With AI dominating almost every conversation in the industry right now, it’s no surprise that it shaped much of the discussion at this year’s Navigate Now & Next.

Marketing is embracing AI but with mainly surface-level usage. The reality of this means a function best placed to benefit from AI, is quietly missing it entirely. Joe Hildebrand explains.

When AI can generate content at scale, human experience, judgment and authenticity are our most powerful and irreplaceable competitive advantage, Allison Beattie explains why.

Insights and take aways from The Marketing Society's session at Advertising Week Europe 2026 - AI’s Next Leap for Marketing Leaders.

This articles by Manesh Murthy explains how AI is triggering a shift in marketing, enabling smaller, smarter agencies to expand into full business impact while delivering faster, cheaper, and more integrated solutions.

Joe Hildebrand from Humari explains that while most marketing leaders are investing in AI tools and automation but the real returns come from investing in people, culture, and human readiness.

This article looks at how AI is a curator of existing brand reputation rather than a creator, meaning organisations must focus on strengthening their external signals and test at scale to understand how they're being represented in AI outputs.

AI in CX should focus on adapting experiences to individuals in real time, not just automating content at scale, according to Darius LaBelle in this article.

Ritchie Mehta and co-author Mark Evans draw on five years of research with 200+ global leaders to argue that career success in the age of AI requires a purposeful, adaptable approach they call the "conscious climb."

In this article Ramblin' Chick's Ebaid Albast argues that AI shouldn’t be used to generate content, it should be used to pressure-test thinking, so humans can build sharper, more distinctive brands instead of faster, more forgettable ones.