New Report by SoDA and Wix Studio Reveals What Agencies Need to Know About Storytelling in a Tech-Driven World

TL; DR: If humanity disappeared tomorrow, what would future civilizations think of the artifacts we leave behind? Would they watch an Instagram reel and be confused by its purpose? Would they find our memes and recognize them as modern attempts at connecting? Storytelling transcends time — so how do we keep its core, human message in the new age of immersive technology? That’s the question SoDA and Wix Studio tackle in their collaborative report, The Role of Storytelling in Creating Modern Web Experiences. With insights from industry leaders, the report explores how brands can balance both authenticity and innovation.

Storytelling dates back thousands of years to the cave paintings of ancient civilizations. It was these images that gave us a glimpse into their lives.

Cave art revealed much about the way primitive humans lived and what their culture was like. Hunters battled bison; families gathered around the fire to cook; people praised shamanic figures.

Over time, storytelling evolved from pictures to spoken words, then written ones, and eventually to TV and movies as technology advanced. So, sure, the way we tell stories has changed — but the heart of it? That’s stayed the same.

Stories make us feel, experience, and connect. It pulls at our very core emotional capabilities. If you ask me, it’s exactly that which makes us an apex predator.

And no matter the time period, the need to share is constant — even when technology seems to be taking over. It’s part of what the collaborative report by the Society of Digital Agencies (SoDA) and Wix Studio tries to explore.

The report, The Role of Storytelling in Creating Modern Web Experiences, is a collection of short exploratory essays. With insights from a dozen industry leaders in the digital media space, it asks the question: How do you embrace technology in modern web storytelling while staying true to the core of human connection?

We also had the chance to hear from Wix Studio’s Head of Agency Growth, Kobi Gamliel, and SoDA’s Executive Director, Tom Beck, who shared their perspectives on how storytelling has evolved in the digital age and what that means for how brands should connect, create, and engage.

“Our collaboration with SoDA brings forward-thinking insights that empower agencies to embrace the latest technologies and enhance their storytelling capabilities in an ever-evolving industry,” added Kobi.

I’ll go out on a limb and assume most of you have heard of Wix. It’s the platform that helped pioneer drag-and-drop web building, making it simple for anyone to create a professional-looking site, regardless of their web design experience.

Wix Studio, launched in 2023, is their platform designed to help agencies and enterprises create and manage exceptional sites with hyper-efficiency. In partnering with influential groups like SoDA, a global network of digital agency leaders and innovators, Wix Studio aims to shape the future of marketing and digital experiences.

“SoDA member agencies are united by a deep commitment to craft, excellence, and innovation and an early embrace of emerging technology has always been core to how we operate,” explained its executive director, Tom.

It’s also organizations like SoDA that provide platforms such as Wix Studio with the insights and collaboration they need to stay both relevant and innovative in a rapidly changing world.

So, how does one balance authenticity with innovation?

Well, the answer is a nuanced one. There is no right or wrong. You can read more for yourself here — the result is the entirety of the report, which is also part of the SoDA “Report On” series.

The Report On series explores some of the most pivotal trends and issues in digital marketing. Some recent ones have revolved around similar topics and issues, including human-centered design and the state of digital agencies in today’s world.

“Today’s agencies are in a unique position to leverage storytelling as both a creative and strategic asset, and this report sheds light on how they can do so with innovation and purpose,” said Kobi of Wix Studios.

This report represents so much of what I love about what I do: combining writing and how tech works for the greater good.

But this report isn’t like the others you’ve probably come across. It’s not just a running list of statistics or survey results. It’s also not a dry, textbook-style read, and it definitely won’t put you to sleep.

Instead, it’s a collection of beautifully crafted stories from some of the marketing industry’s top minds. Through thoughtful prose, it explores how to keep storytelling at the forefront, even as artificial intelligence (AI) and other technologies are evolving alongside us.

I think it’s a breath of fresh air, particularly at a time when creators — whether writers, directors, artists, or actors — fear being replaced by cheaper, faster alternatives.

But this report offers a light at the end of the tunnel where the experts who are tackling both technology and human connection reassure us that the lasting power of human creativity is still very much alive.

Let’s take a look at the trends noted in the report:

• People still value an in-person experience. About 72% of participants express a desire to attend gatherings in person rather than online. This begs the question: How can we bridge that gap between a virtual world and the physical one?
• Multinarrative storytelling: Have you ever tried navigating a website on your phone, only to find it an absolute nightmare? As we add more features and tools to digital experiences, the multinarrative journey has to stay seamless across all platforms.
• Personalized experiences are becoming the normal expectation. McKinsey research suggests that 71% of customers expect companies to deliver personalized interactions — and 76% are frustrated when it doesn’t happen.
• Trends in user engagement: Video games and gamification are driving higher engagement. Collaborative storytelling (like Instagram influencers sharing their experiences with products) is also becoming the norm.

The report shows that even with all these new technologies, the heart of storytelling hasn’t changed — it’s still about making real human connections. Instead, it encourages agencies to use technology to support storytelling, not take away from it.

It’s as PJ Pereira said in his article, Navigating Storytelling in the Age of AI: “AI might handle tasks requiring less creativity, elevating them to an average level. But the profound, deeply human artistry comes from a place machines can’t reach.”

But how?

If we want to keep creating in a world where technology evolves faster than we can blink, agencies need to stay agile.

Don’t roll your eyes just yet — I know “agile” can sound like a buzzword. Honestly, in some contexts, it can feel like a word that just fills space. But when it comes to keeping up with tech, agility isn’t just jargon.

As we evolve, agencies must, too. They have to navigate the balance of integrating new technologies, like AI and virtual reality.

Take the new Louis Vuitton store in New York City as an example. It’s not just a place to shop — it’s more like a “luxury pit stop,” complete with a restaurant and library full of pop culture and fashion books. You can’t replicate that online — which makes you wonder: How can digital tools complement, rather than replace, physical interactions?

When 32% of customers say they’d stop supporting a brand they love after just one bad experience, seamless and cohesive narratives are more important than ever. The report argues that agencies need to adopt a “no wrong door” approach to ensure consistent and premium storytelling across all platforms, from desktop to mobile to in-car displays.

And, lastly, while AI and other tools are reshaping how stories are created, they should be used to enhance human creativity, not replace it.

It’s not to say you can’t use all the new tech today. In fact, it’s the opposite of what those who participated in the report suggest. But what you should do is use those digital tools to complement in-person experiences —- where virtual platforms enhance physical interactions — not overshadow them.

I’ll leave off on something Tom said, which I think sums it up best: “Technology expands our canvas as creators while also reminding us that the fundamentals of great storytelling are still grounded in authentic and meaningful human connection.”

Read the full report here.