Inspiration: Back to the Future with Phil Barden | UAE

What can the past teach us about the future of marketing?

In a world increasingly driven by machine learning and AI, one thing remains constant the way our brains are wired. While technologies evolve, human behaviour is still shaped by ancient instincts and decision-making patterns.

This session looks back at what science and academia have uncovered about how people think, feel, and act and how marketers can use these insights to create more effective, efficient, and emotionally resonant campaigns today.

Whether you're crafting a campaign, optimising a strategy, or trying to truly connect with your audience understanding the fundamentals of human decision-making can be a game-changer.