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

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

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Tshepo Tshabalala

Project Manager & Team Lead JournalismAI, Polis London School of Economics & Political Science

Tshepo Tshabalala is the Manager at #JournalismAI, a research and training project run by Polis – the international journalism think-tank at the London School of Economics and Political Science – in collaboration with the Google News Initiative. Prior to joining Polis, Tshepo worked at the Wits Centre for Journalism where he led the Journalism and Media Lab (Jamlab Africa) and has also worked in various capacities for newsrooms such as BusinessDay Wanted Online, BusinessLive, Forbes Africa magazine, and Thomson Reuters. He is a Chevening Scholar and holds an MA in Politics, Philosophy and Economics and an MA in Journalism.

Generative AI for Marketing Summit 2025: Wednesday, 26 November 2025

11:00 AM Truth, Trust, and Transformation: What Marketers Can Learn from Journalism’s AI Ethics Journey

As marketers embrace Gen AI to scale content and personalise experiences, they’re encountering the same ethical grey zones journalism has faced for years, including misinformation, bias, transparency, and damage to public trust.

This session explores how journalism is building frameworks for responsible AI use, and what marketing leaders can learn from it.

Key topics include:

How journalism is confronting misinformation, deepfakes, and copyright challenges — and how these lessons apply to marketing.
Why transparency, attribution, and authenticity are becoming essential for brand trust.
Real-world examples where AI-generated content damaged credibility — and how to avoid those pitfalls.
Where media, marketing, and journalism intersect on the frontlines of public trust — and how we might build shared frameworks.
What ethical standards marketers should adopt to future-proof their AI strategies.

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

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