"Content at scale, automated personalization, hyper-targeted media, predictive optimization - the list goes on. It's a CMO's operational dream. And yet, there's a catch: we risk trading authenticity for efficiency. Every day, consumers see more branded content. But believe less of it. They're asking: Is that review real? Is that spokesperson a person or a bot? Is that CEO quote legit or synthetically stitched together from past interviews?"
"You can't fake showing up. You can't fabricate a shared moment, a goosebump, a laugh, or a lump in the throat. These are the signals of something real, something human, and something brands desperately need right now. Experiential marketing, long treated as a 'nice to have,' is quickly becoming a brand's most defensible asset. Not because it's trendy. Because it's trusted."
AI enables brands to generate influencer endorsements, product demos, and candid customer moments, making fabricated content ubiquitous and consumer skepticism acute. Marketing tools that increase speed and reduce cost can erode authenticity and fuel doubt. Consumers increasingly question reviews, spokespersons, and CEO statements, creating a crisis of belief that undermines brand foundations. Experiential marketing creates real, human shared moments that cannot be fabricated: presence, laughter, goosebumps, and emotional resonance. Those witnessed experiences build durable trust and become a defensible brand asset in an environment where manufactured signals proliferate.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]