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Are you even in marketing if you haven't spent hours talking about AI?
It's understandable. Few technologies have come with as much hype, opportunity, and uncertainty as AI. Almost overnight, marketers have had to adapt to new ways of working and new answers to longstanding marketing questions. Keeping up can feel like a full-time job itself.
To cut through the noise and share expert insights, Head of IDHL Marketing, Faye Neal, gathered leaders from across our partner and agency network: MTM Managing Director Wesley Maynard, Creative Director Christian Laakvand, Shopify Lead Partner Solutions Engineer Yael Weiss, and IDHL CEO Lewis Sellers.
Their candid conversation offers a fresh perspective on navigating the fastest period of change each has experienced to date. Rather than chasing headlines or hyping new tools, they explore AI through the lens of everyday users.
The pace of change
AI didn’t just arrive; it accelerated everything. It creates both opportunity and overwhelm, raising questions about how businesses can embrace experimentation without being distracted by every new AI announcement.
Our experts agreed: innovation starts at home. Education and adoption must happen internally before promoting AI tools externally as products.
Clients, AI, and expectations
Our experts are often asked, "What should we do? What should we use?" But there's no one-size-fits-all answer as AI constantly reshapes client expectations.
The panel discussed the growing gap between AI perception and reality: concerns about balancing efficiency with creative authenticity. They explore why clients want partners who embrace AI but don’t replace expertise. However, merely talking about technology isn’t enough to give your business an edge: clients expect proof, results, and measurable outcomes.
What “good” looks like now
We’ve established AI is moving fast, but when everyone has access to the same tools, gaining an edge can be challenging. This is where strategic expertise sets businesses apart.
AI is transforming creative and performance workflows by freeing time for strategic thinking and experimentation. But IDHL’s stance remains clear: people-led, supported by technology and AI.
AI empowers marketers to focus on work delivering greatest impact, enhancing human creativity and expertise.
What will feel normal in 18 months
We already see AI becoming part of daily work, and soon everyone will have some AI empowerment before starting their day. Our experts envision a future where automation is embedded in daily routines and business processes, addressing fears about job loss and AI literacy.
The key takeaway? Human collaboration, creativity, and judgment will remain essential.
