI transformation, non-selling marketing ideas that feel human become the differentiator.
Gumloop helps people automate work with AI agents, yet its own marketing made a choice no AI agent would. It spent budget hiring street musicians to perform next to QR-code signs linking to its website. The signs skipped the usual “automation” and “productivity” talk and carried one message: the freedom people gain when work is automated. A video of the campaign drew more than 2,300 likes and 200 comments on LinkedIn.
It’s hard to justify big spend on activities with unmeasurable ROI. The author suggests setting aside roughly 20% to 30% of the marketing budget for building person-to-person relationships without a sales goal. Plan against questions like: Will this make prospects smile? Will they feel helped? Will they tell others about us? Will they remember us as good people before they think of us as a good company?
Some ideas may require permits, agency approvals or legal review. Adapt the elements to your audience, product and brand message.
As AI grows more capable, what remains distinctly human is intent and choice: the intent to deliver warmth before revenue, and the choice to go against the pattern everyone else follows. Platforms are already building antibodies against AI slop, and Google’s own guidance found a human voice is worth 12% in YouTube conversions.
If you’re planning Q4, add one non-selling line next to automation and performance. Measure it through relationship signals — branded search, unprompted mentions and shares, on-site participation — so the budget can defend itself.
Activities that set sales aside to offer help or delight first, so people remember the brand as good people — for example free rides, umbrella giveaways or free advice.
The author suggests about 20% to 30% of the marketing budget for person-to-person relationship building, adjusted to your category and situation.
Track relationship signals such as branded search volume, unprompted mentions and shares, and on-site participation as separate KPIs.
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