Airport Experience® News - Post-Conference Issue 2025

implemented them. Next on the list is hyper personalization: Now that AI has gotten more advanced, users expect a more personal experience. And with these higher expectations comes the third item on Rodriguez’s list: demand for long-form content. “And lastly, there’s engagement and sentiment, meaning that if they’re feeling really good about the brand, then the brand is really good,” Rodriguez said. “But if they’re not, and they don’t see a consistent story, there’s a problem.” She pointed out that people are bringing all of these expectations to

the airport when they travel and so an airport, like any brand, needs to tell an effective – and affecting – story. Rodriguez then shared several examples of marketing campaigns that have failed in recent years, with the common theme being that the companies didn’t consider their audience when creating the story behind the campaigns. “You have to understand and understand deeply your “People will be loyal to your brand because they are attached emotionally to it through the story that you tell them.” – Miri Rodriguez audience and understand that story is the foundation of your brand,” she advised. “People will be loyal to your brand because they are attached emotionally to it through the story that you tell them.” Rodriguez explained that the steps for creating a brand story include empathizing with your audience, defining your character, plot and mission, and creating a design or structure. She then discussed how to use AI, such as Microsoft’s new Copilot tool, to help structure a story. “Think of your AI as a very smart intern that you just hired – you have to train it so that the output is going to give you what you need,” she explained. “You’re not just going to tell your AI to write it for you – that’s lazy. Work smart. It’s about telling it to extract the elements of a story. Then you’re going to understand what the essence of the story is.” Rodriguez ended her presentation by using Copilot to help her craft a story from a simple social media post using different prompts to create different results, showing how the tool can be used to more effectively structure brand messaging. “I’m not using this to write content; I’m extracting research,” she explained. “It’s giving me an understanding of how I can do this better in the future.”

Below: Keynote speaker Miri Rodriguez shared

insights understanding your audience and incorporating AI into brand building.

23

AX NEWS MAY 2025