The landscape of marketing is rapidly evolving, especially as artificial intelligence (AI) becomes an integral tool for data-driven decision-making and customer engagement. In a recent discussion, Andy Citizen from Share More Stories shared his journey in leveraging AI to deepen human insights and redefine how companies understand their target communities. His expertise in blending cutting-edge technology with a human-centric approach offers actionable lessons for early-stage SaaS founders, marketing executives, and operational leaders aiming to gain a competitive edge.

This article explores the key takeaways from Andy’s insights, providing a roadmap for harnessing AI in market research and customer understanding - without losing sight of the human element.

The Human-AI Intersection: A Paradigm Shift in Marketing

Andy Citizen, with decades of experience in emerging technologies, identified a critical gap: the technological progression often overlooks the human experience. He explained, "I realized humans weren't being considered as architects of our digital age. Instead, they were being treated as livestock." This revelation inspired him to explore the intersection of AI and humanity, ultimately leading to the creation of tools that prioritize a deeper understanding of customer communities.

Why This Matters for Your SaaS Business

For SaaS founders and marketing leaders, the challenge lies in balancing technological efficiency with customer-centricity. Traditional methods, such as surveys and focus groups, while effective, often fail to capture the nuanced motivations and emotions of users. Andy’s approach emphasizes building emotional connections through AI-driven storytelling, helping brands uncover the "why" behind customer behaviors.

From Data to Stories: A New Framework for Market Research

Andy’s company, Share More Stories, takes a unique approach to market research by focusing on storytelling. Instead of relying solely on survey data or brand trackers, they collect narratives from target communities and use AI to analyze them for emotional and behavioral insights. This process reveals deeper truths about customer intent, opening opportunities for more authentic engagement.

Comparing Traditional Surveys with AI-Driven Storytelling

• Surveys: Ideal for answering specific, predefined questions. They provide structured data but can be limited by bias or the constraints of prescriptive questioning.

• Storytelling + AI: Enables customers to share open-ended narratives, uncovering insights that surveys might miss. As Andy explained, "We ask people to tell us what questions we should be asking, rather than presupposing what we should know."

For example, in one study on exercise habits, Share More Stories uncovered diverse motivations - ranging from mental health to sibling rivalry - that a traditional survey might not surface. These insights allow marketers to tailor messaging and even product features to better align with real customer needs.

Building an AI-Driven System for Emotional Analysis

At the core of Andy’s methodology is an AI system capable of processing thousands of stories and generating emotions-based classifications. The system identifies themes, sentiment, and even hidden patterns in the data, offering unparalleled accuracy and speed. By doing so, it enables brands to:

• Pinpoint the emotional drivers behind customer decisions.

• Uncover underserved segments of the market.

• Develop products and campaigns that resonate on a deeper level.

A Practical Guide to Implementing AI in Your Marketing Strategy

To bring actionable insights to life, SaaS companies and marketing teams can follow these steps:

1. Start with Defining Your Community

Identify the specific customer group you want to understand. Whether it’s early adopters of your SaaS product or niche segments like minority travelers, focus is key. Andy explained, "We start by defining the community - who they are, what they care about, and why they matter."

2. Collect Stories, Not Just Data

Encourage your audience to share their experiences through open-ended prompts. For example, instead of asking, "How often do you use our product?" prompt them with, "Tell us about a time our product helped you solve a problem."

3. Leverage AI for Story Analysis

Use AI to process and analyze stories for emotional and attitudinal signals like joy, anxiety, or frustration. This allows you to identify pain points and opportunities for improvement.

4. Incorporate Generative AI for Deeper Exploration

Generative AI tools can synthesize findings and surface unexpected insights. Andy described this as asking the AI, "What did we miss?" - an often transformative step that reveals hidden gold.

5. Foster Collaboration Between New and Experienced Marketers

Encourage mentorship between senior professionals and AI-savvy newcomers. The blend of domain expertise and technological fluency ensures well-rounded decision-making.

6. Prioritize Ethical AI Practices

As Andy emphasized, maintaining trust is paramount. Ensure anonymity and protect customer privacy when collecting and analyzing data.

Key Takeaways

• AI + Storytelling = Greater Insights: Move beyond surveys to collect stories that reveal the emotional drivers behind customer decisions.

• Focus on Community: Define and engage with specific customer groups to create more personalized experiences.

• Use Generative AI to Uncover Hidden Insights: Ask your AI tools what you may have missed - they’re often better at finding patterns in complex data sets.

• Human Agency Matters: Combine AI’s efficiency with human creativity to deliver superior outcomes.

• Mentorship is Critical: Pair experienced professionals with new marketers for a balanced approach to innovation.

• Adopt Ethical Standards: Protect participant data and maintain transparency in your research methods.

The Future of Marketing: Keeping Humans in the Loop

One of the most thought-provoking aspects of Andy’s discussion was his cautionary note about treating humans as "livestock" in the digital age. As AI becomes increasingly advanced, there’s a risk of losing sight of human agency and individuality. For SaaS founders and marketers, this means doubling down on efforts to keep the human perspective at the heart of innovation.

Andy advises fostering more personal, offline interactions alongside digital engagement. "Get out and connect", he said. "Break away from digital overload to find context and meaning."

As AI technologies continue to reshape industries, the key to success lies in collaboration between AI and human intelligence. By staying curious, embracing creativity, and prioritizing human-centered design, SaaS companies can navigate this new era with confidence.

Closing Thoughts

For seed to Series A SaaS founders and marketing leaders, the integration of AI into market research offers extraordinary potential. But the real magic happens when AI becomes a tool to enhance, not replace, human understanding. By focusing on storytelling, fostering collaboration, and maintaining an ethical approach, businesses can uncover transformative insights that drive meaningful growth.

The future of marketing isn’t just about technology - it’s about people. And when AI meets humanity, the possibilities are boundless. Stay curious, stay innovative, and above all, stay human.

Source: "How AI Is Transforming Marketing & Human Insights" - ProRelevant's The Backstory on Marketing & AI, YouTube, Nov 24, 2025 - https://www.youtube.com/watch?v=fmZOynlRF9I

Related Blog Posts

• How AI Powers Real-Time Marketing Personalization

• Finding Your Brand Voice: Humanizing AI‑Generated Content

• Community Building in the AI Age: Maintaining a Human Touch in Automated Marketing

• AI Audience Segmentation: Step-by-Step Playbook