Brands Use Experiences to Beat Digital Burnout

Brands are facing a significant challenge in the current digital landscape, struggling to cut through the noise and connect with consumers. The proliferation of algorithm-driven content and the rise of AI-generated material, often dubbed "AI slop", are contributing to widespread digital fatigue. To counter this, companies like Zoom and Duolingo are rethinking their marketing strategies, pivoting towards more authentic, in-person experiences and influencer collaborations.

The Digital Deluge and AI's Impact

The internet is awash with content from brands, creators, and individual users. This saturation has led to "digital fatigue", where consumers increasingly seek genuine, human connections over endless scrolling. As Noah Mallin, founder of marketing consultancy Mallination, observes, the traditional approach of brands mimicking user behaviour on social media no longer resonates. People are simply "blind to that now".

A major factor exacerbating this fatigue is the surge of AI slop. This term refers to low-effort, mass-produced, AI-generated content that's flooding digital platforms. Some estimates suggest that a substantial portion of platforms like YouTube could be comprised of such content, which is often nonsensical and of poor quality. Research indicates that 81% of Gen Z adults would like to disconnect from their devices, highlighting the pervasive nature of this digital exhaustion. For more on the downsides of AI-generated content, see our article on AI Slop: Low-Quality Research Choking AI Progress.

While advanced generative AI tools, such as OpenAI's Sora, make content creation accessible to everyone, they also blur the lines between real and artificial. Although some brands, including Coca-Cola, are exploring AI-powered creative, many marketers worry that this influx of AI-generated content will erode consumer trust and accelerate digital fatigue.

"A brand has to drive connection to the customers, and AI is accelerating the need for experiential touch points for community orientation, for customer voices and influencer voices to be amplified," explains Kimberly Storin, CMO at Zoom.

Reconnecting Through Real-World Experiences

In response to this shifting landscape, brands are increasingly prioritising tangible, in-person interactions. Zoom, for instance, is dedicating more resources to industry events and hosting experiential activities, such as exclusive dinners. Storin acknowledges that these investments, particularly in brand marketing and experiential initiatives, can be "harder to measure" and might initially feel "uncomfortable for CFOs", but they are crucial for fostering deeper connections.

Similarly, Sony's Jennifer Jasnoch, director of marketing for home entertainment, notes the brand's pivot towards authentic storytelling to build long-term relationships with customers. Sony has been sending movie night kits to influencers, providing a more personalised and memorable experience.

The concern extends to maintaining brand integrity in an AI-driven world. James Kuczynski, senior creative director at Duolingo, highlights how AI slop can make it challenging for brands to control their narrative, as anyone can easily manipulate brand IP. This risk is a key reason why many brands are now "starting to flock to IRL events". We've seen examples of this, such as a spoof of Coca-Cola's holiday ad implying drug use, which garnered millions of views online, demonstrating how quickly brand messaging can be distorted.

Duolingo, despite being a "social-first brand", has significantly expanded its experiential marketing strategy. Last August, the language learning app hosted a pop-up featuring merchandise, interactive games, and photo opportunities with its mascot, Duo the Owl. Duolingo has also increased its presence at events like concerts and Comic-Con, recognising the value of direct engagement.

There's a growing consensus among marketers that physical touchpoints are essential. A report from the ANA and The Harris Poll, cited by eMarketer, indicates that seven out of ten marketers plan to increase their investment in such initiatives. Recent examples include Nike and Urban Outfitters setting up a giant bounce house in New York City, and Vita Coco hosting a two-day interactive experience with merchandise and photo opportunities.

As the digital world becomes increasingly complex, this trend is only set to continue. As Mallin suggests, for younger demographics especially, creating a memorable "event out of what you’re doing" is paramount, and that's incredibly difficult to achieve solely within social media environments. This shift underscores a broader industry move towards valuing authentic engagement and real-world connection in an era saturated with digital content. For further insights into how brands are adapting, consider reading about Future Work: Human-AI Skill Fusion and how some are using AI to generate marketing materials, like our guide on 10 AI Prompts to Create Eye-Catching YouTube Thumbnails.

For a deeper understanding of digital fatigue and its societal implications, a study into how consumers react to information overload and digital stress can be found here.