Why Brands Are Doubling Down on Live Events in the Age of AI Noise

As brands struggle to break through digital noise and AI-generated content, many are relying on live events as the best way to deliver high-touch experiences that deliver results.

At Skift Meetings Forum 2025, Brendan Brown, senior vice president and global head of strategy at George P. Johnson (GPJ), described today's internet as a "spammy or sloppier, noisier web than ever." As a result, live events must now "do a lot more heavy lifting than [they did] in the past."

But brands are not looking for standard booth packages or basic sponsorships. According to Brown, there is an "unwillingness to invest in something that is cookie cutter." Many clients now prioritize branded content or what GPJ calls native sponsorships, which he described as "less like logo slapping, and more intentional integration into the content, the story or the actual experience."

Please select this link to read the complete article from Skift Meetings.