Professor: Consumers in the AI era buy 'identity,' not just products

In the age of artificial intelligence, consumers are increasingly purchasing experiences and a sense of identity rather than mere products, according to Song Soo-jin, a professor at Korea University.

Song highlighted the behavior of BTS concert attendees, who collect even the paper scraps scattered during performances. These fans meticulously preserve these mementos, turning them into keychains or calendar inserts, and even gifting them to fans who couldn't attend. This act underscores a deep-seated desire to retain and cherish personal experiences.

This trend signifies a broader shift in consumer values, moving beyond material possessions to prioritize emotional connections and the creation of lasting memories. The focus is on the intangible value derived from experiences, which contribute to an individual's sense of self and identity in an increasingly digital world.

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When you go to a BTS concert, fans pick up even the paper scraps thrown from the stage. They turn the clean ones into keychains or put them in calendars, and send the rest to fans who couldn't attend the concert. This is because they want to preserve and cherish their experiences.