As I begin the annual task of analysing and assessing the trends and influences that will shape brand experience in the coming year, I have decided to take a novel approach.

I have recognised that the rapidly advancing field of Artificial Intelligence (AI) is poised to transform the marketing communications industry significantly and swiftly. In light of this, I have enlisted the assistance of an advanced AI model, such as GPT-3, to assist in crafting this year's insights and predictions.  

I asked GPT-3…

“Write me an article of around 250 words that outlines some broad trends in brand experience in 2023” 

The following extract represents the result of this collaboration, generated in mere seconds.  

In recent years, we have seen a shift in the way brands interact with consumers. With the rise of digital technology and social media, consumers are now more connected than ever before, and this has led to a change in the way brands approach ‘experience’. As we look to the future, there are several trends that are likely to shape the way brands interact with consumers and create unique and memorable experiences for them. 

One of the biggest trends that we are likely to see in the future is an increased focus on personalisation. Consumers now expect brands to understand their individual needs and preferences, and to tailor their experiences accordingly. This could involve using data and analytics to deliver personalised marketing messages or using AI and bots to provide tailored experiences. As technology continues to advance, we are likely to see even more sophisticated forms of personalization, that are tailored to individual users. 

Another trend that we are likely to see in the future is an increased focus on sustainability and social responsibility. Consumers are becoming more conscious of the impact of their purchases on the environment and society, and they are looking for brands that align with their values. Brands that can demonstrate their commitment to sustainability and social responsibility are likely to stand out in the crowded marketplace. 

Finally, we are likely to see a continued focus on creating immersive, multi-sensory brand experiences. Whether it's through in-store events, pop-up shops, or digital campaigns, brands are looking for ways to create unique and memorable experiences for their customers. This could involve using virtual reality or augmented reality to transport customers to different places and times, or using sensory branding techniques, such as scent and sound, to create a more immersive experience. 

Overall, the future of brand experience is likely to be shaped by a focus on personalisation, sustainability, and immersive, multi-sensory experiences. Brands that can adapt to these trends and deliver unique, tailored experiences for their customers will be the ones that stand out in the marketplace. 

The content generated by the AI model isn’t bad, not bad at all (maybe a bit generic and representative of a post pandemic BX landscape vs 2023 specifically) and while not personally crafted by me, it offers valuable insight of the potential impact of Artificial Intelligence on the marketing communications industry. Not in what is says, but in how and what it is.  

It highlights the need for professionals in all disciplines, client and agency side to recognise and adapt to the rapidly advancing capabilities of AI, as it has the potential to significantly alter the landscape of all of our jobs. Ask AI to write you a campaign brief or copy for a specific brand and you will see what I mean.  It is crucial for individuals and organisations to stay informed and adapt to the changes that AI will bring to stay ahead of the curve and remain competitive.

This is why I believe this is the most important article I didn’t write.  

Happy New Year!