The Impact of AI on Brand Experiences in 2024

Jonny Davis, EVP, Brand Experience and Paddy Davis, EVP Brand Experience, 01.29.24

01.29.24 Jonny Davis, EVP, Brand Experience and Paddy Davis, EVP Brand Experience

Artificial intelligence (AI) will undoubtedly be a transformative force for marketers in the coming years, but how is it impacting brand experiences right now? At Allied, we're fully embracing this technology to create experiences that are more relevant and impactful than ever. This is how we see AI impacting experiential marketing in 2024.

1) Data Analysis and Customisation

AI's prowess in data analytics and customisation makes it a game-changer. Its ability to collate, understand, and translate large volumes of customer data means we gather actionable insights quicker than ever before, allowing us to pivot in real-time to maximize performance.

AI also holds great potential for understanding real-time emotions, allowing us to deliver content that more deeply resonates with customers. We've already seen the likes of Zenus adding real time analytics to live experiences this year. With these kinds of AI-powered tools, we can comprehend the immediate emotional state of individuals to create bespoke experiences that truly resonate.

2) Predictive Engagement

Understanding and predicting consumer behavior is crucial as audiences become increasingly engaged. At Allied, we're harnessing the power of AI to drive proactive experiential marketing. Our tools enable us to analyze vast amounts of data and identify patterns to anticipate consumer needs before they're even aware of them, letting us deliver more tailored solutions.

3) Immersive Technologies

The combination of AI with immersive technologies like augmented reality (AR) and virtual reality (VR) is set to create a whole new realm in experiential marketing, as exemplified by Apple's Vision Pro. With Apple's plans to integrate AR technology into their upcoming glasses, the product is set to revolutionize AR experiences. Traditional events will become immersive spectacles, fostering deeper emotional connections with the audience. Just as Apple seeks to embed itself seamlessly into consumers' lives with Vision Pro, brands should adopt the same ingenuity, propelling experiential marketing into uncharted territories in 2024.

The impact of AI on experiential marketing is far-reaching. However, the ultimate task lies in how we, as marketers, harness AI to tell brand stories in a more engaging and immersive way that will better culturally connect with our target audiences. Want to learn more about how we use AI to build campaigns that maximize resonance? Get in touch.

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