• June 30, 2025

Agency Insights: Unlock the power of Audience-ology

Agency Insights: Unlock the power of Audience-ology

Agency Insights: Unlock the power of Audience-ology 899 598 micebook.

As part of Audience’s Unlock the Power of Audience-ology workshop series, brand leaders from JLL, Mott MacDonald, Deloitte, and Hiscox were invited to dive into two of the most pressing challenges facing B2B marketers today: how to deliver premium, high-impact experiences on limited budgets, and how to harness AI with confidence and authenticity.

Here, the agency shares the core insights from the day as five actionable recommendations, designed to help brands translate conversation into impact.

1. Design high-impact experiences with smart creativity

Key Insight: Marketing budgets are under pressure, but high-quality experiences don’t have to come with a high price tag. Strategic creativity, such as choosing characterful venues to crafting unexpected delight moments, creates a premium feel without premium spend.

Our recommendation: Start with limitless thinking, then refine for budget. Encourage your team to ideate big without constraints. Use that blue-sky thinking to uncover standout ideas, then identify which elements can be realistically scaled down while maintaining emotional impact. Focus on clever design, strong content, and meaningful details that elevate the experience without inflating costs.

2. Use AI as a creative partner, not just a tool

Key insight: AI works best when it supports exploration, not just execution. It excels at generating ideas, testing variations, and uncovering unseen connections, but still relies on human judgment to shape the right outcomes.

Our recommendation: Integrate AI early in your creative process. Use it to stretch thinking, build momentum, and explore angles quickly, not to shortcut strategy or final decisions. Start with a challenge, then bring in AI to help explore potential solutions. Always apply human oversight to guide, edit, and elevate AI-generated ideas to ensure they align with brand and audience needs.

3. Keep human connection at the heart of AI

Key insight: Audiences crave authenticity. AI can support meaningful engagement, but it must be used with care. Over-reliance on automation risks undermining trust and making interactions feel impersonal or artificial.

Our recommendation: Use AI to enhance, not replace, connection. Apply AI to personalise touch points, simplify navigation, and enable better networking, especially for introverted or new attendees. Test AI applications thoroughly before going live and prioritise tools that improve usefulness and connection over novelty. Ensure every AI-enhanced moment supports a human-centred, emotionally resonant experience.

4. Build every experience from audience insight

Key Insight: Audience-led design delivers greater relevance and resonance. Understanding behaviours, mindsets, and motivations through a blend of data, observation, and creativity unlocks more impactful experiences.

Our recommendation: Anchor every decision in audience insights. Use AI and research tools to uncover what your audience truly cares about, such as content preferences and engagement triggers. Apply those insights to shape event flows, messaging, formats, and environments. Let audience needs guide innovation so every touchpoint feels intuitive and intentional.

5. Embrace prototyping to accelerate ideas across teams

Key insight: AI breaks down traditional creative silos. It enables faster prototyping and empowers non-specialists to visualise ideas early. But output that’s too polished too soon can shut down collaboration before it starts.

Our recommendation: Make rough prototyping a standard part of early stage thinking. Empower teams across disciplines to use AI to sketch and test ideas quickly. Keep initial outputs deliberately low fidelity to encourage feedback and openness. Then, bring in creative or technical experts to evolve and refine those ideas into final assets. Use AI to widen creative participation, not to bypass the creative process.

Join Our Community

Join our community and receive the latest trending industry news in our weekly Departure Lounge and exclusive invites to events