Variety's Entertainment Marketing Summit Takeaways: How to Market at the Speed of AI, Work With Creators and Make Campaigns Authentic Because 'Fans Are Smart, It Has to Feel Real'

""The AI is going to be jet fuel for our industry. Because the more content, the more promises brands make, the more they're going to have to prove it." - Brett Hyman"

""If you create such a great experience, your biggest problem is we need to scale this to get it to more people and more platforms." - Tim Clark"

""Mining our own comment section for creative direction and co-creating with fans rather than broadcasting at them is why our live events consistently land." - Amy Durini"

The Entertainment Marketing Summit highlighted the importance of live experiences in marketing, positioning audiences as distribution channels. Brett Hyman noted that brand experiences can simultaneously drive trial, affinity, and content creation. Tim Clark emphasized the value of originality over imitation, while Amy Durini pointed out Taco Bell's strategy of co-creating with fans. The event also addressed the impact of AI on creative workflows and the evolving nature of franchise building and creator partnerships, stressing the need for authenticity in audience engagement.

Read at Variety