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How AI Changes Your Customers: The Marketing Guide to Humanity's Next Chapter
The greatest disruption in the history of marketing isn’t coming for your job.
It’s coming for your customer.
Artificial intelligence is changing the way people think, feel, decide, and connect — in ways we’ve never seen before. Your next customer will be less patient, more trusting of machines, less loyal to brands, and possibly searching for meaning in new and unexpected places.
If you don’t understand these shifts, your marketing playbook will be obsolete.
In How AI Changes Your Customers , bestselling author and futurist Mark Schaefer takes you on a deep, human-centered journey through the new realities of consumer behavior in the age of AI. This is not a book about algorithms. It’s a book about people — and how to keep reaching them when everything about them is changing.
Through fresh research, vivid stories, and a marketer’s practical lens, you’ll explore how AI is reshaping core human
Deep Thinking – Why mental shortcuts are multiplying, and how to stand out in a world of shallow attention.
Empathy – How automation changes our capacity to care, and the surprising ways brands can still create emotional resonance.
Confidence and Agency – When decisions are outsourced to machines, how do you keep customers feeling in control?
Purpose and Meaning – Why AI is disrupting our “why” — and where your brand can help people rediscover it.
Connection and Belonging – Building community when human contact is harder to come by.
Decision Making – Understanding the new role of algorithms in every customer choice.
Quieter Signals – Finding the subtle cues and emotional undercurrents AI can’t see.
Key
Learn a proven framework — The Human Advantage Map — for keeping your marketing relevant as customer behavior evolves.
Discover how to position your brand as a beacon of humanity in a sea of automation.
Identify the invisible shifts in thinking, feeling, and choosing that your competitors will miss.
Get practical strategies for connecting with customers who are increasingly influenced by AI in their daily lives.
This is your guide to navigating the most profound customer transformation in modern history. Whether you’re a CMO, small business owner, strategist, or creative, How AI Changes Your Customers will help you lead with humanity — and win in a world where probability is not destiny.
It’s coming for your customer.
Artificial intelligence is changing the way people think, feel, decide, and connect — in ways we’ve never seen before. Your next customer will be less patient, more trusting of machines, less loyal to brands, and possibly searching for meaning in new and unexpected places.
If you don’t understand these shifts, your marketing playbook will be obsolete.
In How AI Changes Your Customers , bestselling author and futurist Mark Schaefer takes you on a deep, human-centered journey through the new realities of consumer behavior in the age of AI. This is not a book about algorithms. It’s a book about people — and how to keep reaching them when everything about them is changing.
Through fresh research, vivid stories, and a marketer’s practical lens, you’ll explore how AI is reshaping core human
Deep Thinking – Why mental shortcuts are multiplying, and how to stand out in a world of shallow attention.
Empathy – How automation changes our capacity to care, and the surprising ways brands can still create emotional resonance.
Confidence and Agency – When decisions are outsourced to machines, how do you keep customers feeling in control?
Purpose and Meaning – Why AI is disrupting our “why” — and where your brand can help people rediscover it.
Connection and Belonging – Building community when human contact is harder to come by.
Decision Making – Understanding the new role of algorithms in every customer choice.
Quieter Signals – Finding the subtle cues and emotional undercurrents AI can’t see.
Key
Learn a proven framework — The Human Advantage Map — for keeping your marketing relevant as customer behavior evolves.
Discover how to position your brand as a beacon of humanity in a sea of automation.
Identify the invisible shifts in thinking, feeling, and choosing that your competitors will miss.
Get practical strategies for connecting with customers who are increasingly influenced by AI in their daily lives.
This is your guide to navigating the most profound customer transformation in modern history. Whether you’re a CMO, small business owner, strategist, or creative, How AI Changes Your Customers will help you lead with humanity — and win in a world where probability is not destiny.
150 pages, Hardcover
Published September 10, 2025
19 people are currently reading
6 people want to read
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Displaying 1 - 3 of 3 reviews
October 2, 2025
Mark Schaefer - one of my favorite marketing authors! Highly recommend.
A few quotes I highlighted:
"Most people won’t take the long and winding road to new knowledge. Why would they? They'll take the shortcut. But shortcuts don't create wisdom. They create the illusion of wisdom, which might be worse than ignorance."
"In Being Human in 2035, global experts predicted that our capacity for deep, critical thought will decline as AI becomes embedded in daily life."
"Using AI as a cognitive crutch can dull our ability to analyze, question, and invent -- skills essential to marketing strategy and creativity."
"AI will help us optimize. But only you can make something meaningful."
My only complaint was with the Kindle version: the font sizes were inconsistent, making reading distracting, and the spacing between paragraphs was double what they usually are.
A few quotes I highlighted:
"Most people won’t take the long and winding road to new knowledge. Why would they? They'll take the shortcut. But shortcuts don't create wisdom. They create the illusion of wisdom, which might be worse than ignorance."
"In Being Human in 2035, global experts predicted that our capacity for deep, critical thought will decline as AI becomes embedded in daily life."
"Using AI as a cognitive crutch can dull our ability to analyze, question, and invent -- skills essential to marketing strategy and creativity."
"AI will help us optimize. But only you can make something meaningful."
My only complaint was with the Kindle version: the font sizes were inconsistent, making reading distracting, and the spacing between paragraphs was double what they usually are.
November 2, 2025
Channeling my AI angst and giving me a path forward
Darn it, Mark, why are you inside my head again? This book is just what I needed to give words to the angst I've been feeling about the evolution of AI. I appreciate that not only is this based on very current studies and expert opinions, but also provides Mark's very human reflections on how to make sense of how AI has become a real part of our daily life. I literally finished this on my way to present at a conference and I now need to rewrite my entire session with insights from this book. Thanks, Mark, for yet another quotable and resource rich book. You are definitely still relevant in the post-ChatGPT world.
Darn it, Mark, why are you inside my head again? This book is just what I needed to give words to the angst I've been feeling about the evolution of AI. I appreciate that not only is this based on very current studies and expert opinions, but also provides Mark's very human reflections on how to make sense of how AI has become a real part of our daily life. I literally finished this on my way to present at a conference and I now need to rewrite my entire session with insights from this book. Thanks, Mark, for yet another quotable and resource rich book. You are definitely still relevant in the post-ChatGPT world.
October 15, 2025
This book is the marketing guide for the new era of AI.
Everyone’s hyped about what AI can do. But I think we need to stay sober while the rest of the world’s getting drunk on possibilities.
Mark talks about the dangers, what AI can’t do, and why that’s where our power still lies.
We can’t afford to put this off for “someday.” AI is moving fast, and this book helps us move forward wisely. The book is short, sharp, and surprisingly easy to finish in one sitting. Start by reading this book and take one small, intentional action. We are creating OUR future. Not AI’s
Everyone’s hyped about what AI can do. But I think we need to stay sober while the rest of the world’s getting drunk on possibilities.
Mark talks about the dangers, what AI can’t do, and why that’s where our power still lies.
We can’t afford to put this off for “someday.” AI is moving fast, and this book helps us move forward wisely. The book is short, sharp, and surprisingly easy to finish in one sitting. Start by reading this book and take one small, intentional action. We are creating OUR future. Not AI’s
Displaying 1 - 3 of 3 reviews