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The second in our series explores emotion, perhaps the most fundamental human advantage of all. AI can read emotion, detect sentiment and measure reactions, but it cannot create feeling. Drawing on behavioural science, this piece argues that emotional significance may become one of the scarcest and most valuable assets in an AI driven world, and asks leaders whether their organisations are designing memorable emotional moments or merely efficient journeys.

We are delighted to announce the shortlist for The Marketing Society GCC Awards 2026. Celebrating marketing driving growth.

Member Interview with Robert Mitchell, Managing Director, The Tribe