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Its initial impact has delivered increased productivity in manufacturing, improved analysis in health, greater insight in retail, and sped up legal processes.
We know the general public is now used to hearing lots about ‘ChatGPT’ even if they’re not entirely sure what it actually does, or what it means for them. But they have also been given much reason to fear the rise of artificial intelligence, with story after story claiming it will leave them unemployed.
For an experiential marketing and event agency like Marble, the role of AI is of huge consequence to our clients in legal, business, finance, and technology. 
But while it is an enabler – one that can deliver greater socioeconomic equality, reduce human error, and improve client and customer experience – it also brings concerns over biased algorithms, the rise of deepfake pictures and videos, and its ability to be misused for scams or fraud.

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For many, confusion still reigns, so perhaps we’re asking the wrong questions about artificial intelligence; all getting caught up in the chatter and cliché rather than the realities.
For example, beyond headlines about redundancies and the dangers of cyber warfare, are we ensuring enough people even understand the differences between the various types of AI.
The data would suggest not. According to <a href="https://www.gov.uk/government/publications/public-attitudes-to-data-and-ai-tracker-survey-wave-3/public-attitudes-to-data-and-ai-tracker-survey-wave-3">research by the UK government in February 2024</a>, the vast majority of the public (95%) have now heard of AI. But among older age groups, just six in 10 (62%) of those aged 55+ said they could explain it. That compares to three quarters (74%) in the 18–34 group.
Following the recent general election, the new Labour government has affirmed its aim of making the country a leader in AI and leveraging it for economic growth. This makes it critical for all levels of society to be educated on the pivotal role it will play. 
Within boardrooms, the rush to embed AI must also be tempered by increased understanding, not just for the C-suite but for all levels of an organisation. For instance, a <a href="https://uk.newsroom.ibm.com/IBM-Study-6-Hard-Truths-CEOs-Must-Face">study by IBM</a> suggests two-thirds of UKI CEOs (64%) are pushing to adopt Generative AI more quickly than some employees are comfortable with.

Complexity and misunderstanding

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At Marble, we are all about creating experiential marketing and live events that capture the zeitgeist, drive conversations, and offer actionable intelligence. 
So, what does a more intelligent and honest conversation about AI look like?
To start with, we must ensure everyone knows the difference between Generative AI and Predictive AI. The former is a creation tool for text, images, audio, and video – such as ChatGPT. The latter uses a wealth of internal and external data to find patterns, anticipate behaviours, and flag up or warn of potential outcomes.
Then there are Large Language Models (LLMs), a subset of Gen AI, which can train online chatbots to appear as if the answers they provide to questions are coming from a real human.
Last year, <a href="/2023/10/02/emerging-technologies-its-not-how-we-do-it-its-should-we">Marble held an event</a> looking at various emerging technologies, including AI and web3. Our expert panel was able to sit down and discuss with an audience their ramifications in a simple, coherent, and informative way – examining everything from TikTok algorithms to who owns our data and what rights do companies have to use it.
By delving deeper into the detail, rather than continuing with the hyperbole, we can take everyone, young and old, on this exciting journey.

The benefits of discussion

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Delivering on AI’s promise can only happen by getting together in person to discuss it – rising above general talk of features to instead debate impacts. 
For instance, a live event for legal professionals could focus on the time-saving role Generative AI is having on their day-to-day work, but also raise the ethical issues related to it plus concerns over so-called Hallucinations creating mayhem for their cases. These occur when AI is so desperate to offer an answer that it makes one up to sound as plausible as possible.
And given a <a href="https://www.lexisnexis.co.uk/insights/lawyers-cross-into-the-new-era-of-generative-ai/index.html">survey by LexisNexis</a> shows a sharp increase in lawyers regularly using Gen AI tools, the importance of hosting more and more industry events to explain and challenge its use could not be clearer. It found usage rose from 15% in July 2023 to 26% a year later.  
Other sectors have a crucial need for similar live events or experiential marketing. 
Among Venture Capitalists, <a href="https://www.spglobal.com/marketintelligence/en/news-insights/latest-news-headlines/how-top-vcs-are-placing-their-growing-ai-bets-81722741">S&amp;P Global Market Intelligence data</a> from the first quarter of 2024 showed the top 35 VC firms announced 51 AI funding rounds, up from 31 just 12 months earlier. This means for those working in Finance or Business, its future role must be debated and drilled down into.
Artificial intelligence is transformative. However, its successful adoption can only be achieved by industries coming together to discuss, design, and embrace a shared vision for its use. By getting together far more frequently, we can not only talk it through… but also talk it up.

A shared vision

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Are we asking the right questions about AI?

