There’s a certain kind of ad that makes you pause—not because it’s good, but because it’s so far off you wonder who greenlit it.

You know the ones:

• A “funny” meme ad from a law firm that handles wrongful death cases.
• A high-end skincare brand dropping Gen Z slang like they’re on TikTok… when their average customer is 42 and on Facebook.
• A gym ad targeting new moms—with “no excuses” messaging. (Oof.)

It’s painfully obvious: they don’t know their audience.

And in a time where AI can auto-generate your headlines, adjust your bids, and even spit out landing page copy, it’s more tempting than ever to hand over the reins and let the machines do it all.

But here’s the truth: AI is a tool. Not a strategy.

And it definitely can’t replace understanding the real people you’re trying to reach.

Intent > Demographics

If you’re still building audiences around “Females, age 25–45,” you’re playing yourself.

That tells me nothing about where she’s at in her life.

She could be a new mom looking for meal delivery or a career-focused woman planning her next international trip.

Same demo.

Totally different needs.

Intent is what matters.
What is she searching for?
What pain point is she trying to solve right now?
What does she actually care about?

That’s how you show up with relevance.

Timing Is Everything

One of my favorite fails?
Getting retargeted for something I already bought. For three weeks straight.

Ma’am, I’m literally wearing the shoes. Please stop.

Great marketing isn’t just about being there.
It’s about being there at the right moment—when your audience is searching, comparing, or ready to act.

AI can help find those signals.
But you still need to understand what moments actually matter to your customer.

Don’t Talk to Everyone Like They’re the Same Person

Not every brand needs to sound like Wendy’s Twitter.
And not every audience wants quirky.

If your tone doesn’t match your customer’s world, it’s going to feel weird.

Talk to people like you get them—because if your copy reads like a brand trying to “go viral” instead of solve a problem, they’ll bounce. And honestly, I would too.

Stop the “Spray and Pray”

If your campaign is showing ads for $300 designer shoes to people watching “How to get out of credit card debt” videos… that’s not targeting. That’s wishful thinking.

Relevance is performance.
The brands that win? They know what matters to their audience before launching the campaign.

Where AI Actually Helps

Here’s the good news: AI can help you scale the things that work.
You can build faster, test more, automate the repetitive stuff.
Use it to dig into audience behavior, search trends, and creative variations.

But strategy? Positioning? Emotional intelligence?
That’s still on you.

AI doesn’t know your audience had a rough week and just needs someone to say “We’ve got you.”

You do.

Real Talk

People don’t convert because your ad looks cool.
They convert because they feel like you get them.

And no matter how “smart” our tools get, campaigns that connect will always outperform campaigns that just optimize.

Before you turn on that next “conversion-focused” campaign, ask:

• Do I actually know who I’m talking to?
• Does this ad meet them where they are?
• Would I click on this?

Because clicks are great—but connection is what builds brands.

Want more real talk like this? Subscribe to the newsletter, drop your email, or hit me up on LinkedIn. Let’s keep the conversation going.