Time is the currency of experiences
In an era where time is increasingly precious, the rise of agentic artificial intelligence (AI) – intelligent systems that autonomously handle tasks, make decisions and adapt to real-time needs – will revolutionise how people live. By freeing individuals from mundane chores, agentic AI creates more opportunities for adventures, experiences, connection and engagement, generally, and also with brands.
Agentic AI is transforming daily life by taking on repetitive tasks that eat away at our time. For the everyday person, these systems can manage schedules, handle shopping lists, or even book travel itineraries, saving hours that would otherwise be spent on logistics.
Gartner predicts that by 2028, 15 per cent of day-to-day decisions will be made autonomously by agentic AI, up from near zero in 2024.
This liberation from routine tasks means more time for people to immerse themselves in meaningful experiences – whether attending festivals, exploring pop-up activations, or connecting with brands at conferences.
For experiential agencies, this is our moment to shine, because more free time means more chances to create moments that stick.
'When people are freed from planning, seeking and managing, they have more capacity to conquer, enjoy and engage.'
Yet, having more free time doesn't automatically translate to deeper brand engagement.
It's something our creative and strategy team has been deliberating and we're calling it the 'Experience Paradox': in a world where people are constantly immersed in experiences – from scrolling social media to attending live events – it takes something extraordinary to break through the noise.
Brand experiences in the region must leverage bold, innovative storytelling to stand out, particularly in a young, dynamic market eager for meaningful connections.
This paradox demands that experiential marketing delivers not just occasions, but culturally relevant, emotionally charged moments that linger long after the lights dim.
At MCH Global, we've seen how culturally resonant work can cut through this clutter. Our collaboration with the Sharjah Light Festival transformed public spaces into mesmerising canvases, blending art and technology to captivate diverse audiences.
Similarly, our work with Coca-Cola Europe crafted immersive activations that celebrated shared values, while our projects with Ford delivered high-octane, adrenaline-fueled experiences tailored to the region's love for automotive culture. These initiatives succeed because they understand cultural nuances, ensuring every moment feels authentic and impactful.
The convergence of agentic AI and the Experience Paradox underscores a profound truth: time is the currency of experiential marketing. When people are freed from planning, seeking and managing, they have more capacity to conquer, enjoy and engage.
This creates a virtuous cycle for brands. More time spent with brands translates into deeper connections, stronger advocacy and measurable return on investment.
However, the challenge lies in crafting experiences that stand out in a crowded landscape.
The AI agent market is projected to grow from $5.29bn in 2024 to $216.8bn by 2035, reflecting the transformative potential of AI in freeing up time for consumers, which brands can capitalise on.
The future of brand experiences will play on seizing these newly created moments of consideration.
As general AI use hands people back their time, brands have a golden ticket to engage them with bold, unforgettable experiences that cut through this Experience Paradox and open doors towards a new wave of possibilities.
By Uli Stanke, Managing Director, MCH Global, Dubai
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