We’ve all felt it — that flicker of fear when the latest AI update drops. Another tool, another headline, another reminder that the world is shifting fast. ChatGPT’s new image generation features have sparked exactly that: a quiet panic in the creative industries. But at Matriarch, we don’t see a threat. We see an invitation.
An invitation to rethink what we do, why we do it, and how we connect with people in a world where the cost of creation is plummeting and the bar for relevance is rising.
As Steven Bartlett, host of The Diary of a CEO, recently shared, “Change destroys old value, but for those who lean in, it creates huge opportunity.” We couldn’t agree more.
The Real Moat Has Always Been Human Connection
For years, experiential marketing has thrived on one powerful idea: the irreplaceable magic of human interaction. We don’t just create campaigns — we create moments. Real ones. Moments that make people feel something, remember something, and, most importantly, share something.
In a world where AI can write, draw, code, and even “create,” the brands that will win are the ones who remember what can’t be replicated: community, emotion, and the messy, beautiful imperfection of real life.
We’re Not Losing Our Edge — We’re Redefining It
Historically, high production costs and specialised talent created moats around marketing excellence. At Matriarch, we built our name on big ideas, beautifully executed — and we still do. But as the cost of creation drops, we’re asking new questions:
- How can we create faster and smarter?
- How do we balance digital efficiency with real-world emotion?
- How can we harness AI as a tool without losing our soul?
The answer? By doubling down on the things AI can’t touch: immersive experiences, deep audience understanding, and cultural fluency.
The Experiential Edge in an AI Age
AI may level the content creation playing field — but that only makes how we show up more important than ever.
At Matriarch, we see our role evolving:
- From content creators to memory makers
- From marketers to community architects
- From experiential specialists to curators of culture and connection
Yes, AI will shift the industry. But if you’re in the business of making people feel something, not just scroll past something, you’re still in business.
What Brands Should Be Asking Now
“What makes people stop, feel, engage — and remember?”
That’s the new brief. And it’s exactly what experiential marketing was born to answer. Whether we’re building a Zen escape lounge for stressed students, transforming a shopping centre into a soccer pitch, or curating interactive art installations for skincare launches, Matriarch isn’t just reacting to change — we’re shaping what comes next.
Final Thoughts
“As a strategist, I’m not afraid of AI — I’m curious. The brands that will thrive are the ones that stay deeply in tune with their audience and use these tools to serve them better. AI isn’t here to replace human connection; it’s here to remove the clutter so we can focus on what really matters. At Matriarch, we’re embracing that shift — and bringing our clients along for the ride.” Bonnie Long
