E143: AI Can Automate, But Can It Build Brand?

E143: AI Can Automate, But Can It Build Brand?

From B2B Marketing Futures by Adzact

March 13, 2026 · 41 min · Season 2 · Episode 143

About this episode

The episode discusses the role of brand in an increasingly automated marketing landscape driven by AI.

In an AI-first world where targeting, sequencing, campaign optimisation, and even content creation can increasingly be automated, many marketing leaders are beginning to ask a fundamental question: what actually remains distinctive about marketing? In this episode of B2B Marketing Futures, senior marketing and go-to-market leaders come together for a roundtable conversation on whether brand may ultimately become the last durable advantage in the AI era. From the future of digital marketing strategy and the role of creativity in an age of AI-generated content, to the power and limits of hyper-personalisation and the need to rethink modern go-to-market models, the panel explores how marketing teams can remain strategic as automation accelerates. Participants: • Anne Dorthe Gyldenkærne, Chief Marketing Officer, Configit • Alex Olley, Co-Founder & Chief Revenue Officer, Reachdesk • Johannes Hoech, Chief Marketing Officer, Sift • Shannon Belew, Global GTM Strategist and Co-founder of IntoTexas (an AI-focused consortium)

People in this episode

Guests: Anne Dorthe Gyldenkærne, Alex Olley, Johannes Hoech, Shannon Belew

Topics covered

  • AI in marketing
  • brand strategy
  • digital marketing
  • automation
  • creativity
  • hyper-personalisation
  • go-to-market models

Keywords

  • AI
  • automation
  • marketing strategy
  • brand
  • digital marketing
  • creativity
  • hyper-personalisation

Mentioned in this episode

Organizations: Configit, Reachdesk, Sift, IntoTexas

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