Gen AI is now part of everyday marketing, but for most, the impact is still modest. This session shares the key findings from ISBA’s latest GenAI Survey 2026, looking at what’s driving real change for the small group seeing significant impact — and how they differ from the rest.
A lot of the focus so far has been on efficiency — doing things quicker — but the real gains are coming when teams focus on effectiveness: improving the quality and impact of what they produce.
The findings also show how adoption is starting to reshape agency relationships. For more advanced organisations, this is playing out in faster ways of working, different team structures and evolving scopes of work.
At the same time, day-to-day use tells an important story. While 65% are using Gen AI regularly, only 28% say it’s meaningfully changed how they work — highlighting a clear gap between using it and getting real value.
This session will explore what sits behind that gap, with insights from advertisers who are seeing the greatest impact on their activity and business results, and how they’re approaching effectiveness and working with agencies to deliver better outcomes.
Speakers include:
- Neill Torbit, Head of Brand Design and Creative, Rightmove (AI Steering Group Co-Chair)
- Meg Gatenby, Head of Marketing Technology, NatWest (AI Steering Group Co-Chair)
- Spencer Fox, Founder, Fox Creative Excellence Advisory
Plus more brand speakers to be announced
Book now
Cost
FREE
Type
Online event