Creators, culture and code
The future of tech-driven storytelling.
In our current digital landscape, where entertainment, culture and advertising compete on the same platforms, brand storytelling is experiencing a major shift. Among today’s most powerful storytellers aren’t big agencies or traditional ad creatives – they’re tech-savvy creators who know how to successfully captivate one of today’s biggest audiences: Gen Z.
How can brands, together with creators, harness the power of new technologies – including AI, CGI and digital art – to enhance their storytelling capabilities and build lasting connections with the next generation of consumers? Let’s take a closer look.
Image via Harvard Business Review
Why old-school advertising no longer works
Social media hasn’t just changed how we consume content – it’s also rewired our attention spans. Platforms like TikTok and Instagram flood users with fast, dopamine-fuelled content to encourage endless scrolling. But with Gen Z’s average attention span shrinking to around eight seconds, traditional advertising methods now struggle to grab eyeballs.
While influencer collaborations once helped brands connect authentically with younger audiences, face-to-camera content now feels formulaic and gets easily lost in saturated feeds. With over 500 hours of content uploaded to YouTube every week, standing out demands storytelling that’s culturally relevant, visually striking and immediately engaging.
Today’s creators are also more than influencers – they’re educators, entertainers and community builders. Studies show that 53% of consumers interact with influencers who share their personal values, while 80% are more likely to purchase from brands that partner with creators across various channels.
This is where emerging technologies – such as AI, CGI and digital art – are becoming game-changers. Brands and creators can now leverage these tools to build immersive, compelling experiences that resonate far deeper than traditional marketing can.
How technology is enhancing brand storytelling
Technologies once reserved for high-budget productions are now widely accessible through everyday apps and software, opening new creative possibilities for brands and creators alike.Â
Virtual influencers – created through everyday CGI and AI tools like Midjourney and Stable Diffusion – have become a popular way for brands to engage younger consumers. Their limitless customisability allows brands to shape AI characters to consistently reflect their voice and target market. Take Lil Miquela, for example: launched in 2016, she has evolved into a multimedia figure with ad campaigns, music releases and 7.2 million followers across platforms. Today, more than 150 AI-generated influencers, including Lu do Magalu, Kenza Layli and Leya Love, are enabling brands to create interactive, personalised content that resonates with Gen Z audiences.
Mixed reality is also transforming how brands engage with people by enabling more immersive, interactive experiences – where users become active participants, rather than passive observers. This includes product demonstrations, virtual try-ons and engaging storytelling environments that feel personable and memorable. For creators, these technologies aren’t just tools – they’re pathways to enhanced forms of expression, allowing brands to spot trends early, build culturally relevant content and drive deeper audience engagement. It should come as no surprise that 48.7% of advertisers now regularly integrate AI into their campaign efforts
Key strategies for tech-shaped storytelling
To succeed in this new environment, brands must rethink their approach to how creators and content truly work.Â
First, social media should be prioritised and platforms should be treated as serious cultural arenas – and brands shouldn’t be afraid to invest in high-quality production and embrace experimentation to craft standout content. Brands should also stay culturally aware by understanding audience values, conversations and goals, and partner with creators who can authentically reflect them.
Finally, it is important to look beyond trends – while they offer inspiration, they’re not the finish line. Real breakthroughs come from brands willing to take creative risks.
Image via Virtual Humans
What’s next for the future of tech-driven storytelling?
The future of storytelling is poised for a radical transformation. As AI tools mature, the focus will shift from automation to artistry, requiring real creative vision to produce standout work. Future campaigns are also set to be shaped by real-time audience interaction, which will, over time, help build deeper brand narratives that are more fluid and engaging.
AR and VR, which blend digital and real-world experiences, will also integrate into everyday experiences – from immersive shopping to augmented brand events. AI’s ability to spot cultural trends will also help brands stay agile, and the rise of virtual influencers are offering new, scalable ways for marketers to connect with Gen Z consumers. Brands and creators that embrace these innovations can redefine how they engage audiences and craft stories that are more personable, creative and deeply resonant. The path forward for brands isn’t just about staying on top of trends – it’s about finding partners that can blend cultural insight with technological fluency to tell stories that feel real, fresh and unique.
By Craig Miles, Creative Director at SuperHeroes