Sarah Robertson, Chief Product Officer at Experian UK, joins us to unpack what’s really changing in AI-driven marketing—and what’s just hype. She explains why data quality, identity, and governance are foundational to making AI actually work, and why outcomes—not tools—should guide every decision. We also get into the growing role of real-time intelligence, the importance of keeping a human touch, and how marketers can build practical frameworks to turn AI into measurable impact.
The brands that succeed will not simply be those able to buy the most attention. They will be the ones that know how to keep it.
Intelligent Brands face a comprehension challenge which creates a bigger opportunity for them in the future. If they can teach the customer why they are necessary, they can often shape the market.
Remember, diamonds are made under pressure, and the best ideas often emerge through overcoming challenges. Stand firm and demonstrate to your clients that when an idea goes through the creative process, it becomes even stronger and more refined.