As I reflect on this diverse collection of articles from the SoDA community, one theme stands out: while the tools and platforms keep evolving, the fundamental role of storytelling remains inspiringly consistent: how we use these new capabilities to tell stories that matter.
The possibilities are indeed endless. AI, extended reality, and whatever comes next will continue to expand our creative horizons. But as we've seen throughout this report, the magic doesn't come from the technology itself. It comes from how these tools help us create authentic human connection.
The challenge now isn't just telling a good story, it's telling one that retains consistency whether someone encounters it on their phone during their morning commute or through an immersive experience in a physical space. Equally as important is how someone engages with it. As Kemp Atwood said in his Q&A, “how the interface is structured and how a user interacts with it embodies the story in a way that a more direct narrative cannot.”
Our contributors have shown how agencies are rising to meet this challenge, creating narratives that adapt across platforms while maintaining their emotional core. Through thoughtful use of data and personalization, we're learning to craft stories that speak to individuals while staying true to brand values.
Looking ahead, I'm convinced that the future belongs not to those with the most advanced technology, but to those who best understand how to use it in service of genuine human connection. The tools will keep changing, but the fundamentals of what makes a story resonate will not.
So here's my invitation to you: embrace the possibilities that technology offers, but beware of letting it do the essential creative thinking for you. Hold tight to the human truth at the heart of your stories. That’s what will truly set your work apart.
Thank you for joining us on this exploration.
Josh Brentan
Content Strategist, Wix Studio
ABOUT THE AUTHOR:
Josh Brentan is a content strategist for Wix Studio, and served as guest editor for this edition of SoDA Report On. He has led the creation of positioning and messaging for several new business verticals at Wix, and is part of the leadership group spearheading the AI transformation effort within Wix’s marketing team.