We Asked 100 Marketers What AI Can't Replace—Here's What They Said

We Asked 100 Marketers What AI Can't Replace—Here's What They Said

Everyone's talking about what AI can do. We wanted to know what it can't.

While 88% of marketers now use AI in their daily operations and the global AI marketing market is projected to reach $47.32 billion in 2025, there's a more important conversation happening behind the headlines.

We surveyed 100 marketing professionals—from CMOs and brand strategists to content creators and performance marketers—about the irreplaceable human elements in marketing. Their responses revealed a fascinating consensus about where the line between automation and human creativity actually lies.

And because we believe in transparency, we asked our very own Averi AI the same questions. After all, if we're building a platform that combines AI power with human expertise, we should be honest about where each shines brightest.

The results challenge the narrative that AI is coming for marketing jobs.

Instead, they point to a future where AI eliminates the tedious parts of marketing so human creativity can flourish.

The Current State: AI Adoption vs. Human Concerns

The numbers tell a story of rapid adoption mixed with genuine uncertainty. 69.1% of marketers incorporated AI into their operations in 2024, while 70.6% believe AI can outperform humans in key marketing tasks.

But here's what the statistics don't capture: nearly 60% of marketers fear AI could replace their roles, and 71% of employees are concerned about adopting AI. The fear of AI jeopardizing jobs has nearly doubled since 2023.

This tension between adoption and anxiety drove our research question: What aspects of marketing will remain fundamentally human, even as AI capabilities expand?

The Irreplaceable Elements: What 100 Marketers Told Us

1. Genuine Empathy and Emotional Intelligence

87% of marketers mentioned empathy as something AI fundamentally cannot replicate.

The ability to truly understand how a message will make someone feel—not just how they might behave—remains deeply human. While AI can recognize patterns in emotional data, it does not experience emotion itself.

Sarah K., Brand Director at a D2C company: "AI can analyze sentiment, but it can't feel it. When I'm writing copy for someone going through a difficult life transition, there's an emotional intelligence that comes from having experienced similar human struggles. That lived experience creates marketing that resonates at a soul level, not just a behavioral one."

Averi's Take: "I can analyze emotional patterns in data and even predict emotional responses, but I don't experience emotions myself. I can help identify where empathy should be applied, but human marketers bring the genuine emotional connection that makes messages resonate. I'm great at amplifying human empathy, but not replacing it."

This aligns with research showing that human emotional intelligence involves self-awareness, empathy, and the ability to navigate complex social situations, while AI's emotional intelligence is simulated rather than genuine.

2. Cultural Intuition and Contextual Judgment

76% of respondents highlighted cultural nuance and contextual judgment as areas where AI still falls significantly short.

Understanding cultural context goes beyond data analysis—it requires being embedded in culture, not just observing it. Human language is more than just processing words; it's about understanding context, emotion, and culture.

Marcus T., Creative Director: "There's a difference between understanding cultural references and understanding cultural context. AI can learn what references mean, but knowing when something might be tone-deaf or when the cultural landscape is subtly shifting—that requires being embedded in culture, not just observing it."

Averi's Take: "I learn from patterns in data, which means I'm always slightly behind the cultural curve. I can help identify trends once they emerge, but human marketers detect those subtle shifts in the zeitgeist before they become data points. My knowledge is comprehensive but lacks the instinctive cultural sensing that humans naturally possess."

3. Creative Risk-Taking and Original Thinking

A surprising 92% of marketers identified creative risk-taking as something they don't believe AI will ever fully replace.

This finding is particularly striking given AI's capabilities in content generation. However, research confirms that true imagination transcends mere data processing; it involves abstract thinking, intuitive leaps and the ability to forge connections that defy conventional patterns.

Jayden R., Content Strategy Lead: "The best marketing often comes from ideas that initially sound absurd. AI optimizes toward proven patterns, but breakthrough creativity often means breaking patterns entirely. There's a certain courage in pursuing an idea that data says shouldn't work, but your gut says will."

Averi's Take: "I excel at optimizing within established patterns and can help generate variations of successful approaches. But I don't have intuition or the ability to take true creative risks. The bold, original thinking that redefines categories still comes from human minds willing to venture beyond what data alone would suggest."

