Moderate Technology – Less Is More in the AI Era Too
When meeting founders of ventures and startups to discuss marketing technology strategy, the first question is always the same: “What should we start with? When is the right time to adopt it?” But there’s a more important question to ask first — what is the right level of technology for my business?
What Is Marketing: The Distance Between Producer and Consumer
Marketing emerged as the temporal and spatial distance between producers and consumers grew. In the era when people could directly commission a local craftsman, marketing wasn’t necessary. Mass production, distribution channels, and the internet expanded that distance — and with it, the need for marketing technology to bridge it. This is precisely why GA4 includes AI-powered content (Content) functionality. Too much is as bad as too little — Confucius’s principle of “excess and deficiency are alike” applies equally to marketing.
What Is Moderate Technology?
Moderate Technology means the right level of technology to connect a business and its customers honestly and authentically. It’s not “let’s adopt all the latest technology” — it’s “let’s deliver maximum authenticity through minimum technology at the touchpoints that genuinely matter to our customers.”
- Step 1: Clarify business goals → define marketing’s role
- Step 2: Map the customer journey → identify where technology is actually needed
- Step 3: Select the minimum required tools → start free/low-cost, validate, then expand
Moderate Technology in the 2025 AI Era
In 2025, AI has been added to the definition of “moderate technology” — but the same principle applies. Mass-producing content with ChatGPT and blasting it across every channel is just another form of spamming. Use AI, but use it in ways that deliver genuine value to customers.
- Refine customer segments with AI, but keep messages authentic
- Use AI for content generation, but maintain your brand’s unique voice
- Automate, but don’t let customers lose the sense that they’re communicating with a person