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.
Any global event, whether sport or entertainment, creates the same temptation for brands to prioritise presence over purpose. But the biggest lesson from this World Cup is not that brands need to shout louder, it is that promotional activity performs best when it reflects how people actually experience the tournament.
The brands that succeed over the next decade will be the ones that rediscover the simple truth of why they exist, and stretch towards the dream of how they can add more to the world, then express that clearly and consistently in everything they do.
When agencies are able to demonstrate likely outcomes before campaigns launch, conversations become less speculative and more evidence-based.
