How do brands adapt to new technologies while staying true?

Duarte Garrido

Co-Founder & Co-CEO · DOJO AI

Focus on human creativity

Duarte Garrido says the way to hold onto brand-building principles is to focus on human creativity, because creativity comes from human experience rather than data and AI isn't built for creative ideation.

The answer starts at 29:30.

Kipp Bodnar

CMO · Hubspot

Focus on your story

Kipp Bodnar says to focus on your story, which he presents as the first stage of his loop framework: asking what story you want to tell and using AI technology to express it.

The answer starts at 39:59.

Rustom Dastoor

Executive Vice President, Head of Marketing and Communications for the Americas · Mastercard

Prioritize human connection

Rustom Dastoor says to prioritize human connection, because AI does not compensate for humanity and the actual value comes from people you meet in person.

Paul Roehrig

Chief Strategy and Marketing Officer · Ascendion

keep human storytelling

Paul Roehrig says human-centric storytelling has to be maintained and nurtured throughout the process, because while AI may help you get there, it won't supply that human spark.

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Marc S. Pritchard

Chief Brand Officer · Procter & Gamble

Obsess over consumer insight

Marc S. Pritchard says the most important part of a marketing culture is an obsession with understanding the consumers you serve, so you can connect their needs to what the brand provides and create a great brand idea.

Marvin Chow

VP of Consumer and AI Marketing · Google

Continuously reinvest in the brand bank

Marvin Chow says brands must continually reinvest in the "brand bank," because if you only withdraw to hit revenue targets without putting back, the brand bank empties and the brand is depleted.

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Khurrum Malik

VP of Business & Product Marketing · Walmart Connect

Trust and human connection

Khurrum Malik says trust and human connection are what he protects, because AI can't replace them and he's leaning into relationships.

Dawn Dawson

Chief Marketing Officer · Mortgage Solutions Financial

Create one-to-one experiences

Dawn Dawson says brands should create one-to-one experiences, letting AI help craft them but keeping them as personal as possible, because as AI increases efficiency it also isolates people who need human connection.

Lucinda Barlow

Senior Director, Head of International Marketing (APAC, EMEA, Latin America) · Uber

Use human creativity

Lucinda Barlow says it requires human creativity, because you cannot put learnings into an AI engine and have it turn them into a brief by checklist—that would be a disaster.

Dave Kersey

Global Head of Media · Sharkninja

Make decisions in real time

Dave Kersey says a brand's ability to make decisions in real time is where you win, and it comes down to how quickly you can make decisions based on the actions happening.

Rachel Thornton

CMO, Enterprise · Adobe

Know brand promise, scale

Rachel Thornton says brands must know their brand promise and scale it effectively using AI, doing the work to ensure that promise resonates and stays consistent.

Todd Kaplan

Chief Marketing Officer, North America · Kraft Heinz

consumer empathy

Todd Kaplan says consumer empathy is one of the two biggest traits for future-oriented brand building, alongside understanding real consumer insight rather than just citing a fact.