Authenticity, Connection & AI – The Three Themes that Permeated AdWeek 2024
Nicole Ransom | 11.7.24
This year was my first time attending AdWeek, and it was definitely an experience to remember. Amid panels, experiences, and happy hours – there were key themes of connectivity, authenticity, and AI that echoed through every single moment. As we navigate a marketing landscape defined by increased technological advancement and culture that moves at the speed of light, these themes remind us of both the power and potential we have as marketers to make genuine connections with audiences during key moments that matter and those that embrace the new technological wave of AI will come out on top.
Twitch and Refinery29 opened the conference by highlighting innovative approaches to connectivity with consumers and audiences through distinct technologies. Twitch began by showcasing their brand new platform, “The Glitch” which enables brands to create custom games for real-time consumer interaction, fostering direct and dynamic engagement that strengthens brand connections in an authentic way. Essentially, it is a way for brands to connect with their gaming audience where they already go naturally, hitting them with brand messaging and providing a unique way to earn brand loyalty. In response, one of the panelists, Cory Haik, from Refinery29 emphasized how “democratizing information in real-time” enables a unique storytelling approach, establishing a two-way, connective relationship that moves beyond traditional marketing. The Sphere also discussed technology and connectivity. They illustrated how high-tech visual storytelling can transcend conventional boundaries through creating global connections. One of their most successful campaigns was with Verizon on Fourth of July, which led to 11 billion views. The Sphere’s team demonstrated how technology can facilitate universally resonant moments, building connectivity that leaves a lasting impact both within Las Vegas and around the world through disrupting traditional marketing approaches. Hence, connecting with consumers using new technological advances to your benefit, allows for a more authentic approach to marketing.
Authenticity emerged as another essential theme, especially in the session “Going for Gold: Sports Brands and Winning the Relevance Race.” Leaders from the WNBA, MLS, and Olympian Tara Davis-Woodhall highlighted the shift from cause-driven fans to those invested in athletes’ personal stories. Phil Cook from the WNBA shared that authentic storytelling is now central to building genuine fan bases, bridging the gap between awareness and true affinity. Radhika from the MLS emphasized that converting awareness into fandom requires deep consumer understanding and targeted campaigns. Tara, both an Olympian and content creator, explained her approach to partnerships, saying, “I am not going to be inauthentic with a brand partnership. It needs to align with me and who I am.”
AI, the hot topic in marketing, was positioned as a creative partner rather than just a tool. In the “Scaling AI Responsibly” panel, speakers discussed how transparency and accessibility are essential in AI-driven marketing. Under Armour’s panel illustrated how AI can amplify storytelling without losing the human touch, citing how their campaign centered around Anthony Joshua did not need to pull him away from training camp, and instead created the ad with his essence. Under Armour summed it up well, saying as long as craft is involved with AI, it will be an amazing move. This session highlighted that when used thoughtfully, AI empowers brands to elevate stories with greater reach and nuance while maintaining the people-centered essence of marketing.
In the “Speed of Culture” session, speakers emphasized the need for agility in today’s fast-paced landscape. Brands like Duracell showcased the impact of quick, culturally relevant responses, illustrating that staying relevant means going beyond simply following trends. Effective campaigns integrate with cultural moments meaningfully, amplifying them in ways that feel natural and relevant to audiences, which allows brands to be responsive without sacrificing authenticity.
Reflecting on AdWeek, it’s clear that while AI and tech create new opportunities, the heart of marketing remains deeply human. Whether using AI to streamline content or creating connections through platforms like Twitch, the goal is to foster empathy, trust, and lasting engagement. The brands and marketing agencies that will continue to succeed will prioritize connectivity, embrace authenticity, and apply AI responsibly. AdWeek demonstrated how marketing can evolve without losing sight of the human touch, which ultimately makes our work as marketers impactful.
