Can you feel me now?
This week I was immersed — and I mean fully immersed — in the Apple Vision Pro while judging the AICP Next Awards. I’ve used a lot of VR before, but this was something else entirely. It was like walking into a dream you didn’t know you needed. Think Sphere meets IMAX, but more intimate. 8K resolution, super-wide field of view, beautifully executed POV storytelling from a director who understood the emotional power of presence.
And yet, as extraordinary as the visuals were, it wasn’t the visual experience that lingered.
It was the sound.
Wearing AirPods Pro — the same ones I use daily, and frankly don’t rave about under normal conditions — I was stunned. Spatial sound. Real dimensionality. Every sonic cue hit in just the right emotional register. It wasn’t just technically impressive, it was empathic. It made the visuals feel human. It made the narrative feel lived. I took off the headset and returned to real life, but the sound stayed with me.
It reminded me of a conversation I had back in 2020 with Uli Reese For his book 101 Great Minds — one that feels even more relevant now.
“Sound allows you to connect with something in an even richer way than visual does.”
That’s what I said back then, and today, with AI, spatial computing, and immersive platforms becoming part of our brand ecosystems, I stand by it even more.
When we think about AI and marketing, most of the conversation is either visual (generative image/video) or agentic (service/chat/voice). But we’re missing something powerful: sonic AI.
In 2020, I called it designalog — a new kind of brand vocabulary rooted in sound. Not jingles. Not radio. But adaptive, contextual, emotive audio that can shift based on environment, intent, or even mood.
AI is now making that not only possible — but scalable.
Why sound matters now more than ever
We’re moving into screenless experiences. Whether it’s wearables, smart speakers, or spatial interfaces, we’re entering an era where sound is often the first — and sometimes only — way people will engage with a brand.
Audio is more intimate than visual. Visuals can dazzle, but sound resonates. It bypasses logic and hits memory, mood, and meaning directly.
AI can now help brands define a sonic identity. Not just a logo or tagline. A mood. A tone. A presence that adapts to different moments but still feels consistently them.
What marketers can do now
Audit your sound. Ask yourself: does your brand have a recognizable voice, tone, or sonic footprint? Is it consistent across channels — or are you a teenager on TikTok and a grandpa in your emails?
Explore sonic branding tools powered by AI. From platforms that generate adaptive music to tools that can suggest sound design based on audience profiles, there’s a new creative layer waiting to be explored.
Think in moods, not just messages. AI can help modulate tone in real-time — giving you the power to express urgency, calm, excitement, or intimacy without changing your script.
Design for spatial sound. As spatial computing and devices like Vision Pro go mainstream, brands that understand the choreography of immersive sound will have a serious emotional advantage.
Don’t just be seen. Be heard. Be felt.
If the last few years have taught us anything, it's that attention is fractured, but emotion is whole. Sound isn't just a layer — it's a language. It’s a way to make meaning in a noisy world.
So as everyone races to prompt the perfect visual output, remember: the future of branding might be less about what your brand looks like — and more about how it sounds when you close your eyes.
April 7, 2025
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