From Tools to Transformation: How Gen AI is Rewiring the Marketing Engine

24 - 25 November, 2025 | London, UK

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Paul North

Head of AI Big Group

Paul is responsible for AI innovation and development at Big Group, a Top 50 Marketing Agency (eConsultancy) and the UK's #2 Independent Marketing Agency according to The Drum. he has led initiatives involving the development of products, services and the adoption and training of AI technology by staff and clients. Previously, North was Head of Social and Content and handled strategy, production and execution of social, content and brand development work; from specialist projects through to always-on campaigns. Major clients include Pizza Hut, The North Face, McLaren Automotive, Mastercard, Hyundai, Zalando and Pfizer.

Generative AI for Marketing Summit 2024: Wednesday, 28 February 2024

11:30 AM PANEL DISCUSSION: Reimagining Agency Value Propositions with Generative AI

Generative AI threatens to disrupt the traditional agency model. As models automate core creative and development capabilities, agencies must rethink their value propositions. How can you provide differentiated services in an AI-powered world, and continually demonstrate their value within the

marketplace?

Evaluating generative AI’s impact on core agency offerings
Envisioning the new agency stack - combining specialised human talent with increased AI productivity
Developing an AI content strategy to cost-effectively scale high-quality, customised content
Rethinking workflows and service delivery models to integrate AI across the customer journey
Examining how Generative AI will impact revenue streams and time allocation

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

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