How Experiential Marketers Should Approach Generative AI

Generative AI is currently akin to the wild west for many, and experiential marketers must delve deeply into understanding its potential and limitations. Thorough research is crucial to determine how these tools can be utilized effectively in live activations. Once you’ve identified how to incorporate Generative AI into an event and set clear objectives, it’s essential to practice different scenarios. Experiment with various prompts to discern which align with your brand and which to avoid, ensuring the technology stays on message.

Brand-Facilitated, Not User-Led

Maintaining the brand message is paramount for on-site brand ambassadors, whose role is critical in ensuring the activation aligns with the campaign’s spirit. This includes guiding audiences to use the technology correctly and as intended. As you test outcomes, also focus on training event staff thoroughly on the dos and don’ts of presenting the technology to an audience. Generative AI should not overshadow the brand experience but rather enhance it as a unique connection point. Consumers don’t need unrestricted access; the tech should be a controlled element that enriches the engagement.

Audience-Centered Engagement

The primary goal of experiential marketing is to foster positive interactions between a brand and its consumers. Any Generative AI activation should prioritize the audience, creating outcomes that immerse them in the brand environment. Leverage the customization capabilities of Generative AI to let audiences choose how they are depicted in the experience, making them feel more connected to the brand. This personalized approach ensures a deeper, more meaningful engagement.

From Concept to Tangible Experience

As Generative AI becomes more prevalent, brands will discover numerous ways to integrate this technology into their marketing strategies. However, it’s crucial for consumers to recognize and appreciate its use. For a significant impact, brands should create tangible reminders of the experience, such as photo prints, digital files, or other user-generated content (UGC). Transparency about how these were created is essential to maintain authenticity and credibility. Clear disclosure enhances trust and leaves a lasting impression.

Non-Repeatable Experiences

Given that many generative AI platforms are open source, users can potentially misuse them. Brands must be vigilant to prevent the unauthorized replication or misuse of their experiential activations. Establishing parameters to control the narrative and maintain brand integrity is vital. Ensuring that Generative AI is not exploited outside its intended environment protects intellectual property and the brand’s reputation.

Conclusion

Generative AI presents exciting creative opportunities for marketers. However, with any new innovation, thorough research and testing are imperative to ensure the intended experience resonates with consumers and aligns with brand standards. Experiential marketing is inherently a high-engagement channel, and having well-trained personnel to facilitate interactions with new technology is the first step to success.