Business leaders view immersive experiences and human interactions as key advantages in AI era

Artificial intelligence is accelerating a shift in the country's creative economy, making emotional engagement and immersive experiences increasingly important as the cost of producing digital content falls, according to business leaders from cultural, entertainment, and tourism industries.

The rapid adoption of generative AI has lowered barriers to content creation across industries, prompting companies to rethink how they attract and retain consumers as online content becomes more abundant and competition for attention intensifies, they said.

The comments came during a forum on Sunday marking the 20th anniversary of Cheung Kong Graduate School of Business' cultural and creative industries program, where business leaders discussed how AI, changing consumer behavior, and rising competition for online attention are reshaping growth strategies.

Li Yang, an associate professor of marketing at the business school, said companies can no longer rely solely on platform traffic and short-term exposure, arguing that brands increasingly need to build lasting emotional connections with consumers.

"The most interesting thing about marketing is understanding how people change," Li said, adding that shifts in media platforms and consumer behavior continue to reshape how companies attract attention.

He said the evolution of media — from television and the internet to mobile platforms and algorithm-driven distribution — has repeatedly changed how brands reach consumers, making adaptability increasingly important.

Several executives said AI is lowering barriers to content creation while increasing the value of experiences that cannot easily be replicated by technology.

Yang Zongling, founder of entertainment marketing company Century KP, said businesses should focus less on reaching the widest possible audience and more on creating deeper user engagement, arguing that authentic human interaction could become a key competitive advantage in the AI era.

"Technology will continue to reduce the cost of producing content, but genuine human connection and real-world experiences will become increasingly scarce and valuable," he said.

Wang Guan, museum operator and cultural industry executive, said museums are evolving from exhibition venues into integrated cultural consumption spaces, citing the growing importance of merchandise, immersive exhibitions, and digital experiences in generating revenue.

Gao Liandun, co-founder of game developer iDreamSky and chief strategy officer of robotics company XDream Robotics, said AI and robotics could further increase demand for products and services that provide emotional value, companionship, and entertainment.

As AI takes over more routine production and service tasks, people are likely to have more leisure time, making demand for cultural experiences and emotional fulfillment increasingly more important, Gao said.

A panel featuring business leaders from Trip.com, Happy Mahua, and consumer brands also highlighted growing investment in immersive tourism, live entertainment, and branded experiences as companies seek to convert online attention into long-term customer relationships.

The forum brought together nearly 800 alumni and industry participants from sectors including film, gaming, tourism, consumer brands, and technology, reflecting the increasingly blurred boundaries between culture, consumer industries, and emerging technologies.