ICYMI: Recap of our XR x AI Chat with Lisa Peyton
In the latest Gen City Labs Live session, experts delved into the rapidly evolving landscape of extended reality (XR), artificial intelligence (AI), and their implications for cutting-edge marketing strategies. Host Mike Schaiman, CEO of Gen City Labs (GCL), alongside Eric Arvai, Head of Strategic Partnerships, and special guest Lisa Peyton, a seasoned expert in VR, AR, and MR, shared invaluable insights that are shaping the future of brand engagement and consumer interaction.
Our job as marketers is to transition our audience from passive to active. If they’re passively consuming, we’re not doing it right. — Lisa Peyton
Lisa is an early adopter of emerging technologies and an advocate for integrating AI and XR into marketing, emphasized the transformative power of these tools in connecting with audiences. Having worked with brands like Hewlett Packard and Alaska Airlines, Peyton now imparts her knowledge to students at the University of Oregon, focusing on the commercial applications of XR and branded communications. (PS- University of Oregon students: If you’re not enrolled in one of Lisa’s classes already- what are you waiting for?!?)
The Role of Engagement in Modern Marketing
A central theme of the discussion was the critical importance of moving audiences from passive to active engagement. The panel unanimously agreed that interactive experiences, powered by AI and XR, play a pivotal role in achieving this transition. “In our job today is to move our audience from passive to active… if your viewer/audience is passively consuming anything, you’re doing it wrong. Full stop,” Peyton stressed, underscoring the necessity for marketers to create experiences that demand participation and interaction.
The Future of Digital Identity and Consumerism
Another intriguing point of discussion was the shift in how younger generations perceive and value digital items over physical ones. This trend poses both challenges and opportunities for brands as they navigate the metaverse and other digital spaces. “These kids are spending a ton of money… And these kids are smart. They’re smarter, right? And they’re learning how to do consumerism and buy things online now at a much younger age,” shared Peyton, highlighting the evolving landscape of consumer behavior.
Embracing the Future
As the session concluded, the speakers shared their excitement for the potential of AI and XR to revolutionize marketing strategies, making a compelling case for brands to explore these technologies. “Every brand right now needs to be figuring out how they can help empower their customer using AI,” Peyton advocated, urging marketers to harness the power of AI for brand empowerment and customer engagement.
5 Biggest Things for Marketers Need to Know About AI & XR:
- XR as a Storytelling Medium: XR isn’t just technology; it’s a new canvas for storytelling, offering immersive experiences that go beyond traditional advertising to truly engage audiences.
- The Strategic Lens: When delving into XR, always consider the strategic objectives, the target audience, and the desired call to action to ensure a coherent and effective campaign.
- Evolving Consumer Behavior: Digital goods are gaining unprecedented value over physical items, especially among younger generations, indicating a shift in consumerism and brand opportunities.
- Educational Empowerment: Utilizing XR and AI within educational frameworks can drastically enhance the learning experience, providing a blueprint for brands to offer value-added services.
- The Shift from Passive to Active: The future of marketing hinges on transforming audiences from passive viewers to active participants, fostering a deeper connection with the brand.
Once again, Apple Vision Pro has stood out as a secret weapon for marketers:
One of the brands and one of the experiences that I’ve had that I think is a really good example of, it’s not there yet, but the future is the Apple Vision Pro, the AVP… they’ve just used AI in such a compelling way… It’s not really for the average consumer yet. But I think that gives us such a beautiful crystal ball into imagine when that thing is smaller, lighter, cheaper, right? It’s going to be amazing and even beyond, so we’re eventually going to get off of these screens, and we’re going to come into something. I think Apple might be the one of our best bets of of creating something that we’re actually all going to want to wear. “ — Lisa Peyton
As we step into a reality augmented by technology, the insights from experts like Lisa Peyton are not just thought-provoking; they are essential markers on the road map to future marketing strategies. The transition from passive consumer experiences to active engagement is not merely a trend but a fundamental shift in the marketing paradigm. Brands must navigate this new terrain with strategic intent, utilizing XR and AI to tell stories that resonate, educate, and involve the consumer. Embracing this shift is not just about keeping up; it’s about leading the charge into a future where brand experiences are not just seen or heard, but felt and lived.
To catch more from Lisa:
- Check out her upcoming XR Pub Crawl for Marketing and Comms: Sports & Fan Engagement Edition
- Subscribe to her newsletter, the XR/AI Marketing Brief
Head to the comments to sound off: Who would you like to see next on Gen City Labs Live?
Catch the playback:
Join our Next Stream
On Wednesday, April 17th we’ll be live with Jon Selig and Jenna Ovadia, exploring some exhibit strategies you’ve never heard before. From creative approaches to staff training to best-in-class swag & gifting practices, we’ll
Tune in on LinkedIn & YouTube!
About Gen City Labs:
We’re a creative studio, crafting interactive experiences that captivate audiences and drive engagement. We collaborate with brands and agencies to bring their visions to life across both live and virtual channels. Our team of experts leverage the latest technologies to create showstopping storytelling within interactive pop-ups, activations, flagship retail, tradeshow booths, innovation centers and more. GCL is the trusted partner of choice for Fortune 500 brands and global agencies.
If you’re interested in learning more, get in touch at info@gencitylabs.io.
Follow us on social: LinkedIn, X (Twitter), YouTube, Instagram
