Written by: Marcel Swain, MD dentsu X
Let’s be frank, today algorithms decide what we see, when we see it, and sometimes how we feel about it, brands face a stark choice: engineer experiences that matter or disappear into the feed. We’re deep into the algorithmic era—where platforms serve content at lightning speed, AI anticipates our every move, and convenience often trumps connection. Yet despite all the data, automation, and precision targeting, something essential is at risk: meaning.
The Experience Shortfall
It’s easy to fall into the trap of optimisation. Brands pump out content that ticks all the boxes—relevance, timing, format—but still falls flat. Why? Because it’s engineered for systems, not for people. Meaningless interactions are a silent budget killer. Every forgettable ad, every swipe-past story, every generic email—that’s money spent for no return. In today’s landscape, attention is expensive. Wasting it is inexcusable.
When content blends in, it vanishes. When it moves you, it sticks.
Making It Matter
The best brand experiences don’t just meet expectations—they disrupt them. They feel unexpected, even a little uncomfortable. They invite participation rather than demand attention. Think of brands like Duolingo or Liquid Death—unapologetically different, culturally aware, and anything but forgettable.
These brands don’t rely solely on AI to shape their narratives. They use it as a tool, not a compass. They understand that data should inform, not replace, human intuition. If AI is the engine, then culture is the fuel. And culture doesn’t run on precision—it runs on emotion.
Culture Over Code
This is where many brands miss the mark. In chasing personalisation at scale, they forget what made their audience care in the first place. Not the product specs. Not the retargeting. But the feeling. The smartest use of AI isn’t about tighter segmentation—it’s about creative freedom. Using insights to find opportunities for storytelling, not just optimisation. Letting tech do the heavy lifting so humans can do the heavy thinking.
IMAGE: Right- IZA a Brazilian singer, Left- AI Generated Image
It’s not about human vs machine—it’s human plus machine. The blend of emotional intelligence and artificial intelligence. But the human bit has to come first.
Beyond Visibility
Brands that win in this space are those brave enough to slow down. To resist the urge to fill every gap with content. To focus on resonance, not reach.
They ask different questions:
- Not “What will get clicks?” but “What will start conversations?”
- Not “How many saw this?” but “How many felt this?”
- Not “Did it convert?” but “Will they come back?”
That shift—from metrics to meaning—is where experience begins.
Designing for Depth
Designing experiences in the algorithmic age isn’t about defying the system. It’s about knowing where the rules help, and where they hurt. Brands need to be nimble enough to embrace tech, but bold enough to challenge it.
That might mean prioritising community over campaigns. Creating moments that invite friction, not just ease. Or building stories that don’t just sell, but say something.Because in the end, the algorithm will always change. But how people feel—that’s what lasts.
ABOUT MARCEL SWAIN BIO:
Marcel Swain is the Managing Director for Dentsu X South Africa, who is at the helm of driving the agency’s expansion across the continent. With over 20 years of experience in global marketing and innovation, Swain brings extensive expertise in brand transformation, product innovation and strategic growth. Swain’s career includes leadership roles in major FMCG brands, where he played a pivotal role in revitalising well-loved consumer products and launching innovative offerings.
