The international situation in 2025 remains uncertain, with ongoing geopolitical conflicts in Europe and the Middle East, tense US-China trade relations, and various factors hampering global trade cooperation. With industries under pressure, only brands that carefully assess the situation and flexibly apply popular trends to create quality-focused solutions will have the opportunity to stand out and establish ‘recession-resistant’ businesses.
AI and Data-Driven Personalised Brand Strategies
In recent years, AI-related technologies have emerged in abundance, with DeepSeek being a prime example that recently took the world by storm. Major enterprises place high hopes on AI to improve operational efficiency. The brand marketing industry is no exception; event planners can use AI to predict consumer behaviour patterns and needs during the preliminary stages, developing personalised proposals and continuously observing participant preferences during events to make real-time content adjustments that add uniqueness. Personalised experiences not only help brands establish meaningful connections with audiences but also increase sales conversion rates.
Last year at Tencent Global Digital Ecosystem Summit in Shenzhen, Pico set up over 50 camera-based data monitoring points, using cameras to collect visitor flow data. Through AI real-time heatmap, visitor behaviour mapping, performance analysis and evaluation, we established an event data asset library to continuously compare performance with similar events, aiming to maximise event value and ROI.
Eliminating the Boundary between Reality and Virtuality: Immersive Interactive Experiences
Apart from AI and data analytics, another technology that helps cater to audience preferences is VR/AR, which assists marketing activities in breaking down barriers between virtual and physical realms. Audiences can transcend space and time to interact with event content, engaging their senses and emotions comprehensively to create unique and lifelike experiences.
‘Horizon of Khufu: A Journey in Ancient Egypt’ is currently on display at Sea World Shenzhen, where participants can use VR to travel back 4,500 years, explore inside of the pyramid, and even gaze upon the panoramic view of the Giza Plateau from the top. This project has been held in numerous cities across China, with a cumulative audience exceeding 300,000, demonstrating the effectiveness of VR and immersive experiences.
Technology is undoubtedly a powerful tool, but one must avoid blindly pursue immediate results. Adapting to circumstances, staying true to core brand values, and establishing long-term goals are essential for maintaining growth momentum in an unstable economy.
