AI is transforming marketing at every level — from content creation and media optimisation to hyper-personalisation and predictive analytics. But as the tools get faster, are the outcomes getting better? This roundtable brings together senior marketers and agency leaders to explore the role of AI in driving effectiveness. Where are the real gains being made? How do we avoid automating mediocrity? And how do we strike the right balance between machine efficiency and human insight?
Conversation-starters:
- Where is AI genuinely improving campaign effectiveness — and where is it just improving process?
- Are marketers measuring the right things when it comes to AI-led work?
- How do we avoid the trap of “performance theatre” — optimising for metrics that don’t move the brand needle?
- What does effectiveness mean in a world of synthetic content, mass personalisation and real-time iteration?
- Can creative instincts and data-driven optimisation co-exist — or are they in conflict?
- How can brands maintain distinctiveness and emotional resonance when much of the execution is automated?
- Are CMOs and CFOs aligned on what “effective” means in the age of AI?
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James heads up the agency day-to-day and drives the growth of Fold7's staff and clients. Before joining Fold7, he worked as Client Service Director at Leo Burnett, leading the McDonald’s account and helping the UK business achieve record growth by creating award-winning work. Prior to that, he worked as Business Development Director at global design agency JKR, as well as ten years at M&C Saatchi where he started as a graduate.