AI Knows What We Want – But Human Connections Are What We Need

The rise of AI in marketing is happening in ways we may not even notice. It is hard to gauge the percentage of ads we see that have been served or created by artificial intelligence, but we can assume it is growing by the day. More and more, the algorithm is improving – showing us exactly what we like, what we’re talking about, and what it thinks is perfectly timed for our eyes and ears.

However, instead of improving response, it is also causing mind-numbing ad fatigue.

This article is not about how to use AI better. That’s a big topic. This is about how to improve your marketing results in an accelerating age of artificial intelligence—and the answer may surprise you.

The Power of Physical Experiences

One of the best ways to enhance your marketing as AI grows is to incorporate physical experiences.

Recently, Alexis Ohanian, co-founder of Reddit discussed this with Jay Shetty on his podcast.  He believes that as AI advances, people will increasingly seek out shared human experiences like live theater and sports. We’ll want to be part of events where we can empathize, cheer, hope, and feel those “goosebumps” in real-time, surrounded by others sharing the moment.

AI can give us exactly what we want to see, but it can never replicate the communal experience of a live event. It’s more than what we see—it’s what we smell, feel, touch, taste, and experience with other passionate people.

Why Live Matters

Have you noticed how much money is being invested by Netflix, Amazon, YouTube, and others in live sports?  That’s because it’s becoming rare to find a real-time massive audience attractive to advertisers. Being “live” will be more important than ever.

Your brand needs to be there. Engage with fans in the tailgate area, support their passion, and create memorable stories. Be part of their experiences and memories.

How to Get Started

Breaking through digital clutter will only get harder. But being part of your audience’s passions can turn them into raving fans. Nothing is more powerful than someone sharing your brand’s story with their family and friends.

Look for opportunities to integrate your brand into stadiums, theaters, or events. Many of these areas are underdeveloped, meaning there’s less competition. Work with a company like The Zest Lab to find your entry point and scale your efforts across a season or the country.

This is how you win.  This is how you stand out.  Let us help you make it happen.