Building Trust in the Age of AI: The human advantage

AI makes visibility easy. Trust is the hard part. And it’s the only part that matters.

AI has changed the game. Content is cheaper, ads are smarter, and every brand has access to the same tools. But here’s the problem…when everyone can do everything, nothing stands out.
The brands winning right now aren’t the ones using AI the most. They’re the ones using it wisely, while doubling down on the one thing AI can’t replicate: genuine human connection.
This panel brings together four experts at the sharp end of modern B2B marketing to explore what it really takes to build visibility, pipeline, and trust in a world saturated with AI-generated noise.

What We’ll Cover:

  • How AI is reshaping paid media, from bidding and targeting to ad formats and what it means for your ROI and visibility.
  • Why differentiated brand thinking is the real growth lever for B2B tech companies navigating complex, long sales cycles.
  • How to build demand generation programmes driven by real intent, not generic content flooding already noisy channels.
  • Why visibility without authenticity is just noise and how to invest in the human side of your marketing to build trust that lasts.

The Panel

  • Mark Blaylock, Fox Agency: Brand strategy experts making the case for bold, differentiated brand thinking in B2B tech, where trust and clarity are the ultimate conversion tools.
  • Nick Washbourne, Convertsense: Demand generation leader on how to cut through the noise and build an intent-driven pipeline when AI is commoditising content at scale.
  • Clare Shutt, Head of Marketing at Department, and panel host.  Clare has over 25 years of experience in digital marketing and lead generation and has witnessed firsthand how the digital landscape has changed from rankings to AI citation and brand authority.

Agenda

  • 8:30 – 9:15 Breakfast and networking
  • 9:15 – 9:50 Panel discussion starts
  • 9:50 – 10:00 Q&A
  • 10:00 Further networking
This event is aimed at: Directors of Marketing Agencies, senior marketers in digital agencies, head of brand, head of marketing & directors of marketing.

Speakers Include:

  • Nick Washbourne

    Founder and Director, Convertsense

  • Mark Blaylock

    Director, Fox Agency

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