At the Fortune Most Powerful Women Summit last Tuesday, marketing leaders discussed how they promote their brand to new customers while staying true to their historical purpose. AI is one of the tools they’re using most when it comes to appealing to younger generations who are seeking authenticity and personalization.

“A lot of us get the, ‘Oh no, [AI]’s coming for my job.’ You really have to get your teams, your employees to not just embrace [AI], but understand it,” said Lisa Caputo, executive vice president and chief marketing, communications, and customer experience officer at The Travelers Companies.

“We’re doing things on Twitch to attract younger customers. It’s very data-driven,” she said.

Marketing professionals are racing to keep up with evolving AI technology and understand how best to use it to reach their brands’ target demographics.

“When I was out on the West Coast, someone told me, ‘Forget what you know—learn this. And in a year, you’ll have to forget that and learn again,’” Caputo said. 

From GoFundMe to Whole Foods, brands say AI helps them 

AI tools are also helping marketers personalize how they reach consumers. For example, GoFundMe, a for-profit crowdfunding platform, is partnering with Sierra AI, a customer service AI assistant, to help users start a fundraiser. 

Stuart Isett/Fortune

“The headline of a fundraiser is often where people get stuck,” said Margaret Richardson, chief marketing and corporate affairs officer at GoFundMe. 

“Having AI support that process has helped users get their asks out much faster. It’s been a real game changer—but one that still preserves authenticity. The credibility and human dignity of someone telling their own story about what matters most to them remains the foundation of trust.”

Even with all of AI’s efficiencies, humans are still needed to guide AI in the right direction, the marketing execs said. 

“AI will get you to a B-minus really fast—but sometimes an F,” said Carolyn Sakstrup, executive vice president and chief growth and generosity officer at Thrivent. “You still have to be the person who makes sure it gets to an A.”

AI tools are also helping marketers beyond the digital world. 

“Our goal is to use AI as a way to help raise the bar on customer service throughout the store,” said Sonya Gafsi Oblisk, chief merchandising and marketing officer at Whole Foods.

“We have many use cases for AI—both for our team members and for customers,” said Gafsi Oblisk. “Our teams are using it to build more customer-friendly marketing tools and interfaces. We’ve always said we want to make grocery shopping faster, easier, and more affordable, and there are countless AI solutions helping customers find what they want online, build baskets more quickly, and get ideas and inspiration.”