Human Skills Power Real-World Marketing in the AI Era

As marketing teams adapt to tighter privacy regulations, the decline of traditional ad tracking, and the rise of social commerce, the profession is navigating a period of rapid transformation. Generative AI, automation, and data-driven personalization are reshaping how brands communicate and compete. Amid these shifts, marketers and educators alike are reexamining the skills and values that define success in real-world marketing in the AI era.

How can the next generation of marketers thrive in a world driven by automation, yet defined by human connection?

Wes Durow, the Associate Professor of Marketing at UT Dallas, joins host Ben Thomas on Experts Talk to share how digital-native marketers can stand out in an AI-enabled environment. Drawing on decades of experience across brand management, corporate strategy, and academia, Wes outlines the communication skills, strategic clarity, and emotional intelligence that will continue to set exceptional marketers apart.

Key Takeaways

• Lead with Human Skills in a Digital World – Communication, teamwork, and curiosity remain essential differentiators. Marketers who articulate ideas clearly, collaborate across disciplines, and think critically in real time are best equipped to succeed.

• Creativity Works Best When It’s Clear – Technology can enhance creative output, but clarity and focus elevate the message. Simplicity and storytelling make marketing more memorable and effective.

• Stay Anchored to Purpose and Strategy – In an environment of constant information, purpose provides direction. Aligning creative initiatives with organizational strategy ensures marketing drives meaningful results.

• Trust and Authenticity Build Lasting Brands – Authenticity and community engagement strengthen loyalty. Brands that communicate transparently and stay true to their identity outperform those chasing trends.

• Understand the Customer Journey End-to-End – The strongest marketers view the customer experience holistically. Connecting every stage of the journey to business outcomes bridges theory and practice—the foundation of real-world marketing.

Wes Durow is the Associate Professor of Marketing at UT Dallas, bridging academic insight with boardroom experience to prepare students for leadership in real-world marketing. A three-time Chief Marketing Officer recognized as an OnCon Top 10 Global Marketer and Sports Business Journal Power Player, he has led global brand and growth strategies for technology and communications firms, including Extreme Networks, Mitel, and Avaya. Earlier in his career, he guided brand strategy for American Airlines, Pace Picante Sauce, and Dial, building deep expertise in customer insight, innovation, and storytelling that drives business results.

Article by Sonia Gossai