Holly McKinlay

Director of Strategic Communications & Brand WWF

Holly is responsible for overseeing the brand and communications strategy at WWF, the leading environmental organisation working to bring our world back to life. Holly has recently been leading WWF’s Prescription For Nature campaign with the goal of inspiring the UK public to get their daily dose of nature to restore their mental wellbeing - and help restore nature in return. Holly has worked in brand and strategic communications for over 20 years, previously at organisations in the corporate, government and not for profit sectors in the UK, Middle East, Australia and North America.

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 Holly.

Download The Latest Agenda