AI meets the stage: Why live events steal the show

In an era dominated by generative AI, algorithms are reshaping industries, delivering precision and personalisation at unprecedented levels. Yet, as artificial intelligence transforms customer interactions and streamlines processes, a seemingly contradictory trend has emerged—brands are doubling down on live, in-person events. From concerts to sporting spectacles and global expos, the allure of shared, physical experiences is proving irresistible.

This fascinating ‘online-to-offline’ (O2O) moment underscores a key question for marketers: How do you balance the efficiency of AI with the irreplaceable emotional impact of live events? The answer may lie in blending the best of both worlds.

The AI edge: Precision at scale

AI has become a cornerstone of modern marketing, offering brands a toolkit for predicting behaviours and tailoring messages with laser focus. For companies spanning FMCG to fintech, AI drives efficiencies that were once unimaginable. It’s cost-effective, scalable, and unparalleled in its ability to deliver hyper-personalised offers in real time.

Take an e-commerce platform leveraging AI to suggest products based on a user’s browsing history. It’s a seamless, data-driven interaction. But when that same brand chooses to sponsor a major live event, like a music festival or a sports tournament, the strategy shifts. Why spend millions on something as unpredictable as a stadium crowd when AI can pinpoint the exact audience you want to reach?

The paradox is that even as AI perfects the art of convenience, people are flocking to live experiences. This shift isn’t irrational—it’s human.

The emotional appeal of live events

Whether it’s the electrifying atmosphere of the Mobile World Congress in Barcelona or the grandeur of Expo 2020 in the UAE, the appeal of live events lies in their ability to create unforgettable moments. These experiences tap into something algorithms cannot: the thrill of real-time, shared human connection.

For example, a fintech brand using AI to recommend the perfect mortgage plan can deliver efficiency, but it often lacks the emotional resonance of a face-to-face interaction at a financial summit. At such events, the consumer engages with the brand’s mission, hears its vision directly, and feels a deeper connection to its purpose.

Similarly, FMCG brands understand the limits of digital campaigns. While social media ads may drive reach and clicks, sponsoring a high-profile event offers a sensory, multi-dimensional experience that creates lasting memories. These experiences don’t just inform—they delight.

This dynamic recalls the resurgence of print during the e-commerce boom. Once thought redundant, print was reimagined as a counterbalance to the overwhelm of digital media. Catalogues and direct mailers returned as tactile, meaningful touchpoints. Today, live events are enjoying a similar revival, meeting a growing consumer appetite for experiences that transcend the virtual.

Why live events matter more for intangible products

For industries like fintech, where products are inherently intangible, the value of live events is even greater. Physical gatherings, whether elegant galas or industry summits, bring abstract offerings to life. They foster trust, loyalty, and a sense of community that is hard to replicate online.

A case in point is the financial services sector. A company might launch an innovative investment tool, but without an emotional hook, it risks being just another product in a crowded market. Hosting an immersive event, however, allows potential clients to engage with the brand narrative and its people, building relationships that digital campaigns simply cannot achieve.

So, where should brands invest? In AI’s precision or the high-impact nature of live events? The answer lies in integration. Consumers today are complex. They value the efficiency of digital solutions but still crave the authenticity and excitement of in-person connections.

Leading brands are already blending these approaches. AI is being used to anticipate customer needs and personalise interactions, while live events deepen emotional connections. For example, a brand might use AI to identify its most loyal customers, then invite them to exclusive experiential activations. This creates a feedback loop where digital insights inform physical engagements, and vice versa.

Experiences that spark conversations

The rise of experiential marketing illustrates how brands are combining data-driven strategies with emotional storytelling. The goal isn’t just to sell a product but to craft an experience that resonates.

At events like Almost Gods’ recent collaboration with G-SHOCK, the focus wasn’t solely on promoting a product but on sparking cultural conversations. Life-sized installations, projection displays, and immersive AR experiences offered attendees not just a showcase of innovation but a chance to connect with the brand on a personal level.

These initiatives are particularly relevant for younger audiences, such as Gen Z and Gen Alpha. These demographics prioritise authenticity, transparency, and cultural resonance, and they expect brands to deliver more than just a sales pitch. Events that combine technology, storytelling, and community engagement hit the sweet spot.

Maximising impact through integration

While live events have their magic, digital tools ensure they reach their full potential. Social media platforms, especially visual ones like Instagram and YouTube, play a crucial role in amplifying event impact. They allow brands to extend the reach of their activations to a global audience, turning an in-person moment into a digital spectacle.

AI can also enrich the event experience itself. From personalised invitations to tailored content for attendees, the technology ensures that every interaction feels meaningful. Post-event, AI-driven analytics provide valuable insights into audience engagement, helping brands refine their strategies for the future.

The challenge for marketers isn’t choosing between AI and live events—it’s mastering the interplay between them. Much like how e-commerce brands revitalised print to offer a tactile counterpoint to the digital deluge, companies today must find ways to blend the precision of AI with the human connection of live experiences.

At its heart, marketing is about building relationships. AI may predict what consumers want, but live events create memories that keep them coming back. By integrating these approaches, brands can move beyond transactions to build loyal communities.

As we move deeper into the age of generative AI, brands must navigate a landscape where efficiency and emotion coexist. The most successful players won’t be those that lean too heavily on one side but those that strike a balance—using AI to personalise and enhance, while ensuring that their live experiences are unforgettable.

In a world where human connection remains a fundamental need, the return to live events isn’t just a trend—it’s a reminder that some things, like the buzz of a crowd or the magic of shared experiences, are irreplaceable. And as brands embrace this new O2O era, they’re not just marketing—they’re connecting, inspiring, and creating moments that matter.

- Kedarswamy Ravangave, executive vice president—marketing, Kotak Mahindra Bank.