Marketing with "Human Soul" in an Age of AI

"Humanization" in B2B marketing. It’s a term that, as you've likely felt, is teetering on the edge of becoming a hollow buzzword.

And yet, the sentiment behind it has never been more critical. We are all navigating a "sea of B2B sameness," an endless feed of cookie-cutter content increasingly "fueled by AI."

So, what actually breaks through the "slop"?

As proud sponsors of the Finite Podcast, we at Clarity were captivated by a recent episode that answered this question head-on. The guest was Deema Tamimi, VP Marketing at The Brief, who argues that what B2B customers now crave isn't just surface-level humanization—it’s "human soul, artistry, and love."

Deema recently led a rebrand "fueled with humanity," and her insights provide a clear-cut strategy for reclaiming the essence of marketing. Here are our key takeaways.

1. Refocus on "Artistry," Not Just Mechanics

For the past decade, marketers have been pushed to operate like an "analytics department." Deema notes the burnout from the "growth hacking" era, where we’ve been drowning in "a thousand tabs" and the mechanics of the job.

This is where AI’s true value lies. It’s not a content generator; it's a "co-creator" that can finally liberate us from the "mechanical part" of the job.

The danger isn't AI; it's "AI slop"—the unedited, unthinking, soulless content generated without human oversight. By letting AI handle the drudgery, marketers are freed to refocus on the high-level strategy, the creative spark, and the "pure artistry" that no algorithm can replicate.

2. Move from 'Team Photos' to True Trust

Your prompt said it best: customers want more than just "photos of your team on your 'About Us' page." In what Deema calls the "wild west" of AI, where faceless companies can "spin up and then disappear," buyers are deeply skeptical.

Surface-level humanization (like a stock team photo) is no longer enough. We need to go "back to the future" with real, analog trust signals.

This means showing the real people behind the brand: "real faces on video," active and authentic LinkedIn profiles for your leadership, and third-party validation from real press. This isn't just a picture of a human; it's proof of humanity. It’s the most potent antidote to the anonymous digital landscape.

3. Inject "Human Soul" to Beat B2B Sameness

When Deema’s team at The Brief audited the AI and tech landscape, they found a sea of "robotic," "cut-and-paste," "no-brand brands."

Their solution was to do the complete opposite.

For their rebrand, they drew inspiration from the "golden age of advertising"—an era defined by print, craft, warmth, and an "organic feel." They made a conscious choice to infuse their brand with a "uniquely human sense of soul."

This is the ultimate lesson. In an industry rushing toward automation, your greatest differentiator isn't your tech stack; it’s your humanity. It’s the "love" and "artistry" you pour into your brand, which stands in stark contrast to the "ones and zeros" all around it.

Deema’s energizing message is that AI doesn't have to be the end of creative marketing. It can be the catalyst for its rebirth, pushing us all to create work that is more thoughtful, more soulful, and more undeniably human than ever before.

You can listen to the full, inspiring conversation with Deema Tamimi on the FINITE Podcast.