Live Lab: What shapes the future of live communication
84% of respondents rate live communication as important, according to Live Lab's first «Here & Now» Insight Report. The Zurich-based industry barometer sheds light on why real encounters are becoming increasingly important in an AI-driven world.
Live Lab analyzes the future of live communication
How relevant are personal encounters in a world that is increasingly shaped by artificial intelligence and digital content? The Zurich agency Live Lab has published the results of its first «Here and Now Survey» - a new annual industry barometer that examines the development of the future of live communication in organizations. The survey is aimed at decision-makers from marketing, communication, experience and C-level leadership at Swiss organizations - with a focus on the perspective of those who commission and are responsible for live communication.
High relevance, rising expectations
The results are clear: 84% of respondents rate live communication as important - and expectations for the coming year continue to rise according to the report. The most important objective of live formats was cited by 56 percent as creating emotional connections, followed by cultivating relationships with 50 percent and building trust with 22 percent. These figures underline the fact that live experiences are far more than operational communication measures - they are seen as a strategic means of strengthening connections between organizations and their target groups.
At the same time, the report shows a gap between aspiration and reality: efficiency and budget often supersede storytelling and impact. Although artificial intelligence is widely used, it has so far played a subordinate role in the live sector - a signal that Live Lab sees as proof of the special value of genuine, human encounters.
«You can't deepfake a room»
With the motto «You can't deepfake a room», Live Lab sums up what the data should confirm: In an era where digital content is becoming increasingly generatable and falsifiable, live experiences are gaining importance as a reliable communication space. The full Insight Report is available exclusively to all those who register for the Live Lab newsletter.
Podcast sheds light on emotional connection and brands
The latest episode of the Bla Bla Lab podcast sheds light on what emotional connection really means. Jonathan Schwarz, Managing & Creative Director at Live Lab, talks to science manager and author Dr. Annemarie Melzer about the connection between love, consumption and brands - about longing, belonging and identity, as well as the question of why some brands function almost like relationships.
Live Lab is an agency for live communication, events and brand experiences based in Zurich, Dubai and Riyadh. According to the agency, its focus is on strategically designed encounters that create connection and impact.
More information: https://www.livelab.com
