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

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

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Michelle Anderson

CMO & AI-Driven Marketing Transformation Soul Padel

Michelle Anderson is a Fractional CMO with 20+ years’ experience leading marketing for brands in sport, leisure and hospitality including Powerleague, The Jockey Club, QHotels and Leeds Rhinos. She specialises in AI-first marketing - an approach where every brief starts by asking whether AI can do it, or help do it better, to understand where it adds value and where it's no match for a human brain. She leads the integration of AI into strategy, operations and team workflows without sacrificing clarity, creativity or control. Known for making the complex feel practical, she combines hands-on innovation with commercial focus. Currently shaping AI-led growth at Soul Padel, she’s curious, candid and allergic to hype.

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

4:30 PM Rethinking Human Intelligence – Avoiding the Outsourcing Trap in the Age of AI

Just because AI can generate fast answers doesn’t mean they’re the right ones.

This session explores the risk of outsourcing not just content, but cognition. What happens to human judgement, creative instinct, and strategic decision-making when AI becomes the default?

Where human critical thinking still matters — and how to preserve it
Avoiding over-reliance on Gen AI outputs: from brand voice to strategy
Redefining creativity: is prompting the new art, or just a shortcut?
Creating frameworks for responsible decision-making in AI-assisted work
How to build team confidence in questioning, editing, and challenging AI

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

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