The rapid advancement of artificial intelligence (AI) is driving a renewed emphasis on human-centered marketing, with consumers increasingly seeking tangible, real-world experiences, according to futurist Dr Catherine Ball. Speaking at the RESET marketing conference in Sydney, Dr Ball highlighted a growing consumer desire for personal interactions amid the dominance of AI-enabled digital technologies.

Addressing an audience of approximately 600 marketing professionals, Dr Ball argued that while AI will continue to underpin marketing efforts, its presence will become almost invisible within the next two years. She explained that effective technology integrates seamlessly into people’s lives, decreasing screen time as consumers become more selective about where they focus their attention.

This shift, she noted, is contributing to a change in how value and luxury are perceived, spurring the growth of what she described as the “rest economy.” Valued at an estimated one trillion dollars, this sector prioritizes offline well-being activities such as sleep and exclusive, in-person experiences. Dr Ball emphasized that consumers are looking to regain control over their attention spans, wanting access to unique experiences that are not broadly available.

Rather than embracing endless digital engagement, Dr Ball forecasted a larger movement toward analog socialization and community connection. She termed this “audience conglomeration,” suggesting that people will spend less time on screens but engage more deeply in physical experiences and live events. This trend is already evident among younger demographics who prioritize experiences over material possessions and is reflected in the rising attendance at sports and entertainment events.

Bricks-and-mortar retail, Dr Ball suggested, stands to regain importance. The role of the physical shopfront, once the key point of interaction between brands and consumers, had been supplanted for decades by television, cinema, and digital screens. She envisions a future where these digital interfaces evolve into more advanced, wearable technologies, such as smart contact lenses, yet the appeal of physical stores will endure.

“Companies with physical locations should hold on to them as if their lives depend on it,” Dr Ball said, stressing the value of tangible spaces where consumers can engage directly with brands. She urged marketers to create memorable offline experiences that technology cannot replicate, focusing on emotional and social aspects of human connection.

Dr Ball concluded that the next phase of marketing will rely on leveraging AI for data and personalization, while allowing humans to lead in delivering genuine, meaningful interactions. “Let the AI do the mathematics and let the humans be the human,” she said, describing this approach as key to capitalizing on emerging digital trends and consumer preferences.