
Another year, another retrospective. This time last year we made some confident predictions about the brand experiences in the year to come, and today is no different: we’ll again be building on our crystal ball-gazing for 2025 by picking over the tea leaves of 2024.
It is almost a cliche to say that experiential marketing has undergone a seismic shift in recent years. Once regarded at best as a secondary tactic in the marketing mix, and at worst as an outright distraction, experiences are now a critical driver of brand engagement. Nike, Netflix, Apple and many other world-leading brands have proudly set out their stall in the activation space, and as we leap into 2025 everything from technological advances to shifting consumer behaviours, and increasing demand for shared experiences will only reinforce this shift.
Today we want to explore what we expect to be key trends in experiential marketing for 2025. Do please remember, we’re forecasters, not prophets but we hope you find actionable insights that will enable your brand to thrive in an increasingly experience-driven landscape.
Trend 1: The Resurrection of Immersive, In-Person Brand Experiences
In the past decade, digital marketing has dominated the advertising space. However, growing evidence suggests the tide has well and truly turned. Consumers are increasingly seeking authentic, face-to-face interactions that encourage deeper connections and this is driving brands to reinvest heavily in creating immersive, 3D experiences that leave lasting impressions.
For example, Netflix House emerged as a groundbreaking example of how formerly digital-only brands are looking to create physical destinations that bring their stories to life. Think Disney World for the streaming age, and imagine stepping into a real-world version of your favourite Netflix series, where every detail—from decor to interactions—is meticulously designed. Netflix is hoping that Netflix House won’t just promote its shows, but turn passive viewers into active participants by creating connections that traditional advertising simply cannot achieve.
Our Prediction for 2025:
Our experts believe investment in live experiences will rise as brands prioritise authenticity and emotional engagement. Companies that embrace 3D storytelling – i.e., by bringing their brand to life through tactile, immersive environments – will stand out. Leveraging the ‘Magic’ pillar in our MARVELS framework, brands can create peak moments that are emotionally intense, distinctive, and memorable. These in-person brand experiences will evoke vivid memories, and build stronger social bonds, ultimately driving greater brand loyalty.
Trend 2: Personalisation and AI-Driven Journeys
Things just got personal. Real personal. At We Are Collider, we are convinced that the future of experiential marketing is going to be personal rather than one-size-fits-all. And why? With advancements in AI, brands are better equipped to craft tailored experiences that resonate on an individual level, and this will be particularly impactful in B2B settings where curated thought-leadership programs and personalised event journeys can elevate engagement.
Imagine attending an industry-leading conference where your LinkedIn profile or a short pre-event questionnaire could help create a fully customised itinerary. Where AI-powered tools can analyse your background, interests and goals, and then recommend sessions, networking opportunities and exhibitor interactions that align perfectly with your needs. All in real-time. This level of personalisation not only enhances the attendee experience but also ensures that sponsors and exhibitors have more meaningful and impactful conversations.
Say a pharmaceutical company was hosting a symposium. Said company could use AI to group attendees based on their areas of expertise. A cardiologist might receive a tailored itinerary focused on innovations in heart health, while a research scientist would be guided toward sessions on clinical trials, ensuring every attendee feels valued and engaged.
Our Prediction for 2025:
The “Relevance” pillar of our MARVELS framework is all about the importance of providing highly relevant and personalised experiences, and there is nothing more relevant marketing than something tailored specifically to its individualised audience. By leveraging AI, brands can demonstrate that they truly understand their audience’s needs, reinforcing trust and loyalty. AI-powered tools will revolutionise how brands approach personalisation, creating bespoke experiences based on attendee data. This trend will drive deeper engagement and set a new standard for event experiences.
Trend 3: AI-Driven Immersive Experiences and Hyper-Realistic Content
Interactive technology continues to push the boundaries of the possible. One promising development in the realm of experiential marketing that we’re getting excited about at We Are Collider is the use of AI-driven immersive experiences. These activations go beyond traditional image-generation booths by leveraging artificial intelligence to place attendees in any scenario they can imagine.
Imagine stepping into an activation booth and, instead of a simple photo, AI generates a dynamic scene where you’re scoring the winning penalty in the World Cup final, hoisting the trophy for your team amid cheering crowds. Or perhaps you create a surreal image of yourself dancing the cha-cha-cha with President Biden. Imagine! These AI-generated moments are fun, they’re memorable, and they’re shareable, meaning attendees are likely to post them, extending your brand’s reach far beyond the physical event.
Our Prediction for 2025:
In 2025, brands will increasingly adopt creative technologies like image-generation booths to offer attendees unique takeaways. These activations create a lasting impression while providing content that attendees want to share, amplifying the brand’s visibility. The Exchange and Sociality pillars of our MARVELS framework emphasise the importance of providing tangible opportunities to co-create and share and these booths deliver both immediate gratification and long-term value through shareable content that reinforces the brand’s identity.
Trend 4: A Return to Face-to-Face Retail and Community Building
As digital and social media stare down the barrel of increasing regulation, brands are shifting focus back to physical spaces. This trend is driving a reimagining of retail environments and live experiences, transforming them into community hubs that provide value far beyond transactions
Take the example of a bookstore that doubles as a community space. Visitors can attend author readings, participate in writing workshops, and connect with fellow book lovers. These events transform the store into a cultural destination, building deeper connections with the brand. Similarly, brands like Lululemon have redefined retail by integrating wellness classes into their stores. Customers can attend yoga sessions, meet local fitness influencers, and test products in real time. This approach not only drives foot traffic but also strengthens the brand’s role as a lifestyle partner.Our CEO, Anton Jerges, recently highlighted this shift in a Creativepool article: “With social and digital regulation on the rise, as exemplified by Australia banning social media for under-16s, adland is going through a relatively measured but steady retreat from digital marketing. In six months, we’ll see even more of the marketing mix shift towards brand experiences; a space where we can enjoy the mental health benefits of face-to-face interactions.”
Our Prediction for 2025:
Retail spaces will evolve into vibrant community hubs, where consumers can connect, engage, and co-create experiences. This approach will not only drive sales but also foster loyalty and advocacy. Our MARVELS ‘Sociality’ pillar emphasises the value of shared experiences in building stronger relationships. By creating spaces that facilitate human connection, brands can position themselves as integral parts of their customers’ lives.
In Conclusion: Shaping the Future of Experiential Marketing
2025 promises a dynamic evolution of experiential marketing, with trends like immersive 3D storytelling, AI-driven personalisation, interactive tech, and community-focused retail redefining the landscape.
At We Are Collider, we understand the science of human behaviour and its critical role in creating impactful brand experiences. By applying our proprietary MARVELS™ framework, we help brands craft bold, innovative activations that drive emotional engagement and long-term loyalty.
Are you ready to create unforgettable experiences in 2025?
Let’s collaborate to bring your brand’s vision to life.
Image source: Netflix