This was during the early days of the Internet, as adoption was rapidly growing. At the time, Amazon was still far from what we know today—it was primarily an online bookstore competing with Barnes & Noble, Borders, and independent bookstores across the country. There was no streaming yet, and Netflix was mailing DVDs to subscribers through the postal service.
During this time, online media and digital content were beginning to challenge traditional media. Both Barnes & Noble and Amazon were racing to make ebooks mainstream, and many believed that “the book is dead” and would soon be replaced entirely by digital formats. But as we now know, the book isn’t dead. The world has changed dramatically, yet it wasn’t a binary choice—both print and digital found their place.
The “book is dead” debate from the early days of ebooks feels a lot like today’s conversation around AI and the fear that it will eliminate humanistic marketing—the focus on empathy, authenticity, and meaningful connection with prospects and customers.
But just like with books, this isn’t a binary choice. It’s not about replacing the human element; it’s about enhancing it.
AI has the potential to remove much of the manual, time-consuming grunt work that keeps marketers from focusing on the creative and strategic parts of campaign development. Instead of spending cycles pulling lists or stitching together data, marketers can focus on how to create more personalized, relevant experiences that actually resonate.
AI will only get better at delivering this kind of personalization at scale—helping identify when and how a person wants to be engaged. Buyers often want the space to explore solutions on their own terms, with easy ways to learn and self-educate. They want the freedom to raise their hand when they’re ready for human interaction—not be bombarded prematurely.
In fact, there are times when people may prefer to engage with an AI agent over a junior rep just out of college, reading from a script and focused solely on booking meetings. A well-designed AI can provide quick, informed answers and guide the conversation in a way that feels more relevant, not less.
That said, the shift toward AI-powered engagement won’t come without its downsides. There will be missteps—moments where automation feels cold, generic, or out of sync with what the buyer actually needs. This makes it even more important for marketers to design a thoughtful customer lifecycle that intentionally balances AI-driven interactions with real human engagement. The challenge (and opportunity) is knowing when to let AI handle the conversation—and when to step in with a human touch that builds trust and deepens connection.
OK, I’m done—off to my couch to read a book (I’ll let you guess whether it’s an ebook, paperback, or audiobook).