Research supports this view: AI can mimic creativity by generating art, music, or written content using algorithms, but AI's "creativity" is based solely on existing data—it cannot experience true inspiration, emotion, or originality.

4. Strategic Vision and Value Alignment

83% of marketers emphasized that long-term strategic vision—especially when aligned with human values—remains distinctly human territory.

This is about more than planning; it's about purpose. AI follows programmed rules and cannot make moral decisions on its own. Humans use values, emotions, and social understanding to make difficult decisions.

Elena M., CMO: "AI can help execute a strategy, but defining what success looks like five years from now, especially when it involves balancing profit with purpose? That requires human judgment about values and priorities that algorithms simply don't possess."

Averi's Take: "I can analyze trends and project outcomes, but I don't have values or long-term vision of my own. Human marketers bring the why behind the what—the purpose that guides strategic choices. I can help evaluate strategic options, but determining which direction aligns with your deeper values and mission requires human wisdom."

5. Authentic Relationship Building

79% mentioned authentic relationship building as something that requires a human touch, even with advanced AI.

While 90% of people prefer a human customer service representative to a chatbot, the preference for human connection goes deeper than customer service.

Carlos D., Community Marketing Manager: "I've watched community members evolve from skeptics to brand advocates over years of genuine interaction. That relationship isn't built through perfect responses—it's built through authentic care, remembering personal details because they mattered to you, not because they were in a database."

Averi's Take: "I can help manage relationships at scale and provide data about customer interactions, but I don't form authentic connections. Human marketers bring genuine care and authentic interest to customer relationships. While I can help facilitate connections, the depth of human-to-human relationships can't be automated."

6. Ethical Judgment and Brand Integrity

71% pointed to ethical judgment and maintaining brand integrity as areas requiring human oversight.

This concern is particularly relevant as only 13% of organizations report hiring AI ethics specialists to address responsible AI development.

Priya S., Brand Strategist: "The hardest marketing decisions aren't about effectiveness—they're about integrity. Should we run this campaign even though it might be divisive? Does this message truly reflect our values? Those judgments require a moral compass that AI simply doesn't have."

Averi's Take: "I can flag potential ethical concerns based on patterns I've observed, but I don't have moral intuition or values of my own. Human marketers bring ethical judgment that goes beyond rule-following to consider nuanced questions of integrity and responsibility. This is an area where human oversight will always be essential."

The Data Behind Human-AI Collaboration

Our survey results align with broader industry trends showing that the future isn't about replacement—it's about collaboration.

Current AI Capabilities vs. Limitations

What AI Excels At:

• 51% of marketing teams use AI to optimize content

• 35.1% of marketers use AI for content production

• 84% say AI speeds up high-quality content delivery

What Remains Human:

• 32.7% believe that high-level strategy and decision-making will continue to require human input

• Humans excel in quickly adapting to changing environments, drawing on experiences, and using understanding of context to solve problems

• Human intelligence brings creativity, intuition and ethical judgment to the table

The Economic Reality

The numbers suggest collaboration, not replacement:

• By 2025, AI might eliminate 85 million jobs but create 97 million new ones, resulting in a net gain of 12 million jobs

• 92% of U.S.-based developers in large companies use an AI coding tool, yet demand for developers continues to grow

• The global Emotion AI market is projected to grow from $2.74 billion in 2024 to $9.01 billion by 2030, suggesting increased investment in human-AI emotional collaboration

What This Means for Marketing Teams

The insights from our survey point to a clear future: not AI replacing marketers, but AI and marketers developing a new kind of partnership where each contributes what they do best.

The Optimal Division of Labor

The most successful teams will leverage AI for:

• Processing vast amounts of data and identifying patterns

• Generating initial content drafts and variations

• Handling repetitive tasks and optimizations

• Providing real-time performance insights

• Automating routine tasks, thus freeing up teams to focus more on building strong client relationships

While relying on humans for:

• Emotional intelligence and empathy

• Cultural intuition and contextual judgment

• Creative risk-taking and originality

• Strategic vision and value alignment

• Authentic relationship building

• Ethical judgment and brand integrity

The Competitive Advantage

Research shows that the most successful marketing teams will be those that can seamlessly integrate AI with human creativity and intuition, leveraging the strengths of both to drive innovation and achieve better outcomes.

