How to Use AI Without Losing the Humanity | CMA Podcast

About this Episode

Featured Guest: Darren Smith

In this episode of The CustomerX Files, Alison sits down with Darren Smith, CTO at Point of Reference, for a candid, behind-the-scenes look at how AI is reshaping the world of Customer Advocacy and Customer Marketing. This conversation is packed with practical, real-world insights. Darren shares powerful ways AI can elevate your day-to-day work.

Artificial intelligence is no longer a distant concept or futuristic tool — it’s becoming embedded into everyday workflows, customer interactions, and marketing strategies. Yet with its rapid adoption comes a real concern: how do we integrate AI in ways that enhance our work instead of diluting the empathy, nuance, and authenticity that only humans can bring? In this episode, Darren and Alison unpack this complex balance, walking through both the opportunities and the guardrails necessary for success.

Darren brings a unique perspective as a technology leader deeply embedded in the technical evolution of customer advocacy. He and Alison unpack how AI is currently being used behind the scenes to accelerate processes — from data retrieval and analytics to personalization and predictive insights — and they emphasize that AI’s true value lies not in replacing humans, but in augmenting the work humans already do best.

AI can Enhance Customer Advocacy Efforts

Throughout the episode, Darren and Alison emphasize a simple but powerful principle: AI should be treated as a tool — not a replacement — for what humans do best. They explore how customer marketers and advocacy leaders can use AI to enhance program outcomes without losing sight of the personal relationships that drive long-term engagement and loyalty.

Listeners will find real-world examples of where AI can be applied thoughtfully and where caution is warranted. Darren discusses how AI can support teams by:

• Streamlining workflow efficiencies — such as summarizing customer feedback, generating first drafts of content, or analyzing trends from large datasets — so humans can focus on higher-value activities.
• Enabling better prioritization — freeing up time from repetitive tasks and helping teams spend more energy on building authentic connections with advocates and customers.
• Improving decision-making with data — turning raw customer data into insights that inform strategy while still requiring human interpretation and emotional intelligence.

But this episode doesn’t just focus on the “what” it also digs into the “how.” Darren offers thoughtful guidance on questions like:

• Where should AI fit into your team’s workflow?
• How do you maintain your brand’s voice, tone, and human authenticity when adopting AI tools?
• What are the ethical considerations of using AI with customers and advocates?

By sharing actionable examples and thoughtful frameworks, Darren helps demystify the role of AI in customer advocacy and marketing while reinforcing that human intuition, empathy, and relationship building remain irreplaceable.

Whether you’re just beginning to explore AI tools, or you’re already integrating them into your day-to-day operations, this episode will expand your thinking and equip you with strategies to use AI responsibly and effectively — without losing the humanity that makes your customer programs meaningful and impactful.

Listen now to gain practical insights on how to strike the right balance between intelligent automation and human connection — and discover how AI can be a strategic enabler, not a substitute, in your customer engagement journey.