Marketers are under increasing pressure to deliver real ROI from AI - but many are discovering that the technology alone isn’t enough. Without reimagining workflows and aligning tools with business priorities, AI can’t reach its full potential. Drawing from real-world experience in professional services, this session explores how to bridge the gap between AI adoption and business impact.

• Why successful AI implementation in marketing starts with mapping key processes - from content workflows to campaign approvals.
• How to avoid the trap of chasing shiny tools without fixing the underlying work.
• What it takes to align marketing, data, and business teams to reimagine how marketing gets done.
• What KPIs will define successful Gen AI implementation in 2025 and how to prepare your team now.

Can you automate for scale and still protect brand identity, tone, and trust?

This session explores how marketers are walking the tightrope between brand control and AI-driven efficiency — with lessons on creative governance, messaging guardrails, and long-term brand equity.

• Managing brand risk when utilising Gen AI
• Navigating the tension between performance-driven automation and long-term brand building
• Ensuring brand consistency across AI-generated creative, messaging, and customer touchpoints
• Guardrails and governance: how leading brands are managing risk in AI-generated content
• Case examples of when Gen AI supports brand equity and when it damages it
• Frameworks for aligning creative strategy, brand voice, and AI tools across teams