The Human Touch in the Age of AI-Powered Marketing
- The Marketer
- Jun 17
- 2 min read
New Berkeley Communications Report Reveals Australia’s Edge in Emotionally Intelligent Marketing
Berkeley Communications has revealed new global insights into how senior marketers are navigating the AI era – and in Australia, it’s clear: automation is rising, but so is investment in creativity.
According to data from The Human Touch in the Age of AI, conducted by Arlington Research, 90% of Australian marketing leaders say AI’s role in their communications will increase this year, while 74% expect their budgets to grow – even as AI delivers greater speed and efficiency.
Why? Because in 2025, the most powerful marketing doesn’t just use AI – it humanises it.
“Berkeley Communications is at the intersection of human developed storytelling and AI supported content acceleration,”
said Povel Torudd, Managing Director, Berkeley Communications APAC & Australia.
"Our agency legacy is built on a storytelling foundation and now we’re helping brands harness the power of AI tools without losing the human creativity, empathy and nuance that drives true connection. The smartest marketers in Australia are embracing this balance – and investing in both."
Conducted by global research agency Arlington Research, the study surveyed 950 senior marketing and communications decision-makers across Australia, Singapore, Europe and the Americas. The findings show Australia leading globally in emotionally intelligent marketing strategy.
“This isn’t about hype – it’s about smarter marketing,”
said Rachel Carter, Head of Research at Arlington Research.
“Australia’s leaders are investing more, not just in tech, but in the human capability to use it meaningfully. They’re also leaning heavily on research to ensure messages land with the right emotional tone and business impact.”
That focus on connection is reflected in the numbers: 47% of Australian marketing leaders have made understanding and integrating AI their top campaign priority, showing strong intent to use it not just for speed, but for strategic and creative impact. Marketers also identified corporate storytelling and short-form video as under-utilised opportunities with rich growth potential in 2025.
Across the broader APAC region, AI enthusiasm is also high – 91% of Singaporean marketers expect budget growth, with 89% predicting increased AI use – but Australia stands out for how it’s blending technology with emotional intelligence.
About Berkeley Communications
Berkeley Communications Group is a global PR and communications firm that collaborates with ambitious and transformative B2B companies to craft compelling branding and messaging solutions.
About Arlington Research
Arlington Research are a senior-led insight partner trusted by global brands, agencies, and organisations to deliver intelligent, credible research that drives decisions and tells compelling stories.
