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 THG Ingenuity

Eliza is a multilingual marketing professional with +15 years’ experience in B2B, sales & marketing growth, revenue operations & go-to-market execution. She is passionate about technology, product innovation, leadership and people management. Her specialities and areas of expertise include GTM strategy, product marketing, campaigns orchestration and sales enablement; Brand, Demand generation, RevOps; Organisational change & digital transformation, and she has an MSc Management, PRINCE 2 qualification.

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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