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.
For three decades, digital advertising has added technology layers in the name of efficiency. The result is a programmatic ecosystem that can be remarkably sophisticated — and remarkably inefficient.
As more brands turn customer relationships into media businesses, AI-ready infrastructure will determine which companies can transform audience data into intelligent, measurable commerce experiences.
Conventional wisdom goes something like this: you produce a new piece of creative, you put media behind it, and over time the ad progresses through a predictable lifecycle.