AI Meets Authenticity: How to Humanize E-Commerce Marketing in 2025
As the buzz around artificial intelligence and automation continues to dominate, we’re at a crossroads in e-commerce marketing. The shopping (including digital) experience is all about making people feel seen. Technology offers unmatched efficiency and scalability, but it doesn’t replace that one essential element: the human touch. The future of e-commerce is about finding the balance — leveraging the power of AI without losing sight of what makes marketing effective: creativity, empathy and personalization. Here’s where I see that balance landing in 2025.
Where Bots Fall Short: Don’t Ditch Real Support
Automated recommendations won’t cut it; personalization must feel genuine and customer-focused. Consumers are bombarded with messaging, so the messages that resonate are those that feel directly relevant to them. A tailored offer, a customized product suggestion, or even proactive customer support can make a world of difference. However, personalization isn’t just about algorithms or user data; it’s also about customer service.
In e-commerce, frictionless experiences are the goal. But when things go awry, having a real person ready to help — someone who can respond with understanding and flexibility — becomes crucial. Chatbots have their place, but if you’ve ever interacted with one that couldn’t answer a basic question, you know the frustration they can cause. In 2025, the brands that win will be those that make their customer interactions feel truly personal, combining data insights with a human touch at every step of the customer journey.
From Keywords to Conversations: Your New SEO Strategy
We’ve reached a point where optimizing for search engines alone isn’t enough. People aren’t just typing keywords — they’re talking to their devices. Voice search has skyrocketed across platforms, and it’s evolving how people find products. Google isn’t the only game in town anymore; people are using voice commands on Amazon.com, Instagram, and TikTok to search and shop.
This shift means e-commerce brands must rethink how they approach search engine optimization in 2025. It’s about understanding how people speak, what questions they’re likely to ask, and how they naturally express their needs. As you plan your digital marketing strategy, consider how to make your products discoverable across voice search, not only optimizing for keywords but for conversational, human language. As AI tools continue to advance, it’s easy to get wrapped up in automation, but the most successful strategies will integrate a nuanced understanding of human behavior.
Tap Into Real Influence, Through Real People
Influencer marketing continues to evolve, and in 2025, authenticity will take the lead. It’s no longer about follower counts or picture-perfect posts; it’s about genuine engagement and relatability. The influencers that will truly connect with audiences are the ones who foster real connections, who interact thoughtfully with their followers, and who don’t hide behind filters or AI-polished images.
For brands, this means shifting focus from paid influencers with massive followings to real people who engage meaningfully with their audience. A deeper look at the comment section tells the story: Are followers responding positively? Are they genuinely interested in the product? More importantly, does the influencer interact back? True influence isn’t about image or numbers; it’s about impact. In 2025, the winning strategies will rely on finding ambassadors who reflect real, human connections, steering clear of AI-generated personas and focusing on what resonates most: authenticity.
Embrace Technology, But Don’t Forget Humanity
AI is here to stay, and it brings invaluable tools to e-commerce. The most successful brands in 2025 will be those that use technology to enhance — not replace — the human experience. As we forge ahead, remember that the real advantage lies in combining the best of both worlds. The future of e-commerce is as much about the people behind the screens as it is about the algorithms driving the data.
Ben Hordell is a partner at DXagency, a full-service digital marketing agency.
Benjamin Hordell is a partner at DXagency where he applies his expertise in marketing to build a firm that focused on consumer engagement and created programs for clients that focused on that one-to-one relationship. Over the last 15 years at DX, Benjamin specializes in engagement strategies, creative ideation and consulting companies on how to most effectively invest their marketing dollars. Ben began his career at Everfine Records where he oversaw grassroots, lifestyle and youth culture marketing. Ben graduated cum laude from Miami University with a B.S. in Management and Marketing.
