Brand trust is being built differently in an AI-shaped world.

People now discover, judge and engage with brands across more channels, at greater speed and with sharper expectations. At the same time, LLMs are becoming a new kind of brand audience. They do not browse like people, but they do interpret signals, rank information and influence what gets recommended.

This Coffee & Conversation will look at what brand trust means when both humans and AI agents are shaping discovery and decision-making. From visibility and credibility signals to governance, risk and relevance, the discussion will explore how marketers can build brands that are easier to find, easier to believe and harder to overlook.

The session will unpack where the traditional brand playbook is being challenged, what marketers need to rethink, and how organisations can show up with greater clarity in a world where trust is being interpreted by both people and machines. The session will be facilitated by Angela Wong from HSBC and Virginia Ngai from Prophet.

Coffee & Conversation is an intimate, Members-only gathering that brings a small group together for an open discussion around the topics that matter most to them. There is no formal agenda and no presentations, simply a thoughtful working session with people navigating similar questions and challenges.