AI, Generational Storytelling & Other Top Digital Summit Takeaways

Last month  Digital Summit LA provided a vibrant gathering for our team to explore the latest trends and innovations in digital marketing. We found the discussions around artificial intelligence (AI), storytelling, and audience personalization to be especially interesting.

If you’ve never attended one of the Digital Summit conferences (they are held in cities throughout the US all year long), then take a look at these top takeaways and insights about the event, provided by two of our senior agency leaders -- Director of Client Services Chris Lelles and Senior Client Services Manager Angel Pizano-Hernandez:

1. AI’s Growing Influence on Marketing

AI is no longer just a buzzword; it’s a transformative force reshaping how marketers approach content creation and analytics. A standout presentation by Kirstin Benson, VP of Global Entertainment at Getty Images, focused on AI's role in visual storytelling. She emphasized the importance of crafting precise AI prompts to achieve compelling and audience-relevant visuals. Her advice to marketers was to avoid vague or overly simplistic prompts; instead, aim for specificity and clarity to maximize AI’s creative potential.

Beyond visual creation, AI-driven analytics are revolutionizing campaign performance. These tools help marketers refine their strategies by offering actionable insights, enabling more effective targeting and engagement.

2. Storytelling Across Generations

Marketers must tailor their messages to resonate authentically with diverse generational audiences. Whether engaging Baby Boomers, Gen X, Millennials, or Gen Z, the key is understanding their unique values and communication preferences. The emphasis on visual creativity was clear: storytelling should transcend features and benefits, focusing instead on emotional connections and personalization. By prioritizing audience-centric content, brands can build trust and foster loyalty across demographic lines.

Our team completely agrees with this approach, and to more comprehensively target, align and engage with today’s diverse audiences, we also recommend using custom audience building and an omni-channel strategy for your campaigns. According to recent McKinsey research, 72% of B2B companies that sell via seven or more channels grew their market share.  Check out this case study on an omni-channel B2B2C strategy that drove successful outcomes for an OMI client.

3. Overcoming Content Challenges

In today’s fast-paced marketing environments, the demand for high-quality, personalized content has reached unprecedented levels. Attendees discussed the need for innovative strategies to meet this demand while navigating common challenges like copyright considerations and scaling content production. AI tools are playing a pivotal role here, offering solutions to generate tailored content at scale.

4. The Event Experience: Hits and Misses

We appreciated the engaging and friendly atmosphere of Digital Summit LA. The setup was well-organized and many of the speakers left a lasting impression. As a regional event, it is ideal for those who want or need to stay close to home yet still have the opportunity to elevate their industry knowledge.

However, it leaned more toward vendors than practitioners, and while the ideas shared were valuable, we felt the agenda could have been broader to better address the full scope of challenges we face each day. The event was on the small side as far as the number of speakers and attendees. A marketing conference with a larger footprint that opens our eyes to new possibilities and opportunities for growth is on our radar for the future.

Final Thoughts

Digital Summit reinforced the importance of staying ahead in a rapidly evolving marketing landscape. From AI-powered tools to generational storytelling, the insights gained serve as valuable guideposts for crafting impactful campaigns. As the role of technology continues to expand, the biggest takeaway for our team was that marketers must always embrace innovation while keeping their messaging authentic and audience-centric.

Did you attend any marketing conferences this year? If so, which events would you recommend? We’d love to hear from you.

Feel free to reach out to our team for insights into the solutions that our Fortune 2000 clients are using to advance their marketing in the New Year -- from custom audience building for email marketing and media activation to B2B2C data that elevates marketing reach and personalization.