UK Marketers Reveal How AI, Authenticity, and Unique Experiences Are Shaping the Future of Branding

UK Marketers Share Insights on AI, Attention, and Customer-Centric Strategies

Mastercard is creating unique experiences by offering consumers opportunities they can’t buy—like letting cardholders appear in a Lady Gaga video. Kerry Elsdon, Mastercard’s SVP of digital marketing and MarTech, sums it up simply: give people what they want that connects with their passions and feels truly one-of-a-kind.

At the recent Brand Innovators Marketing Leadership Summit in London, marketing leaders across industries revealed how focusing on unique experiences, attention metrics, and practical AI use is shaping their strategies.

Attention Over Raw Reach

Suvit Yeung, marketing manager at The Hershey Company, emphasizes prioritizing “attentive reach” instead of just raw reach. His point: not all consumer engagements hold the same value. For example, outdoor ads on public transport work because people are a captive audience, giving brands a chance to make a meaningful impression.

AI as a Practical Tool, Not a Magic Bullet

Many marketers agree that AI should be viewed as a tool rather than a solution in itself. Alex Thurgood, digital operations director at Canon Europe, shares that AI helps with tasks like video translation and audio dubbing, saving time and costs. He advises persistence: AI tools improve over time, so if results aren’t perfect initially, keep going.

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The Creator Economy and Authentic Influencer Partnerships

Hamza Ayub, CMO of Subway Switzerland, highlights that 60% of young people aged 13-21 aspire to be influencers. For brands targeting younger audiences, collaborating with influencers is essential because “people trust people, not faceless corporations.”

He stresses the importance of authenticity in influencer content. Overly scripted messages lose credibility quickly, so allowing influencers to speak naturally maintains trust and effectiveness.

Customer-Centric Loyalty Programs

Lisa Kirkbright from Skoda explains their loyalty approach focuses on surprising and delighting customers based on data insights. For instance, customer preferences gathered through surveys and car data drive perks like discounts or free coffee, rather than generic rewards.

This ongoing tuning of messaging ensures it stays relevant and resonates with what customers truly want.

Balancing Data with Gut Instinct

Guy Rogers, senior strategy manager at Lenovo, reminds marketers that while data provides rigor, gut instinct still has value. Being open to testing new opportunities—even when data is limited—can uncover unexpected wins.

• Focus on meaningful engagements rather than just broad reach.
• Use AI tools as helpers, not quick fixes; persistence pays off.
• Partner authentically with creators to build trust with younger consumers.
• Leverage customer data to tailor loyalty rewards and messaging.
• Combine data insights with intuition to stay open to fresh ideas.

These insights offer a grounded approach for marketers looking to connect more deeply with their audiences while using new technologies wisely.