Experiential marketing’s future depends on AI tech adoption, culture – Ayoola
By Felicia Nwosu
Abayomi Ayoola, Managing Director, Expose’ Marketing Solutions Limited, has posited that the future of experiential marketing with AI will depend largely on the level of technological adoption and strong cultural factors. He alluded that as the adoption and consolidation of AI continues to rise in every facet of human endeavor; the evolving technology and changes in consumer behavior would spur a significant change in experiential marketing
The ace marketer revealed this during an exclusive interview with MARKETING EDGE, Nigeria’s leading brand focused Magazine.
Ayoola said, “In the era of artificial intelligence, it would be very much possible to create a unique and memorable experience for consumers as brands are more likely to use accurate data and research techniques to understand and engage their target audience using advanced technological tools. Hence, brands are able to tailor marketing strategies and campaigns that best suit the interests and preferences of the individual target category.”
He also agreed that AI comes in handy as a progressive tool in providing the much-needed support in the area of experiential events, he as well expressed some sort of worry that in the midst of the ever-changing, ever-advancing technology, that brands still need to retain that treasured ‘human touch’ which is very essential for a great customer experience.
“However, a huge part of experiential marketing is the human touch which consumers enjoy while having a memorable experience of the brand, this is likely to be taken away thereby leaving the consumers to figure out brand offering and brand knowledge by themselves.
Elaborating on how impactful it would be for professionals and consumers, he explained that its applications will enhance event experiences and also improve efficiency in all ramifications.
“The impact will be a faster decision making process as larger data can be analysed and processed faster. Professionals are able to understand the consumers better within a short period of time and are able to efficiently communicate the brand statement/messaging to the consumer. The consumers on the other hand, are able to have a more personalized rich connection with the brand which would not be restricted to a particular location as AI can bring the brand experience to the comfort zone of the consumer.
“If brands opt to handle their own experiential marketing instead of involving a specialized agency, it could have a major effect on these agencies. However, it’s important to remember that agencies often have an extensive knowledge base, relationships with vendors, and specialized skills that brands may not be able to develop on their own. Although the advance in technology and the increasing availability of DIY marketing tools make it simpler for brands to execute their own experiential campaigns without relying on external agencies. This could lead to greater competition for the agencies and possibly fewer requests for their services, he envisaged.
“In the end, the impact on agencies will depend on many different factors such as individual strategies and tactics employed by brands, technology advancements, and available marketing tools. Agencies that continue innovating with AI and delivering value are likely to remain beneficial in the long run despite potential disruptions in the short term, he expalined.”
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