Authentitas' Michael Bayler on why trust is no longer a communications problem. In an age of disinformation and AI-generated reality, what audiences need isn't reassurance, it's proof.

Most marketing agencies have AI now, as well as every freelancer and every graduate. And that means AI capability is no longer impressive: it’s the bare minimum.

In this piece Professor Gemma Calvert, Krishnan Menon and Gita de Beer argue that AI is making brands forgettable by prioritising efficiency and sameness over emotionally meaningful experiences that create the lasting memories that drive purchase decisions.

A think piece by Unilever's Andrea Cappi on why with AI and fragmented audiences, true competitive advantage comes not from more data but from deeper human understanding.

Every marketing team uses AI now but what they actually do with it varies enormously. Most marketing leaders can't tell who's using it well and who's just typing into it as Cemre Akkaya explains.

Think piece by David Pugh-Jones on where AI earns its keep, where it doesn't, and why the marketers who combine human strategic judgment with machine efficiency will be the ones who pull ahead.

After years attending Davos, for EY's John Rudaizky this year felt different. Here he reveals what the conversations around AI trust, youth opportunity and marketing's evolving role really mean for the work that happens after everyone flies home.

This piece by Roberto Moccia looks at how using AI without critical oversight risks optimising biases which can lead to brands confidently making wrong decisions and what we can do to mitigate this. 

In a recent Conversation Circle, three marketing leaders revealed that AI leadership is fundamentally a marketing skill set combining personal learning commitment, strategic deployment focused on competitive advantage and the courage to experiment fast while bringing teams along.

How B2B marketer Cherry Tian is using emotional storytelling and AI automation to win attention in a 'sea of sameness.