Key Takeaways:

How AI is reshaping the marketing landscape, offering unprecedented opportunities to connect with consumers in more personalised, predictive, and efficient ways.

From AI-driven customer insights to hyper-personalised campaigns, I will unpack key trends that are revolutionising the industry, while addressing the challenges of navigating ethical considerations and balancing automation with human creativity.

Attendees will leave with actionable strategies to leverage AI as a competitive advantage, and a clear vision of how-to future-proof their marketing approaches in this transformative era.

Key Takeaways

1. The Hybrid Model: Success lies in combining the agility and brand expertise of internal teams with the scalability and specialisation of agency partners.
2. Collaboration is Key: Aligning internal and external resources creates synergy that drives impactful campaigns.
3. Future-Readiness: Build a team culture that embraces innovation and adaptability to thrive in the ever-evolving digital landscape.

AI is faster, smarter, and constantly evolving, but does that mean it should replace human creativity, intuition, and strategic thinking?

As automation and machine learning reshape marketing, the real competitive edge lies in how we, as humans, harness AI without losing our unique value.

This session explores the intersection of human ingenuity and AI-driven efficiency. How do we balance automation with authenticity? Where does human storytelling fit in an AI-first world? And most importantly, if AI can do it, should it?

Marketers are drowning in trends, but when it comes to personalisation at scale, most brands remain stuck in the ‘great idea’ phase.

This talk cuts through the noise to explore how AI is transforming personalisation, what’s stopping brands from fully adopting it, and the steps to make it work—without losing your mind (or your budget).

AI is transforming how content, products, and services are discovered, curated, and consumed, reshaping business processes and consumer decision-making. As smart technologies increasingly mediate our interaction with the digital and physical world, marketers face both opportunities and challenges:

• AI-powered targeting and content generation tools hold out the promise of augmented creativity and hyper-relevant client experiences but also threaten to drown digital channels in useless fluff and misinformation

• AI interfaces like support bots, generative search, and intelligent agents are streamlining access to knowledge while upending traditional models of content and product discovery

• Evolving engagement patterns demand that businesses and brands adapt or face imminent irrelevance

For marketers, the challenge lies in understanding these AI-driven disruptions and finding authentic, meaningful ways to integrate into new modes of engagement, community, and commerce.

In today's fast-paced attention economy, traditional brand communication is becoming increasingly ineffective. Consumers are no longer receptive to messages simply pushed in their direction. Instead, they crave connections with brands that feel authentic, relevant, and valuable.

As Kantar Consulting puts it: “Consumers are turned off by brand communication pushed their way. Successful brands place themselves amid relevant content and conversation.”

This shift underscores the urgent need for brands to embrace a new mindset. To truly captivate today’s consumers and shoppers, brands must move beyond mere transactions. They need to inspire, entertain, and offer meaningful value—fitting seamlessly into the content and conversations their audiences already care about.

The solution lies in embracing innovative platforms and building dynamic communities. It’s about creating experiences that not only engage but also foster loyalty and trust. By integrating themselves into the daily lives of their audiences, brands can achieve something extraordinary: they become not just products, but valued participants in their consumers' stories.

“Do Less, But Better.” As an industry, we have strayed from our core purpose, becoming fixated on generating content that lacks memorability and impact, driven by algorithms favoring less meaningful interactions. However, marketers have the opportunity to thrive and surpass their goals by returning to the fundamentals of creating work that genuinely engages and inspires their audiences.