How Brands Can Use Data to Bridge the Gap Between Human and Machine

They can learn a lesson from digital agencies

Give our readers an inside look at your brand's marketing approach by joining the Adweek Columnist Network. If you're a VP or above, submit your pitch.

It may seem counterintuitive that, in order to make a more human connection with consumers, we’ve found ourselves using machines to be less machine-like. However, in order to remain human-centered amid today’s plethora of technologies and platforms, digital agencies need to teach brands how to utilize data to be more human: to behave more like people, to respond to human behavior and to build real relationships with their customers.