By: Gil Rosen

AI has moved from the back office to the front line. What began as automation for operations is now shaping the very soul of customer experience. We’re not just building smarter systems – we’re entering an agentic era, where digital agents become brand ambassadors, not bots.

And here’s the catch: if marketing doesn’t own this moment, IT will.

From Automation to Emotion

Customers are no longer surprised to meet AI – they’re judging how it makes them feel. Amdocs research shows that more than 70% of consumers now expect AI interactions to reflect empathy and brand tone, not just efficiency. The question isn’t whether AI can respond – it’s whether it can relate.

Think of it like music: the algorithms are the instruments, but only marketing can compose the song. Without emotional orchestration, AI interactions become robotic noise instead of brand harmony.

The Rise of Personality Engineering

This is where personality engineering comes in – the art and science of coding empathy, tone, and brand values into AI. Every AI agent should carry your company’s DNA: its vocabulary, its cultural sensitivity, its moral compass. That’s not a technical exercise; it’s a marketing discipline. Just as you wouldn’t outsource your brand film’s script to the IT department, you shouldn’t outsource your brand’s voice in AI.

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Etiya is providing CX-focused, AI-driven Digital Transformation with its award-winning product portfolio, and disruptive BSS solutions for Digital Brands from launch to evolution.

The company has been recognized in the 2025 Gartner® Magic Quadrant™ and Critical Capabilities Report for AI in CSP Customer and Business Operations.

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In this next evolution, Personality Engineering becomes the bridge between technology and trust. It’s about teaching AI agents not only what to say, but how to say it — with the same authenticity, nuance, and cultural sensitivity that a human representative would bring to a conversation. In the agentic era, technology fades into the background, and the experience itself becomes the brand. Personality Engineering ensures that every digital interaction — every tone, pause, and phrase — feels unmistakably “you.” It’s empathy, encoded.

Why Marketing Must Be in the Driver’s Seat

AI is fast becoming the first point of contact with your brand – the first voice customers hear, the first impression they form. That’s no longer a customer service decision; it’s a brand-defining one. If marketing doesn’t shape these interactions, they risk being tone-deaf. The result? A polite, efficient, utterly forgettable agent—one that could belong to any brand, or worse, your competitor.

Marketers are uniquely equipped for this challenge because we understand context, culture, and emotion. We know when humor delights and when it offends. We can translate a product’s value into a feeling. That’s what will make the next generation of AI not just useful, but humanly relevant.