AI is rapidly and fundamentally reshaping how we experience the world. From news and financial research to music and social feeds, AI-generated content is everywhere. Distinguishing what’s real from what’s manufactured is becoming increasingly difficult for all of us, and constant exposure to synthetic content is leaving many desensitized. In a landscape dominated by algorithms, brands face a pressing question: how do you build trust, spark loyalty, and create moments that truly resonate?
More than ever, the answer lies in live, in-person experiences. Contrary to endless scrolling and clicking, these experiences create unparalleled emotional resonance, foster a deeper sense of community, and leave lasting impressions. They are spaces where people feel seen, heard, and connected—experiences algorithms simply cannot replicate.
When we decided to bring legacy media brands like Barron’s into the live event space at Dow Jones, we started with a 50-person breakfast featuring a senior editor back in 2018. Readers were able to meet the newsroom voices they had trusted for decades, exchange ideas, and engage directly with content they relied on every day. It marked a turning point—bringing the weight and credibility of a storied journalism brand to life. Over the next six years, we thoughtfully scaled live events: we designed them for distinct audiences, advertiser partnerships were integrated into these experiences, and live programming became a key driver of brand value and loyalty. By July 2024, Barron’s surpassed 900,000 subscribers, and the broader Wealth & Investing portfolio saw a 20% increase in total subscriptions, much of it attributed to deeper engagement through live events.
For nearly two decades, Seeking Alpha had built one of the most passionate online investing communities—yet it had never stepped into a physical room with them. That changed in 2024, when the company hosted its first-ever in-person conference, gathering more than 350 investors to exchange insights, compare strategies, and experience the brand beyond the screen. The atmosphere crackled with energy: analysts felt recognized, members connected face-to-face for the first time, and conversations spilled far beyond the stage. The ripple effects were immediate—millions of impressions across social platforms and the newswire, new customer connections, deeper relationships with existing members, and partnerships that expanded the brand’s reach. Behind the scenes, I had been tasked with building the company’s first Brand team and leading the charge on live events. In my honest opinion, that inaugural summit not only gave shape to a long-admired digital brand but also set the foundation for a thriving virtual events business that went on to contribute meaningfully to ARR growth in the quarters that followed.
Across industries, the pattern is clear: in a world saturated with automation, live experiences are what make a brand memorable. They foster trust, reinforce values, and turn passive audiences into active communities.
Events are no longer side projects; they’re becoming core strategies. Brands are doubling down on human-centered experiences as a way to stay relevant and fuel long-term growth. I encourage you to watch this space, because the next wave of innovation won’t come from automation, but from the brands bold enough to reimagine how we gather, connect, and experience together.