The great convergence event: saying goodbye to channel silos

Something pretty significant is happening in marketing right now.

At the centre of the shift is the fact that AI is fundamentally changing how people discover brands. Where channels once operated independently, they are now increasingly codependent, with every interaction creating knock-on effects on the next. Search is spreading far beyond Google, PR and reputation have a growing impact on what AI recommends, while changes in reviews, social, content, media and experience surfaces all have the power to affect the others.

The neat boundaries marketers have worked within for years are starting to disappear, and for anyone responsible for where the marketing budget goes, that creates some big questions.

How do you stay visible? What really builds preference? Where is demand actually coming from? And how do you measure any of it when the customer journey refuses to behave like a funnel?

That’s exactly what our Great Convergence event is about. On 20th October, we’re bringing together senior marketers and industry experts from TrustPilot and StackAdapt for an afternoon at Soho House Manchester to explore what happens when discovery, reputation, brand, media, experience and performance converge, and what smart marketing teams are doing about it. 

Found. Understood. Chosen.

The event is built around three questions relevant for every customer, whether they know it or not.

Can I find you?

Discovery is happening everywhere, and that’s not an exaggeration. Search engines are just one part of the picture, with 37% of customers now turning to AI platforms, publishers, communities and review sites when finding answers. SEO still reigns supreme, but visibility now requires a broader perspective and a more diversified strategy.

What do you stand for, and do I believe it?

Being visible is only the first hurdle in this new world. Customers are influenced by what other people, publications, platforms, and AI systems are saying about your brand. So, you need to make sure what they’re saying is, for lack of a better word, right. Trust, authority and reputation are all gamechangers here, having a bigger role to play than ever.

Why should I choose you? 

Preference is built long before someone enquires or buys. Perceptions are already shaped by the brands they see, the messages they remember, the experience they have, and the trust accumulated over time. Ultimately, the brands being chosen are those able to connect visibility, trust, and customer understanding into a considered, joined-up plan of action. 

What we’ll get into

The event is focused on making sense of what we’re experiencing as marketers right now – not abstract futurism. Across the afternoon, we’ll answer the questions shaping marketing plans today, giving you:

• A clearer view of where customers are discovering brands

Get an in-depth look at how AI platforms are reshaping customer journeys and visibility, alongside where traditional search still sits in the equation. 

• Practical insight into signals shaping visibility and trust 

Learn how reputation through PR, content, reviews, social and customer experience combine to influence both consumer decisions and AI recommendations.

• A framework for connecting brand and performance activity

Discover how leading brands are breaking down channel silos and creating interconnected strategies that drive both short-term results and long-term growth. 

• A more informed approach to measurement and investment

Understand where attribution falls short and what metrics deserve greater attention to make more confident budget decisions.

And most importantly, you come away with a clearer sense on what to focus on next: which avenues deserve more attention right now, what might deserve less, and where marketing leaders should be placing their bets.

Register your place

The lines between disciplines are blurring. If you’re a marketer rethinking whether your strategy is keeping pace, this is a conversation you won’t want to miss.

Join IDHL, TrustPilot and StackAdapt at Soho House Manchester on the 20 October: you can get the details here. But keep in mind, spaces are limited. Secure your place and discover what it takes to be found, understood and chosen in today's converging marketing landscape.