Teams that master this balance report significant advantages:

• 25% of marketers report that AI-generated content is more successful than content created without AI

• 75% of marketers feel AI gives them a competitive advantage

• 85% of marketing professionals find AI at least somewhat successful in achieving their marketing objectives

How Averi Approaches the Human-AI Partnership

At Averi, we're not building AI to replace marketers—we're building tools that eliminate the tedious parts of marketing so human creativity can flourish.

Our approach is simple: AI should handle what AI does best, and humans should focus on what humans do uniquely well.

That's why Averi combines AI-powered workflows with access to expert human marketers. It's not just about efficiency—it's about creating space for the irreplaceably human elements of marketing to shine through.

Ben Hollan, Head of Product: "When we designed Averi, we started by asking what parts of marketing drain creative energy without adding value. Those were the first things we automated. But we built the entire system around the understanding that the most impactful marketing comes from human insight, creativity, and connection—amplified by AI, not replaced by it."

The Averi Difference

What We Automate:

• Campaign planning and brief generation

• Initial content creation and optimization

• Performance tracking and reporting

• Resource allocation and workflow management

What We Amplify:

• Human strategic thinking with AI-powered insights

• Creative ideation with data-driven inspiration

• Authentic relationship building with intelligent facilitation

• Ethical decision-making with comprehensive information

What We Preserve:

• Human empathy and emotional intelligence

• Cultural intuition and contextual judgment

• Creative risk-taking and original thinking

• Strategic vision aligned with human values

The Future Is Human + AI, Not Human vs. AI

What emerged most clearly from our survey wasn't fear of AI replacing marketers. Instead, we heard excitement about a future where AI handles the mechanical aspects of marketing, creating more space for the deeply human elements to flourish.

The Vision

In the future, the most successful marketing teams will be those that can seamlessly integrate AI with human creativity and intuition, leveraging the strengths of both to drive innovation and achieve better outcomes.

As one respondent put it: "I didn't get into marketing to A/B test button colors or write six variations of the same email. I got into marketing to connect with people, tell meaningful stories, and create work that matters. If AI can handle the first part, I can focus more energy on the second."

The Reality Check

But this future requires intentional design. By combining your unique human touch with AI's analytical strengths, you can develop marketing campaigns that are emotionally resonant and data-informed.

The key is understanding that AI is a powerful tool, capable of processing data and automating tasks. However, it's your unique human qualities—creativity, empathy, and strategic thinking—that truly differentiate your marketing efforts.

What Success Looks Like

The most effective approach combines:

• AI efficiency for data processing, pattern recognition, and automation

• Human insight for emotional intelligence, creativity, and strategic vision

• Integrated workflows that seamlessly blend both capabilities

• Continuous learning as both AI and human capabilities evolve

Practical Steps for Marketing Leaders

Based on our research and survey findings, here's how marketing leaders can build effective human-AI partnerships:

1. Audit Your Current AI Usage

Questions to ask:

• What tasks are we automating vs. what requires human judgment?

• Where are we using AI to replace humans vs. amplify human capabilities?

• What uniquely human skills are we not fully leveraging?

2. Invest in Human-Centric Skills

Priority areas:

• Emotional intelligence and empathy training

• Cultural competency and contextual awareness

• Creative thinking and risk-taking frameworks

• Ethical decision-making processes

3. Design Integrated Workflows

Best practices:

• Use AI for initial data processing and pattern identification

• Apply human judgment for strategy and creative direction

• Implement feedback loops between AI insights and human decisions

• Maintain human oversight for ethical and cultural considerations

4. Build Hybrid Teams

Team structure:

• AI-powered analysts for data processing and optimization

• Human strategists for vision and creative direction

• Hybrid roles that combine AI tools with human judgment

• Ethics and culture specialists for oversight and guidance

The Bottom Line

Our survey of 100 marketers reveals a nuanced view of AI's role in marketing. While 88% of marketers now use AI in their daily operations, the value lies not in replacement but in amplification.

The marketers we surveyed aren't afraid of AI—they're excited about what becomes possible when AI handles the mechanical aspects of marketing, freeing them to focus on what they do best: connecting with people, solving problems creatively, and building brands that matter.

That's exactly the future we're building at Averi—one where AI and human expertise work in harmony, each contributing what they do best to create marketing that's more effective and more meaningful.

Not AI instead of humans. AI plus humans.