The Friction Economy: AI Abundance Boosts Value of Analogue Experiences

Campaign Brief introduces the concept of a “friction economy” driven by AI abundance. The article argues that widespread AI tools increase demand for tactile, analogue experiences. As digital interactions become effortless, consumers seek physical products that offer sensory richness. Examples include vinyl records, printed books and handcrafted goods gaining renewed interest. Brands are responding by emphasizing authenticity and materiality in their offerings. The shift suggests a counter‑trend to the seamlessness of AI‑powered services. Marketers are advised to leverage the growing appetite for real‑world experiences. The piece predicts that the friction economy will shape future consumer behavior.