Are we heading toward a future where brands matter less or more?

Summary

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Podcast Summary:

MarTech Podcast™ // Marketing + Technology = Business Growth
Episode: Are we heading toward a future where brands matter less or more?
Host: Benjamin Shapiro
Guest: Amanda Cole, CMO of Bloomreach
Date: June 26, 2026

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Episode Overview

This episode explores the evolving role of brands in an increasingly technology-driven world. Host Benjamin Shapiro and guest Amanda Cole (CMO of Bloomreach) debate whether brands will become more or less significant as AI technology advances. They focus on the enduring importance of human connection, emotion, and authentic relationships within marketing—even as technology becomes more ubiquitous and standardized.

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Key Discussion Points

The Increased Value of Human Skills in the Age of AI

[02:25 – 02:56]

• Host Question: Benjamin Shapiro asks, "What's the most human skill that becomes more valuable as AI gets better?"
• Amanda Cole’s Insight:
  • Emotional intelligence and genuine human connection remain irreplaceable.
  • Truly understanding “unsaid underlying fears and motivators” will be the future’s super skill for marketers.
  • The ability to connect with people on an emotional level is central to influencing change and consumer behavior.

Amanda Cole [02:29]:
"It is emotion and human connection and ... understanding the unsaid underlying fears. Motivators, the things that have been core to marketing and marketing strategy for a really long time. Genuinely understanding at a human emotional level what motivates someone to do something and make a change—that is going to be the super skill for marketers in the future."

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Technology Becomes a Commodity, Human Relationships Become the Differentiator

[03:47 – 03:57]

• Amanda predicts that technology will become so similar across brands, it will be increasingly difficult to differentiate on product features alone.
• Trust, authenticity, and the quality of human relationships will become primary differentiators.

Amanda Cole [03:47]:
"I think technology is going to become very, very, very similar. I think it'll be harder to differentiate, so it will come down to the relationships of the people at those companies."

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The Enduring Power of Human Presentation

[03:00 – 03:47]

• Shapiro draws a colorful parallel to the musical "Chicago," referencing the need to "give them the old razzle dazzle"—emphasizing the importance of showmanship, humanity, and entertainment in modern marketing.
• He concludes: No matter how advanced technology becomes, a brand’s ability to authentically communicate and evoke emotion will define its value in the marketplace.

Benjamin Shapiro [03:01]:
"You have to be able to present yourself as a human and be entertaining and be engaging because everything is human karaoke. That's what all marketers are going to become, right? ... if you can't have human emotion and communicate what you're doing, none of that is going to carry over."

Benjamin Shapiro [03:45]:
"What makes brands actually identifiable and unique and valuable today is the human connection. So give them the old razzle dazzle."

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Notable Quotes

• Amanda Cole [02:29]:
  "Genuinely understanding at a human emotional level what motivates someone to do something and make a change—that is going to be the super skill for marketers in the future."

• Benjamin Shapiro [03:01]:
  "Everything is human karaoke ... if you can't have human emotion and communicate what you're doing, none of that is going to carry over."

• Amanda Cole [03:47]:
  "It'll be harder to differentiate, so it will come down to the relationships of the people at those companies."

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Memorable Moments & Segment Timestamps

• [02:25]: The question about the most “human” skill in an AI-driven future frames the episode’s core debate.
• [03:00]: Shapiro’s “Chicago” and "razzle dazzle" analogy, bringing humor and colorful imagery to the discussion.
• [03:47]: Amanda’s assertion that relationships, not technology, will soon define brand value.

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Takeaway

As AI and technology become ever more capable and homogeneous, brands must double down on authentic human connection, emotional intelligence, and the art of storytelling. Brands that rely solely on technological advancements risk blending into the crowd, while those who "give them the old razzle dazzle" through true human engagement will remain distinctive and valuable.

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Transcript

[Podcast Announcer]

The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com.

[Benjamin Shapiro]

From advertising to software as a service to data across all of our programs and clients, we've seen a 55 to 65% open rate. Getting brands authentically integrated into content performs better than TV advertising. Typical lifespan of an article is about 24 to 36 hours. We're reaching out to the right person with the right message and a clear call to action. Then it's just a matter of timing.

[Podcast Announcer]

Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world class marketers that used technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

[Shift Paradigm Sponsor]

Today's interview is brought to you by Shift Paradigm Marketing today is buried in complexity. You've got the tech, you've got the tools, but moving the needle feels harder than ever. And the last thing us marketers need is another consultant pitching digital transformation. Enter Shift Paradigm Shift is an integrated team of experts who help enterprise brands turn complexity into traction. Their work is insight led and strategically grounded, designed not to sell you a service or a piece of tech, but to actually solve real business challenges. What makes them different? Well, they're AI enabled but not AI dependent. They're human first, but plugged into the latest tools and models and the moments those models need to go through to prove themselves. They get techy without losing sight of the real person behind every click. And they don't just hand you a deck, they build the blueprints and stay to develop, deploy and run the engine. Growth isn't one size fits all. So stop settling for strategies that collect dust and start working with the team that actually builds for you. Visit ShiftParadigm.com to see how they can help you connect meaningfully with your audience. That's ShiftParadigm.com what's the most human skill

[Benjamin Shapiro]

that becomes more valuable as AI gets better?

[Amanda Cole]

We we talk about this a lot like it's it is emotion and human connection and really like understanding the unsaid underlying fears. Motivators, the things that have been core to marketing and marketing strategy for a really long time. Genuinely understanding at a human emotional level what motivates someone to do something and make a change. That that is going to be the super skill for marketers in the future.

[Benjamin Shapiro]

Do you remember the movie or it used to be a play. Chicago.

[Amanda Cole]

Yeah.

[Benjamin Shapiro]

Okay. The song goes, give them the old razzle dazzle. That's it, right? Like, you have to be able to present yourself as a human and be entertaining and be engaging because everything is human karaoke. That's what all marketers are going to become, right? We're just marionettes on a string where we sing and dance. Maybe I'm just conflating my experience as a podcast host, but, like, if you can't have human emotion and communicate what you're doing, none of that is going to carry over. And I think that what makes brands actually identifiable and unique and valuable today is the human connection. So give them the old razzle dazzle.

[Amanda Cole]

I agree. And I think from a technology perspective, I think technology is going to become very, very, very similar. I think it'll be harder to differentiate, so it will come down to the relationships of the people at those companies.

[Benjamin Shapiro]

I 100% agree. All right, and that wraps up this episode of the Martech podcast. Thanks to Amanda Cole, the CMO of Bloomreach, for joining us.

[Shift Paradigm Sponsor]

A special thanks to Shift Paradigm for sponsoring this podcast. Shift is an integrated team of experts who help enterprise brands bridge the gap between strategy, data, human first, AI enabled, and execution led. They build the blueprints, then stay to develop, deploy, and run the engine you need. So stop settling for decks that collect dust and start working with a team that actually builds for you. Visit ShiftParadigm.com to see how they can help you connect meaningfully with your audience.

[Benjamin Shapiro]

If you'd like to contact Amanda, you can find a link to her LinkedIn profile in our show notes or on martechpod.com or you can visit her company's website, which is bloomreach.com if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube and we'll be back in your feed next week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

[Amanda Cole]

Foreign.

[Podcast Announcer]

Thanks for listening to the Martech podcast and I hear everything. Production Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything.com.