The discussion explored how marketing effectiveness is being weakened by short-term optimisation, fragmented measurement, and over-reliance on AI-driven efficiency, while reinforcing the need for stronger brand building, long-term thinking, and clearer strategic discipline.

A reflection from Navigate: Now & Next (Hong Kong), shaped both behind the scenes and on stage. Drawing on planning discussions and the event itself, this piece explores where marketers are converging on what matters most - from AI and trust to the balance between brand and performance.

An event takeaway from Navigate: Now & Next 2026 Singapore, exploring why the biggest marketing challenge of the AI era is not the technology itself, but how marketing functions are designed to use it

The marketing leaders getting the most from AI aren’t the ones with the best tools or the biggest budgets. They’re the ones who are personally, visibly and continuously learning.

At the recent Culture Meets Code event in New York senior leaders from e.l.f. Beauty and Anthropic argued that successful AI adoption depends not on the technology itself but on clear intention, strong governance, and doubling down on uniquely human skills.

Member Interview with Alex O'Rourke, Founder, LockSmith