The Creativity Gap: Measuring Human-Centered Marketing

As AI scales marketing with speed and precision, brands face a critical question: How do we preserve and measure the human elements that drive connection and trust? This session explores why emotionally driven campaigns consistently outperform purely data-optimized ones, drawing on fresh research and real-world case studies. You’ll leave with a practical approach to identifying human-centered signals, measuring their impact with rigor, and making the internal case for the kind of creativity AI can’t manufacture.

Key Takeaways

1. Spot the signals that separate connection from noise. A clear method for identifying emotion, storytelling and cultural relevance in campaigns, and recognizing where they’re missing.
2. Measure what matters beyond the click. Frameworks and metrics for quantifying brand recall, emotional resonance and long-term brand equity in ways that hold up to scrutiny.
3. Get the AI-and-human balance right. How to use automation for efficiency without flattening the creative work that drives both short-term performance and long-term growth.

Agenda

12 p.m. Introductions
12:05 p.m. Presentation begins
12:45 p.m. Q&A begins
1 p.m. Workshop concludes

NOTE: This workshop is virtual and will be recorded. Notetakers are prohibited.