Scroll long enough and a lot of posts might start to look the same. They are. AI-generated content is all over our feeds, and it’s wearing us out. A survey this year found that 62% of users experienced digital burnout regularly or occasionally, while 31% report they rarely or never intentionally unplug. Whether scrolling at work or at home, we’re inundated with posts, newsletters, articles, images and advertisements that follow similar AI-generated formulas.
Marketers are seeing a stark impact from this trend. Capturing attention online has never been harder for brands, as audiences become savvier at identifying AI-generated content and don’t hesitate to keep scrolling.
This influx of AI noise online is prompting a shift toward a more attractive channel for buyers looking to build meaningful connections and business relationships: events and in-person touchpoints. By 2028, Gartner predicts that mass digital fatigue will push chief marketing officers to allocate 70% of marketing budgets to offline channels.
Still, AI is a boon for marketers. It’s a powerful tool for creating content, automating workflows and delivering more personalized experiences at scale, but it cannot replace the genuine human connection that is often the difference between a customer choosing your brand over a competitor. This is why we’re seeing a deliberate shift toward events and in-person activations, where brands have a stronger opportunity to create memorable interactions and strengthen customer relationships.
Why digital fatigue is changing how brands think about engagement
Marketing campaigns have long been the cornerstone of brand communication. Often time-bound and highly structured, campaigns were designed to deliver specific messages to targeted audiences. But with the explosion of AI-generated messaging and content, online activations and campaigns are losing their impact.
Consumers are developing a keen eye for what is authentic and what is AI-generated, and 69% of people who view online content say they trust AI-generated content less than human-generated content. Brands leaning too heavily on AI to churn out content with recognizable, artificial formulas are quickly losing consumers’ trust and, consequently, costing them business opportunities.
Today’s consumers expect personalized, relevant and authentic interactions with brands. The customer journey no longer consists of one-time online targeting. It’s now a series of connected experiences that move people from awareness, to purchase, to loyalty. While AI helps marketers personalize and scale touchpoints more quickly, experiential, in-person activations where attendees connect with a brand in a memorable way will serve as those key decision-making points in a customer’s journey.
Why in-person experiences are becoming critical trust-builders
Driving connections through in-person touchpoints and events also has become a critical business differentiator with younger generations. Despite being raised in a hyper-connected world, 69% of Generation Z reported that the rise of technology has made them feel less connected to others in their company and industry. This shift has driven Gen Z toward immersive, face-to-face opportunities that offer curated, genuine connections and opportunities for growth.
B2B brands are doubling down on capturing this generation’s attention by tapping into micro events, roadshows and pop-ups, mirroring what retailers often integrate into their marketing strategies. For Gen Z, these formats feel more human, as they’re smaller, more conversational and grounded in real-world connection rather than online spectacle. By bringing the brand to the audience, smaller events can create space for deeper dialogue, stronger relationships and more engagement.
With B2B experiential marketing increasing at a faster rate than B2C, 9.7% to $41.74 billion just last year, it’s clear that face-to-face interactions are becoming one of the most effective ways for brands to stand out through the digital noise.
How B2B marketers can balance AI-driven efficiency with human connection
In-person events and automation aren’t mutually exclusive. B2B marketers can still use automation to tap into their audience’s interests and create unique experiences.
By integrating AI tools, event leaders can optimize relationships with attendees while prioritizing the human touch. For example, AI can be used to share session or activity recommendations at the event itself, or develop post-event summaries based on a person’s individual interests and sessions attended, making the experience feel curated and personal.
This balance of automation and human touch is crucial to maintain loyalty. Successful brands will be transparent in communications about how they are using AI to ensure customers aren’t concerned about inauthenticity — on or offline.
The future of B2B marketing is face-to-face
Events can create lasting business impact beyond awareness, especially amid growing digital fatigue. Unlike digital campaigns that optimize for clicks and impressions, in-person experiences generate stronger buyer signals, deeper engagement and opportunities to influence pipeline, sales cycles and long-term customer relationships.
Opinions expressed by SmartBrief contributors are their own.
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