AI is in every tool we use now, and most teams are handing it more work without ever deciding their limitations. Your customers have opinions about that. So do search engines. And there's early research on what happens to the people doing the handing over, which should probably concern all of us more than it does.

This session looks at how search engines evaluate AI content, what consumers say when researchers ask them directly, and what the brands winning right now are doing differently. We'll also discuss where AI genuinely makes marketers better, where it quietly costs you the thing that made your brand worth choosing, and how to draw that line for your own company. 

After this Masterclass, you'll be able to:

• Understand why real experience and original thinking are getting more valuable as AI content floods every channel.
• Decide where AI strengthens your marketing and where it weakens what makes you different.
• Use AI to do more without handing over what makes people trust you.