Ostrich marketing might feel safe - but in the land of AI, it’s riskier than ever.

In They Ask, You Answer, Marcus Sheridan warns against burying our heads in the sand when faced with tough customer questions. Today, that lesson takes on new urgency. With AI reshaping how customers expect answers, fast, personalised, and ethical, ignoring the conversation isn’t just outdated, it’s dangerous.

In this article, I explore how marketers can move from ostrich to educator: embracing AI with transparency, closing skills gaps, and putting ethics at the heart of our strategies.

As consumer demand for tailored digital experiences grows, brands are leaning on AI and generative AI to deliver personalisation at scale. But the challenge isn’t just about technology—it’s about striking the right balance. While targeted promotions and generative AI content can drive engagement and sales, overpersonalisation risks crossing into intrusion. The future of marketing lies in creating experiences that are useful, transparent, and genuinely human.

The early campaigns of 2025 reveal a clear trend: consumers are no longer impressed by polished perfection, they’re looking for relatability and realness. From Brooke Shields’ “Commence” brand celebrating aging with authenticity, to Bumble’s witty collaboration with Amelia Dimoldenberg, to Doritos’ revived “Crash the Super Bowl” user-generated campaign, the most impactful strategies are those that connect with audiences on a human level.