Marketing executives across industries are rapidly integrating AI into their operations, driven by economic pressures, shrinking budgets, and the general push for innovation. This is a positive shift: AI has been widely lauded for the efficiencies that it offers, allowing teams in marketing and beyond to do more with less. But if our focus on AI’s immediate benefits is too myopic, we will miss the bigger picture.

When digital content becomes cheap and abundant, its value to consumers declines. Forward-thinking CMOs should prepare today for a future where experiential marketing – not just digital content – drives engagement and brand differentiation.

As the market becomes oversaturated with AI-generated content, consumers will shift away from AI-generated content, instead prioritizing experiences, human interaction and authenticity. In fact, a recent Accenture report found that 42% of people say their most enjoyable experiences last week were physical, not digital. After years of being relegated to virtual-first school, work and socialization, consumers are putting a premium on in-person, immersive experiences.

The music industry provides an instructive parallel here. Two decades ago, producing an album required significant resources and expertise, making new music relatively scarce. Today, with 120,000 songs uploaded to streaming platforms daily, the value of any single track has diminished astronomically. But the music industry didn’t die – far from it. Instead, artists who want to stand out today no longer rely solely on album and song releases. They cultivate a brand built on experience and emotional connection, including live performances, exclusive merch, concert films, memoirs and other unique fan interactions.

Marketing is undergoing a similar shift. AI has made traditional marketing content – blog posts, white papers, ads – easier to produce than ever. Which means the brands that will stand out are those that move beyond content and invest in experience-driven engagement.

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Still, there’s a place for AI and technology optimization. A recent report reveals that 49% of technology leaders have fully integrated AI into their core business strategies, with a third embedding AI into their products and services. And some integration generally goes over well with consumers, so long as it’s providing a clear benefit: According to Five9, 72% of consumers are open to using AI-powered agents for quicker responses, but 86% maintain that human connection is more important than speed.

CMOs should certainly be leveraging AI, but they must do so in the context of a broader, long-term strategy. The most successful brands will be wary of mass-produced AI content, and embrace experiential marketing, organic engagement and deeper human connections. Some forms of collateral can certainly be produced more efficiently with the help of AI, but marketing teams that use AI should be all the more committed to balancing out this content with creative storytelling, cultural insight and empathy. These are elements that AI cannot, and should not be expected to, replicate.

Experiential marketing allows brands to engage personally by creating memorable experiences that forge stronger emotional connections. This could take the form of live activations, immersive brand experiences, or interactive events that engage audiences on a deeper level. Consumers are already demonstrating a preference for these interactions: 91% of consumers report more positive feelings about brands after attending events, and 74% are more likely to buy products after engaging in branded event marketing experiences.

CMOs must anticipate consumer expectations and think several steps ahead of current trends. AI will continue to automate routine tasks, but it cannot replace the depth of human interaction. The brands that thrive will be those that strike a balance between AI efficiency and human connection. As AI floods the market with digital content, the real competitive advantage will belong to those who recognize that the future of marketing isn’t just about more content – it’s about forging meaningful, creative connections that stand out in an oversaturated world.

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