Live Lab: What Shapes the Future of Live Communication
84 percent of respondents consider live communication to be important—as shown in the first «Here & Now» Insight Report from Live Lab. The Zurich-based industry barometer sheds light on why face-to-face interactions are becoming increasingly important in an AI-driven world.
Live Lab Analyzes the Future of Live Communication
How relevant are in-person interactions in a world increasingly shaped by artificial intelligence and digital content? The Zurich-based agency Live Lab has published the results of its first «Here and Now Survey»—a new annual industry barometer that examines trends in the future of live communication within organizations. The survey is aimed at decision-makers in marketing, communications, experience, and C-level leadership at Swiss organizations—with a focus on the perspectives of those who commission and are responsible for live communication.
High relevance, rising expectations
The results are clear: 84 percent of respondents consider live communication to be important—and according to the report, expectations for the coming year are continuing to rise. When asked about the most important goal of live formats, 56 percent cited creating emotional connections, followed by nurturing relationships at 50 percent and building trust at 22 percent. These figures underscore that live experiences are far more than just operational communication measures—they are considered a strategic tool for strengthening connections between organizations and their target audiences.
At the same time, the report highlights a gap between aspirations and reality: efficiency and budget considerations often take precedence over storytelling and impact. Although artificial intelligence is widely used, it has so far played a minor role in the live sector—a sign that Live Lab interprets as evidence of the special value of genuine, human interaction.
«You can't deepfake a room»
With the motto «You can’t deepfake a room,» Live Lab sums up what the data is intended to confirm: In an era in which digital content is becoming increasingly easy to generate and falsify, live experiences are gaining importance as a reliable space for communication. The full Insight Report is available exclusively to anyone who signs up for the Live Lab newsletter.
Podcast Explores Emotional Connections and Brands
The latest episode of the Bla Bla Lab podcast explores what emotional connection really means. In it, Jonathan Schwarz, Managing & Creative Director at Live Lab, speaks with science communicator and author Dr. Annemarie Melzer about the connection between love, consumption, and brands—about longing, belonging, and identity, as well as the question of why some brands function almost like relationships.
Live Lab is an agency based in Zurich, Dubai, and Riyadh that specializes in live communication, events, and brand experiences. According to the agency, its focus is on strategically designed encounters that build connections and make an impact.
More information: https://www.livelab.com
