Remember when personalised algorithms felt like magic? And when you only saw content from the brands you chose to follow? Today, it feels more like wallpaper. We’re fed what we’re supposed to want — but where’s the thrill in that?
While AI is in the process of revolutionising how we live, it’s dulled the spark of discovery. Most AI-generated content lacks originality and churns out oddly similar results. For curious seekers, it just doesn’t cut it anymore. And these curious seekers are exactly the kind of audience brands want to talk to. According to Foresight Factory’s 2025 trend report, “Today, consumers want to break free from the monotony of over-programmed lives.” We’re craving more than just endless scrolling. We want the joy of real discovery.
The return of physical, sensory discovery
This yearning is layered. After years of world-shifting events, particularly post-COVID, the need for genuine connection is stronger than ever. We’ve all become digital natives (or think we have), but that doesn’t mean we don’t crave something deeper. A recent Accenture report notes a "swing toward physical retail as customers rediscover the value of tangible, sensory experiences." 42% said their most enjoyable moment in the past week was physical, and only 15% said the same for digital. It’s clear: discovery needs to extend beyond the screen.
Human first
At our core, it's still fundamental human emotion and sensory connection that bring us together. Human first. Everything else second. Shared experiences. Shared passions. In fact, 73% of consumers are more likely to engage with brands when they feel part of a community. Miu Miu understands this. Their content always feels a step ahead — not only meeting their audience where they are, but where they want to be. The Miu Miu Literary Club is proof. As i-D’s Alex Kessler writes, “At the second edition of the Miu Miu Literary Club in Milan, a fashionable crowd gathered not for gossip or gloss, but to talk de Beauvoir, desire, and the politics of girlhood.” Connection and community at its best.
Brand collaborations that create immersive customer journeys
But you don’t always have to go at it alone. Unexpected brand partnerships can spark brilliant adventures. Yves Saint Laurent recently nailed this with the launch of their more intense MYSLF fragrance in Saudi Arabia under the banner: “Being myself is the boldest thing I can do!” They partnered with Twitch to connect with Gen Z men, creating a branded game that turned viewers into participants. From riddles and treasure chests to interactive mini-games revealing fragrance ingredients, this was more than a launch — it was bold, immersive storytelling.
Customer journeys have never been linear, but the algorithm has made some of us forget that. We need less waffle and more spaghetti — journeys that are tangled, unpredictable, and beautifully human. The opportunity to create new paths — rooted in community, curiosity, and creativity — is here. Consumers are craving it. Let’s bring back the thrill of discovery.