This event is open to paid Forum members (Partners & Client-Side - FCA or PRA regulated)
We will be accepting arrivals from 09:00am, and the discussion will begin at 09:30am.
As artificial intelligence continues to embed itself across the marketing landscape, marketers continue to change and evolve with the technology. AI is no longer just a channel or a tool, but is now influencing how teams plan, optimise and measure activity, whilst increasingly impacting how customers discover, evaluate and choose which brands to interact with.
Part One - AI In the Marketing Engine
From search and content planning to optimisation, insight and measurement, AI is changing how decisions are made long before a customer ever sees an ad.
This session will explore the role of internal company AI in performance marketing, focusing on how teams are using AI-driven search, content optimisation and analytics to improve efficiency and effectiveness. We’ll examine how approaches such as AI search optimisation, generative content frameworks and new measurement models are influencing planning and execution, as well as what governance, skills and guardrails are needed to make them work in regulated environments.
Alexia Barra, Marketing Director, Capital Group
Alexia is an award-winning global marketing leader with extensive experience in financial services, wealth and asset management across EMEA, LATAM and the US. She specialises in marketing transformation, digital and AI strategy, and growth initiatives that bridge marketing and sales to deliver scalable commercial impact. Alexia has led regional expansion strategies, pioneered AI-driven content innovation and built high-performing digital teams, earning industry recognition for her work in innovation and transformation.
Simon James, International Lead, Group Vice President - Data Science & AI, Publicis Sapient
Simon James leads global data and AI transformation programmes for major organisations. With over two decades of experience spanning data science, strategy and digital innovation, he specialises in helping businesses turn AI from ambition into scalable, real-world impact. Simon oversees end-to-end delivery, from shaping strategy with senior stakeholders through to implementation at scale, combining technical depth with a strong focus on behavioural insight and ethical application. A regular industry commentator and international speaker, he is passionate about building intelligent, future-ready enterprises powered by data and AI.
Rob Isaacs, AI Advisory, Rose+Cactus
Rob Isaacs works with senior leaders to turn AI ambition into practical, sustainable delivery. With three decades of experience spanning blue-chip agencies and leading consultancy environments, he specialises in helping organisations move beyond pilots and proof-of-concepts to embed AI in ways that genuinely drive value.
Part Two - AI At the Point of Choice
Generative platforms, conversational interfaces and AI-powered recommendations are beginning to shape decisions that were once driven by search results, comparison tables and paid listings.
This session will explore how customer-facing AI is changing visibility, influence and conversion. From sponsored placements within AI platforms to optimisation for generative answers, we’ll examine how brands can adapt their performance strategies for AI-led discovery, and what this means for content, paid media and attribution. We’ll also consider the implications for trust and transparency when AI sits between brands and customers, and how marketers can prepare for a future where performance is driven as much by AI interpretation as user intent.
Duncan Sparke, Divisional Director, Man Bites Dog
Duncan leads the financial services division at strategic marketing consultancy Man Bites Dog. In particular he specialises in working with companies across the financial services sector to deliver stand-out pieces of global thought leadership that bridge the divide between commercial objectives and the increased role of sustainability in business.
Leilah Aintaoui, Managing Director, VideoSmart
Leilah Aintaoui is a dynamic and forward-thinking female leader specialising in digital growth, video marketing, and the intersection of personalisation and artificial intelligence. She has a deep understanding of how emerging technologies can drive engagement, enhance customer experience, and optimise marketing strategies. With expertise spanning video technology, AI-powered video personalisation, big data, and scalable communications, Leilah has worked across a variety of industries including financial services, travel, and utilities. She is particularly passionate about harnessing the power of personalised video and AI to create tailored, immersive experiences for audiences—transforming how brands connect with their customers in meaningful, data-driven ways.
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