Welcome to "In my humble opinion", a podcast collaboration between The Marketing Society and Publicis Groupe UK that creates a space for marketing leaders to discuss their opinions on topics affecting our industry which they think about but may not always say out loud.

You're joining us for our next episode in the series, 'In My Humble Opinion… Data is Set to Fuel Creativity in the Age of AI.' Featuring Philip Gamble from Performics, and Jack Peat, Head of Newsroom at Taylor Herring.

Philip and Jack explore one of the most pressing shifts in marketing today — how AI is quietly forming opinions about every brand, and what that means for the way we communicate, create, and measure impact.

Because here's the thing: AI already has a view of your brand. And around three quarters of what it believes comes not from what you say about yourself, but from third parties — the press, social platforms, and the broader ecosystem of voices that surround you.

Don't forget to subscribe, rate, and review our podcast!

Our industry is filled with many brilliant minds with thought provoking views, we can’t wait to bring them to you, our next episode of “In my humble opinion” will be coming soon and find our series of content of the same name over at The Marketing Society website here.

In an AI-driven world, brand visibility is being fundamentally redefined. As AI agents increasingly mediate the customer journey, from initial research through to purchase, brands face a critical question: if AI can't see you, can your customers?

In this podcast, Sophie Devonshire, Chief Executive of The Marketing Society, is joined by Steven Carvalho (Senior Manager, Accenture Song) and Alex Pott (Consumer Digital Director, VodafoneThree) to explore how brands can stay visible, relevant, and trusted in this rapidly evolving landscape.

We'll be exploring how Generative Engine Optimisation (GEO) is just the tip of the iceberg, because its effects ripple across the entire commercial organisation. Beyond marketing, it influences brand trust, reputation management, competitive positioning, customer experience, data infrastructure, and even how teams collaborate to stay relevant in an AI-driven landscape.

The risk is clear: if AI can't see you, neither can your customers. Optimising for AI search is just the starting point in a future where the entire journey, from research to purchase, could be carried out by a customer's AI agent. The challenge is making sure your brand stays visible, relevant, and trusted in that world.

With news of ChatGPT in the US rolling out instant checkout, it won't be long before it impacts the commerce experience in UK. This shift will be seismic.

Hear how AI is impacting brand visibility and customer experience today, the real-world challenges organisations are facing, and how marketers can shape the business agenda around these agentic opportunities.

With the dust having settled on The Marketing Society Global Awards for 2025, in this podcast we are joined by Chris Dunne, Head of Marketing at Thinkbox, and the award-winning team at The AA and The Gate London, to discuss their campaign which won the award for Best Brand Communication (Large).

In this discussion, Will Harrison (Group Marketing Director, The AA) and Kit Altin (Chief Strategy Officer, The Gate London) talk us through The AA's remarkable transformation from roadside assistance provider to a brand built for every moment in your driving world. Discover how they identified the opportunity to reinvent a heritage brand, why they made the customer the hero of the story, and the creative approach behind "Always Ahead" that used humour and confidence to drive fame, emotional connection, and cultural impact.

Hear about the boldest risks they took, how the campaign transformed internal culture at The AA, and the commercial power of brand-building communications that proved effectiveness at scale.

Members can see the case study here:https://marketingsociety.com/case-studies/marketing-society-global-awards-2025-brand-communication-large-winner

Find out more about The Marketing Society Awards here https://marketingsociety.com/Global-41st-Awards