While AI has the power to revolutionise business operations, marketing strategies, and customer experiences, it still faces limitations in one critical area: authentic storytelling. That’s according to our client, Sabri Suby, founder of Australia’s fastest-growing digital marketing agency, King Kong, during a recent fireside chat at SXSW Sydney.
Talking to moderator Damian Francis on stage at the packed event, Suby stressed the importance of storytelling in marketing, emphasising that your ads and content need to earn attention. “If your message isn’t sharp,” he warned, “your profits shrink.”
And can AI deliver the kind of emotionally charged, authentic storytelling that resonates with human audiences? Suby says not yet. He emphasised that good stories need authenticity and emotional resonance, elements that AI currently struggles to replicate:
“For storytelling, AI is not yet able to produce that brand vision or the authentic soul,” he said. “I like to bury myself in Reddit forums, comment sections, and long threads to understand what keeps people up at night. The market leaves breadcrumbs, and that’s where you find the stories.”
For now, deep market research—using real human emotions, struggles, and desires—must remain at the core of creating compelling narratives. Tapping into what resonates with audiences is crucial to success in marketing, whether it’s memes, viral TikTok videos, or real-life comments from consumers.
Another question was around how small and medium-sized businesses (SMEs), which may not have the financial resources of larger corporations, can embrace AI. Suby stressed that business owners need to decide whether they have more time or more money:
“You either pay with time or with money. If you have more time, you need to become your own Chief AI Assessor. Literally go into ChatGPT, input your org structure, and ask it where you could optimise your business with AI.”
This DIY approach to AI integration allows smaller businesses to harness the power of AI without having to make large financial investments upfront. For those willing to invest time, AI tools can help craft business strategies, streamline operations, and even write personalised marketing plans.
Suby admitted brands that fail to refine their messaging will find their customer acquisition costs spiralling. “The cost to advertise is only going one way, and that’s up,” he said, attributing the trend to the influx of institutional money into digital ad platforms.
“You can’t just exist like businesses used to,” said Saby. “Consumers expect way more. They expect you to entertain and provide value well in advance of any business solicitation.”
As the session wrapped up, there were some final words of wisdom from the panel on what it takes to stay relevant in today’s fast-moving market:
- Adapt or be left behind: Whether you’re in film marketing, retail, or any other industry, integrating AI into your business is not just a “nice-to-have” anymore—it’s essential. As Sabri said: “You either disrupt your own business or get disrupted.”
- Be a student of the market: Constantly immerse yourself in what’s trending, what resonates with your audience, and where their attention is going. Don’t be afraid to get granular and take notes from the memes, TikTok videos, or Reddit threads that are gaining traction.
- Leverage your resources wisely: If you’re strapped for cash, use AI to optimise your workflow, generate business plans, or handle repetitive tasks. If you’ve got the budget, hire experts who can integrate AI deeply into your strategy.
Interested in building a robust communications plan for your business? Get in touch with Pure Public Relations today for your free 30-minute consultation.
