How do you use AI in brand communication without losing trust?

Joshua Spanier

Vice President · Google

Engineer Authenticity

Joshua Spanier says brands must figure out how to engineer authenticity, because if you're not clear about who you are and what you stand for and show up authentically, you can't fake it.

The answer starts at 22:08.

Paul Roehrig

Chief Strategy and Marketing Officer · Ascendion

Keep It Human‑Centric

Paul Roehrig says to keep it human-centric: campaigns that land are human-centric, and while AI may help, it won't supply the human spark in storytelling, which must be maintained throughout.

KM

Khurrum Malik

VP of Business & Product Marketing · Walmart Connect

Emphasize Human Trust

Khurrum Malik says AI can't replace trust, human connection, and human accountability, so he says they're leaning into relationships rather than relying on more AI.

Dawn Dawson

Chief Marketing Officer · Mortgage Solutions Financial

Create One-to-One Experiences

Dawn Dawson says to create experiences, letting AI and technology help make them true and as one-to-one as possible, because as AI increases efficiency it isolates people more and they still need human connection.

Rachel Thornton

CMO, Enterprise · Adobe

Scale Brand Promise

Rachel Thornton says every brand must identify its brand promise and scale that promise effectively using AI, after doing the work to understand and bring the brand to life so the promise resonates and stays consistent.

Jonathan Kerr (JK)

Chief Growth Officer · Auto & General Australia

Maintain Quality

Jonathan Kerr says to maintain your quality at scale, saying AI can help because teams now have to manage many more channels.