Marketing’s 'Coachella' returns with a big question: Can brands feel authentic in the AI era?
Marketers are facing an interesting conundrum. While consumers are living in the AI era, the younger generation among them — mostly Gen Zers and older Gen Alpha (aka “digital natives”) are also seeking a break from their ubiquitous virtual lives.
Many of them, more recently, are keen to pursue analog and tactile experiences.
How should brands and marketing experts respond and adjust their strategies to adapt, in real time, to these fast-moving shifts in consumer behavior?
Expect the topic to draw some collective brainpower at the upcoming fourth annual POSSIBLE Marketing Conference that kicks off in Miami Beach, Florida on April 27-29.
The three-day leading industry event is slated to pull in close to 7,000 attendees and feature more than 100 speakers — among them tech entrepreneur and cofounder of Reddit Alexis Ohanian, Issa Rae (founder & CEO, Hoorae Media), Terence Riley, chief brand officer of Crocs, Casey De Palma (chief brand communications officer with Unilever US), Laurie Lam (chief brand officer, e.l.f. Beauty) and Jamie Richardson (CMO of White Castle)— discussing consumer marketing, the intersection of business and society, and technology and innovation in keynote addresses, masterclasses, interactive workshops and other sessions spread across multiple days.
Also included in this year’s event is a new Creator Economy Academy, where the focus will be on studying how marketers and brands can collaborate with creators, who are establishing themselves as the newest media powerhouses.
“We have a lot of retail CMOs speaking. That’s for sure a sweet spot for us,” Leah Steinhardt, POSSIBLE’s vice president of marketing, said in an interview with Bagable.com.
Another hot topic at the event will again center on creators. “It’s 100% extremely topical. In 2026, I don’t think anyone thinks about content creator or influencer marketing as an add-on,” Steinhardt said. “It is literally part of the marketing strategy now. To hear from Terence Riley, or Laurie Lam about how the creator/influencer component builds out their marketing plan for the year will be very insightful.”
“Whether it’s the creator track, or sports marketing, which has gained a lot of momentum with the emerging celebrity athlete entrepreneur, or the influencer that’s driving marketing strategy, brands are trying to figure out how are these trends interconnected and how can we leverage them in the most authentic way,” said Steinhardt.
Retailers and brands are also navigating a turbulent environment as they factor in tariffs, economic pressures on households and the impact of geopolitical uncertainty on their businesses. “We are in uncertain times. It’s been interesting to see how this community of experts rallies around one another to offer support and guidance,” she added.
—Bagable.com is a media partner of POSSIBLE Miami 2026.
[Use code MARP000153RMS for a 30% discount off registration for POSSIBLE Miami 2026]
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