Rewiring The Marketing Engine:
Moving Gen AI From Pilots to Performance

24 - 26 November, 2025 | Hilton Syon Park, London, UK

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Eliza Iatesen

Marketing Director - Cloud THG Ingenuity

Eliza Iatesen is a B2B growth marketing leader specialising in demand generation, brand strategy, and revenue execution within the technology and IT sectors. Passionate about technology, product innovation and leadership, she builds marketing engines that drive impact through full-funnel GTM, integrated campaigns, and content that converts. Eliza is recognised for modernising marketing tech stacks, building communities and partner ecosystems, and scaling teams that challenge convention and drive results. A strong advocate for AI as a force multiplier and data-led decision making, she positions marketing as a central engine of business growth, closely aligned with product, sales and revenue teams. She also mentors emerging marketers, helping them build the confidence, skills, and mindset to lead with impact.

Generative AI for Marketing Summit 2025: Tuesday, 25 November 2025

4:00 PM Panel Discussion: Balancing Brand & Performance in the Age of AI

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

Check out the incredible speaker line-up to see who will be joining Eliza.

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