In the fast-paced world of marketing, many UK marketers are struggling to find the right balance between technology and human creativity. A third (30%) of marketers say their organization is finding it tough to manage this balance, as they face the increasing pressure to produce more with less.
According to the “Optimize Everything” report from Optimizely, which surveyed 100 marketers and 1,000 consumers in the UK, there’s a noticeable disconnect between how brands are using technology in their campaigns and how consumers are actually responding to it. While 78% of marketers plan to use more automated content in upcoming campaigns, over half of consumers (57%) feel that this content comes across as “impersonal” and “repetitive.” More than half (56%) also believe brands rely too heavily on automation and fail to provide truly personalized experiences.
It’s clear that marketers are aware of these issues. Around 24% admit that automated decisions are often made without enough human oversight, which can lead to inconsistencies. Another 16% say the output doesn’t align with their brand’s voice, suggesting that while technology can help, it still requires a human touch to ensure consistency and authenticity.
Consumer expectations for personalized experiences have never been higher. In fact, 84% of marketers agree that customers now demand more tailored campaigns. While progress is being made—62% of consumers say website experiences feel personalized, and 60% feel the same about emails—other channels are still falling short. Less than half of consumers rate personalization in chat interactions and online ads as “good” or “excellent,” with 16% rating online ads as “poor” or “terrible.”
However, there’s still hope. Nearly half (46%) of consumers say they would welcome more automation, provided it results in more relevant and personalized content. The key issue isn’t the technology itself, but how it’s being used. Marketers need to focus on getting it right.
Right now, only 24% of marketers have a fully integrated system that connects all their tools effectively. But the good news is that 20% are actively working to improve their systems. And 41% of marketers see better integration of their tools as the biggest opportunity for improvement this year. More than half (53%) want a unified platform that connects content, personalization, and testing to create better results.
Optimizely’s report suggests that when technology is used correctly, it can help marketers create more personalized and engaging experiences that feel authentic. As Tara Corey, SVP of Marketing at Optimizely, says, “Technology isn’t a magic fix.” It needs to be paired with thoughtful creative direction and ongoing experimentation. The brands that succeed are those blending technology with personalization and bold, data-driven strategies.
In short, technology has immense potential, but it needs to be implemented strategically to deliver the kind of personal and relevant experiences that consumers want. Marketers who get this right will be the ones who truly stand out.