How Consumers Become Fans in the Age of AI: Content & Relationship Marketing Through Data and Psychology
Session Overview
AI has made it possible for almost anyone to create polished content. But when high-quality content becomes the baseline rather than the differentiator, content strategy must shift from simply producing impressive outputs to building deeper relationships with consumers.
The challenge is no longer just to attract attention. It is to understand how a casual buyer gradually becomes someone who actively engages with, advocates for and feels connected to a brand.
Drawing on consumer psychology, behavioral data and relationship marketing, this session explores how brands can design content and experiences that build trust, emotional connection and long-term fandom.
Hyunna Cha will examine the stages through which consumers move from purchase to participation, and how marketers can use data to identify the signals that reveal when a customer is beginning to become a true brand fan.
In the AI era, content can be automated. But trust, attachment and fandom still have to be earned.
Speaker
She previously worked as a data scientist at Starbucks Korea and later served as Head of the Hybrid Data Lab at Hybrid Entertainment.
Today, she leads the Consumer Data Lab, where she works with consumer behavior, data analysis and psychology to uncover why people make decisions and how brands can build stronger, more meaningful relationships with them.
She is also the author of several books on consumer psychology and data, including works exploring the psychology of desire, data-driven decision making and the evolving role of data scientists.