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.

This is a behavioural science series of articles exploring the human capabilities AI may make more - not less - valuable. AI is a technological tidal wave, it will change so many ways in which we operate, work and even live. As the new world evolves, we need to ask increasingly important questions of leaders, brands and organisations, namely what remaining human advantages is we need to identify, give salience to, nurture and protect.

Former CEO of The Marketing Society Hugh Burkitt shares his memories of Honorary Fellow Tony Scouller who died recently.

The Marketing Society Fellow Helen Tupper and Sarah Ellis hosted an evening with The Marketing Society in New York, to celebrate the launch of their new book Learn Like a Lobster.

At our 2025 St Andrew’s Day Dinner, we were delighted to welcome Andrew Wilson as a 2025 Honorary Fellow.

Fellows Interview with Rebecca Hirst, Brand, Marketing and Communications Leader, Global Consulting, EY

Fellows Interview with Claire Prentice, Joint Head of Marketing and Brand, Scottish Government

Fellows Interview with Simon Watson, Operations Director, Republic of Media

Fellows Interview with Tamara Rogers, Chief Marketing Officer, Haleon

Fellows Interview with Ritchie Mehta, Founder, School of Marketing