If AI is the bug, authenticity is the antidote.

In this fast-paced digital world we live in, artificial intelligence (AI) is making its presence felt across nearly every industry, from content creation to customer service. It’s a virus that is spreading fast, with AI tools that can write blogs, design graphics, bolster helpdesks, and even generate video content, businesses are becoming increasingly dependent on automated processes to streamline operations and create content quickly. With all this convenience, it’s easy for brands to lose sight of the human touches that helps build emotional connections with customers.

Tools such as OpenArt are now freely available and easy to use AI editorial tools

But in the wake of this AI-tidal wave, one crucial aspect of marketing can contain the spread: authentic, sensory-led experience design. By tapping into the power of the senses, brands can resonate on a deeper level with their customers, beyond the transaction, to create an indescribable bond that is truly memorable.

1. Consistency is key.

People like to know what they are getting. It makes them feel safe, reassured and that when they buy something they can trust the brand to deliver what they need. The reality is that many marketing teams are under pressure and often things get missed, something falls out of sync. Add in fractionalised teams, multiple agencies and operational constraints, and your brand experience is at risk of being diluted.

Think of your customer experience as a clothesline with all the touchpoints hanging side by side. They may not be identical, but they are part of the brand story, supporting one another. One peg falls and the chain is broken. The customer can drop out. Now they are either lost forever, or the brand has to work doubly hard to get them back in again.

By codifying their unique sensory attributes as part of the brand design process, businesses lock in the experiential aspects from the word go. Brand touchpoints can be designed with consistency – whether it’s the interiors, a pop-up experience, uniform design, website design, hold music, menu curation or the choice of paper stock. When sensory profile forms part of the brand guidelines we avoid misinterpretation by teams and disconnect by customers.

2. It’s the way our brains work.

Neuroscience tells us that humans are wired to respond to sensory stimuli - whether it's the smell of a certain perfume, a familiar song that comes on the radio, or the feel of a soft blanket. The amygdala (or the brain’s emotional centre) is alerted by the stimuli and triggers emotional reactions, then working with other areas such as the hippocampus to help form memories that are deeply rooted. Tapping into sensory processing can strengthen the bond between a brand and its audience, building an emotional connection that can lead to long-term loyalty.

When we focus on how we make people feel, and deliver that experience over and over again, we are helping the brain to recognise the pattern and influence behaviour. A luxury brand may focus on the tactile feel of its packaging or the shape of the furniture that features in all of its stores. A restaurant chain might curate a specific flavour for petit fours to serve with after-dinner coffee to create a lasting impression. Repeating these sensory cues embed the brand in the consumer’s mind, creating a memorable experience that transcends transactional engagement.

Image credit: UCL Changing Minds

3. A stimulating physical environment can unlock so much more.

Consumers are becoming more discerning and are becoming more sceptical of digital transactions. They want brands that are transparent, genuine, and in tune with their personal needs. Luckily an algorithm can’t replicate a physical interaction just yet, so brands have an opportunity to focus particularly hard on creating authentic sensory-rich experiences in their personalised environments – and with 90% of consumers more likely to revisit a brick & mortar business with a multi-sensory environment1 it is an investment worth taking.

These face-to-face experiences should be a reflection of the brand’s true identity, the heart-centre of who they are and what they stand for, with deep storytelling features and delivered with consistency. When a consumer interacts with these touchpoints, they know they’re experiencing something real, something crafted with care.

Sensory-led design in ‘Henry’s library’ at Ansty Hall. Image credit: Feasts Shoots & Leaves

4. The power of human connection.

Whilst AI might supercharge some of our transactional needs, these engagements lack empathy and the ability to truly appreciate the subtle needs of customers, often leading to frustration or worse, aversion.  Consider the difference when a personal shopping assistant takes the time to curate a collection to their customer’s unique style, a wealth manager who really understands the family intricacies or a waitress who makes an ordinary meal exceptional.

Brands that design from a sensory standpoint are emphasising the human side of their business proposition. They’re acknowledging that people want more than just a transaction; they want to feel something, connect with the brand on a deeper level, and be part of something meaningful. Not only does it make you feel special, but it also creates deep emotional attachment, charged with positive associations, which makes you more likely to return and advocate for that brand.

5. Own your distinctiveness.

The biggest concern as AI-generated content becomes more common is that all of us will start to look and sound the same. Think of Instagram and Tiktok, serving up look-a-like stories using the templates and suggested music whilst attempting to convince us that the experience is one-of-a-kind. We know that 88% of customers feel authenticity is vital when it comes to picking which brands to like and support2 so the bar for what constitutes ‘valuable’ content needs to be risen.

Brands that rely on AI to craft their messages risk blending into the noise, producing content that, while efficient, lacks differentiation and distinctiveness. Meanwhile, brands that invest in creating genuine, sensory-rich experiences stand out as unique and memorable. This isn't just about building a marketing strategy that feels more human, it's about knowing your brand inside and out, and using the unique attributes to inform your marketing decisions and design brand experiences that will resonate with consumers long after the transaction is complete

Canva is one tool that provides AI templates

A sensory core lets you go a level deeper.

In a world where AI-generated content is increasingly becoming the norm, a bespoke, authentic, sensory-led strategy is the antidote. Brands that lean into holistic experiences, connect with customers on a deeper, more emotional level, are the ones that will stand the test of time. Whether it’s through the feel of your reception chairs, the soundtrack on your hold music, or the scent that lingers long after a customer leaves, let your sensory assets work harder for your brand, with experiences to create lasting memories and strong brand relationships. That’s where the real magic happens.

Ready to create a truly distinctive brand experience? At BrandSensory, we specialise in helping businesses design unique, sensory-rich brands and experiences that leave a lasting impression. Curious? So are we. Contact us today and let’s create something unforgettable.

Sources: 1 Walnut Unlimited. 2 Sprout Social.