Why Experiential is Sparking a 'New Age of Romanticism'

The machines were supposed to know us better than we know ourselves - to serve up the perfect song, the ideal meal, the lover we never knew we wanted. But something’s gone wrong. The algorithms have made everything dull, predictable, and eerily frictionless. In response, a new rebellion is brewing: a return to beauty, to chaos, to the exquisite mess of being human. 

Welcome, the “New Age of Romanticism”, where people are starting to recognise the dullness that tech - with all its metrics and algorithms - has given us. Look on LinkedIn today, and you will see industry-leaders condemning the ‘new era’, sharing posts of old ads from the ‘golden age of advertising’, and showing dismay at the influx of drab, forgettable content that fills our lives. We are yearning for times past. 

Towards the end of the 18th century, Romanticism erupted as a cultural movement that rejected the industrial revolution - championing emotion, nature, and individual expression instead. It sought beauty in imperfection, valuing the raw, the unpredictable, and the sublime. These ideals are now resurfacing in response to today’s tech-driven, algorithmic world, and the rumblings of anxiety around the new world under AI. 

Our industry needs this rebalancing. We are bombarded with headlines about how “AI will streamline X process”. Creatives, already struggling, have to see the latest Large Language Models  (LLMs) churn out impressive content at lightning speed. Even leadership is worried - Nearly 70% of global marketing and creative leaders expressed fear of job displacement due to AI, according to a Canva survey. This tells us that we are yearning to return to the organic, the handmade, the unpredictable, and deeply emotional storytelling.

In a world where every click is tracked and every impulse pre-programmed, people are turning away from the relentless efficiency of digital routines and seeking something real. Something messier. Real-world experiences - whether it’s stepping into a pop-up that smells of fresh paint or getting lost in an immersive show - offer the chaos, the surprise, the beauty of human touch. It’s the opposite of the machine. It’s the serendipity of not knowing exactly what comes next, and the raw, unpredictable pleasure of just being in the moment.

Brands are waking up to a simple truth: people want to feel something. Forget the cold logic of algorithms, in all its messy, emotional glory, is what makes an impact. Brands have to elicit genuine feelings with moving storytelling, beautiful visuals, and an atmosphere that pulls people in. It’s not enough to just sell a product, brands should aim to create moments, memories, and a visceral experience that lingers long after the interaction ends.

LEGO's approach is the perfect example. Their playgrounds invite creators of all ages to explore, experiment, and rediscover the joy of pure imagination, free from rigid instructions. Or take Salesforce's Dreamforce, which reimagines the tech conference by blending business with adventure, where connections are forged by campfires, not just screens. These examples highlight a growing trend. According to a 2023 Benchmarking Report by the Event Marketing Institute, 74% of consumers say that attending live marketing events makes them more likely to purchase the products being promoted.

Embrace the thrill of serendipity, designing experiences that encourage discovery over pre-determined, data-driven paths. The rise of craftsmanship highlights a shift toward limited editions, in-person workshops, and artisanal products, offering a break from mass digital interactions. At the heart of this movement is a focus on human connection, where events and activations prioritise real-world relationships over digital engagement metrics.

In this New Age of Romanticism, the most successful brands will be those that strike the delicate balance between technological efficiency and human soul. As AI-generated content becomes ubiquitous, experiential marketing emerges not just as a channel but as the battleground where authentic connections are forged. Smart marketers won't reject technology but will wield it with intention, using data to eliminate harmful friction while preserving the beautiful chaos that makes us human.