The Creativity Gap: Measuring Human-Centered Marketing

As AI scales marketing with speed and precision, brands face a critical question: How do we preserve and measure the human elements that drive connection and trust? This session explores why emotionally driven campaigns consistently outperform purely data-optimized ones, drawing on fresh research and real-world case studies. You’ll leave with a practical approach to identifying human-centered signals, measuring their impact with rigor, and making the internal case for the kind of creativity AI can’t manufacture.

Key Takeaways

1. Spot the signals that separate connection from noise. A clear method for identifying emotion, storytelling and cultural relevance in campaigns, and recognizing where they’re missing.
2. Measure what matters beyond the click. Frameworks and metrics for quantifying brand recall, emotional resonance and long-term brand equity in ways that hold up to scrutiny.
3. Get the AI-and-human balance right. How to use automation for efficiency without flattening the creative work that drives both short-term performance and long-term growth.

Agenda

12 p.m. Introductions
12:05 p.m. Presentation begins
12:45 p.m. Q&A begins
1 p.m. Workshop concludes

NOTE: This workshop is virtual and will be recorded. Notetakers are prohibited.

Our Speaker

Jaideep Deshpande
Executive Director Marketing Strategy & Enterprise Growth
University of Illinois Chicago, College of Dentistry

In his role at the University of Illinois Chicago College of Dentistry, Jaideep Deshpande leads strategic planning, digital marketing and program management. With more than 18 years of experience across organizations such as Blue Cross Blue Shield, GE Healthcare and Baxter, his work sits at the intersection of strategy, marketing and execution. Jaideep is a frequent speaker at national conferences, including Becker’s Healthcare and CMO leadership summits, where he shares insights on AI, brand strategy and building human-centered, data-driven marketing organizations.

View Jaideep’s LinkedIn

Sponsors