Using AI to Build Deeper Connections With Prospects

Jason Moss
Apr 16
2 min read

How Smart Tools Are Helping Marketers Understand People, Not Just Profiles

Summary: AI isn’t just a productivity tool—it’s a connection tool. Explore how to use AI-driven insights to understand audience behavior and tailor your messaging for maximum impact.

What’s the real role of AI in marketing today?

While many see artificial intelligence as a time-saving engine or a copy-pasting machine on steroids, its most powerful function is still underappreciated: emotional accuracy. Used correctly, AI doesn’t just automate—it personalizes. It helps marketers spot trends, understand buyer motivation, and speak to customers in a voice that resonates. That means better audience segmentation, smarter campaigns, and ultimately, more meaningful conversations.

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How does AI help with customer understanding?

Modern AI systems are built to parse vast datasets, from CRM logs to online behavior. Using machine learning algorithms, they analyze preferences, anticipate questions, and identify friction points before a human ever hits “send.” That’s how platforms like Salesforce Einstein and HubSpot AI offer next-step suggestions tailored to each lead.

According to McKinsey & Company, 63% of companies using AI in marketing saw increased customer satisfaction. This is partly due to improved personalization capabilities and real-time analytics that allow brands to meet customers where they are emotionally and behaviorally.

What are some practical use cases?

Chatbots with EQ: AI-powered chatbots like PiyeAI don’t just answer questions—they qualify leads, pick up on buyer intent, and adapt their tone. They’re built to simulate rapport, not just redirect clicks.

Email optimization: Tools like Seventh Sense analyze behavioral data to determine the best time to send emails for each contact. Some brands have reported 50%+ increases in open rates just by letting AI handle scheduling.

Predictive content delivery: AI tracks what type of content each lead interacts with. It then recommends what to serve next—be it a product demo, testimonial video, or discount offer—tailored by stage of funnel.

What about ethical use of AI in personalizing outreach?

AI shouldn’t be creepy. Personalization becomes intrusive when data is collected without transparency. Experts like Dr. Kate Crawford warn that as algorithms become more accurate, so must our responsibility to use them with care. Brands should ensure their tools comply with GDPR and CCPA standards and maintain consent-based communication strategies.

According to Statista, 61% of marketers globally plan to increase their AI marketing budgets in 2025, highlighting the growing importance of AI-powered personalization.

How can teams get started?

Audit your data sources. You can’t personalize without clean, complete data.

Invest in training. AI is powerful, but only if your team knows how to ask the right questions.

Start with small experiments. A/B test AI-written emails or let AI score leads before going all-in.

Use tools that integrate seamlessly. Systems like Zapier, Clearbit, and Salesfully offer plug-and-play enhancements without the dev headaches.

AI won’t replace human relationships—it will help deepen them. The smartest marketers in 2025 will be the ones who use machines not to replace their instincts but to inform them.