We recently published a piece on <a href="https://marblecreative.co.uk/is-the-bookstore-the-best-new-event-space" target="_blank" rel="noopener">bookshops</a> &#8211; the great cathedrals of learning and life which will, I hope, forever hold a special place in my heart. My favourite bookshop is perhaps the most famous of all: Shakespeare and Co in Paris. The mythical history of the bookstore is one well told but for me, it&#8217;s not the physical place, or the beautiful building, that makes this shop special. Nor is its association with some of the great writers of the past 100 years. It is the human spirit that makes Shakespeare and Co remarkable. George Whitman, the legendary proprietor until his death in 2011, said: ‘I believe we’re all homeless wanderers in a way&#8230; The philosophy of the bookstore is to reciprocate the hospitality I received in the past.’
This sentiment reminded me of the Latin word, hospes; a wonderful word which interchangeably means &#8220;guest&#8221; and &#8220;host&#8221;. Receipt and delivery. Ultimately the word reminds us that, regardless of setting, in spite of size, a great event is about how people feel. Generosity of spirit. And that this is a two way street, like all great relationships.
This piece is supposed to be about the similarities and differences between &#8220;macro&#8221; and &#8220;micro&#8221;. I am pretty sure I have failed to write anything conventional or even convincing. But, for me, the power of being made to feel welcome – at home – is what creates the magic, the vibe. Size, as someone once said, is irrelevant.

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MAC-106

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Macro vs micro events - the alchemy of in person gatherings

In case you haven’t noticed, the “analogue revival” continues at pace, perhaps most noticeably spearheaded by the wonder of vinyl records. The format that was once relegated to the charity shop and car boot sale is now, once again, the industry’s best-selling format. Barely one million new vinyl albums were sold in the United States in 2006. By 2023, it had steadily grown to 49 million pressings annually. In the UK, such is the phenomenal comeback of vinyl that the National Office of Statistics is again using it as one of the products with which to create the Consumer Price Index and measure inflation. Vinyl matters again.
There’s, of course, a long history of audiophilia and sonic hardware craft in the UK. Brands with a rich heritage like Cambridge Audio, bespoke builders like Kevin Scott of Living Voice, and Linn Products, where Jonny Ive has recently created a limited edition of the Sondek turntable. Yours for around £3k. And whilst the fashions of London’s Soho come and go, stores like Sister Ray, Reckless Records, and Sounds of the Universe are long-standing institutions.

Forgotten format to cultural icon

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It’s tempting to think that this is largely the sentimental pursuit of middle-aged men who grew up in the 80s. But standing in the queue on the opening day of the new Rough Trade store in Liverpool, I was rubbing shoulders with a cross-generational and cross-genre bunch of music lovers. Take a trip to one of our favourite haunts, Spirit Land in Kings Cross, and you’ll see just how young and progressive this analogue music gathering really is. Back in the US, one in every 15 vinyl albums sold last year was by Taylor Swift. That’s over 3 million copies and around 7% of all sales. This is an artist whose core audience grew up with streaming services, not hi-fi separates and the crackle of the stylus.
Cynics put it all down to the dark arts of marketing and a smart repackaging of the past. That might carry some weight if it was just a music phenomenon and the analogue obsession didn’t extend to other categories. A similar exciting trend continues in other spaces like magazine publishing and photography, where Polaroid photography is popular enough for Leica to want a piece of the instant action.

Nostalgia meets the now

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Maybe the whole thing is just a collective reminiscence. A longing for simpler days during times of uncertainty. Perhaps the race towards a digitally saturated life left millions of us feeling just a little bit empty, hungry for the touch of something real, textured, and multi-sensory. Whatever the psychological cause, I sit at the bar at Café Mancuso in Bordeaux—vinyl store, vintage sound system, open kitchen, and cocktail bar—and, for the moment, all is right with the world.
At Marble, we deliver <a href="/brand-experience-agency">brand experiences</a> over mere ‘events.’ Yes, digital where it matters, but memorably physical, immersive, and tactile. This autumn, we’re launching our quarterly Marble Social Events, where talks, ideation, and knowledge sharing meet lo-fi food and drink and, of course, analogue sound.

We are a strategic
and award winning
experiential marketing agency.

We’re a strategic
and
award winning
experiential
marketing agency.

Through content,
campaigns and experiences.

Through
content,
campaigns and
experiences.

For brands
For organisations
For communities
For future generations,

For brands
For organisations
For communities
For future
generations,

Marble:
what's your story?

Marble:
what's
your
story?

Work.

We cross cultures, continents and disciplines.

Articles.

Our latest news & insights

We are a strategicand award winning experiential marketing agency.

We’re a strategicand award winning experiential marketing agency.

Through content,campaigns and experiences.

Through content, campaigns andexperiences.

For brandsFor organisationsFor communitiesFor future generations,

For brandsFor organisationsFor communitiesFor futuregenerations,

Marble:what's your story?

Marble:what'syourstory?

Work.

We cross cultures, continents and disciplines.

Articles.

Our latest news & insights

We are a strategic
and award winning
experiential marketing agency.

We’re a strategic
and
award winning
experiential
marketing agency.

Through content,
campaigns and experiences.

Through
content,
campaigns and
experiences.

For brands
For organisations
For communities
For future generations,

For brands
For organisations
For communities
For future
generations,

Marble:
what's your story?

Marble:
what's
your
story?