In an AI-driven world, brand visibility is being fundamentally redefined. As AI agents increasingly mediate the customer journey, from initial research through to purchase, brands face a critical question: if AI can't see you, can your customers?

In this podcast, Sophie Devonshire, Chief Executive of The Marketing Society, is joined by Steven Carvalho (Senior Manager, Accenture Song) and Alex Pott (Consumer Digital Director, VodafoneThree) to explore how brands can stay visible, relevant, and trusted in this rapidly evolving landscape.

We'll be exploring how Generative Engine Optimisation (GEO) is just the tip of the iceberg, because its effects ripple across the entire commercial organisation. Beyond marketing, it influences brand trust, reputation management, competitive positioning, customer experience, data infrastructure, and even how teams collaborate to stay relevant in an AI-driven landscape.

The risk is clear: if AI can't see you, neither can your customers. Optimising for AI search is just the starting point in a future where the entire journey, from research to purchase, could be carried out by a customer's AI agent. The challenge is making sure your brand stays visible, relevant, and trusted in that world.

With news of ChatGPT in the US rolling out instant checkout, it won't be long before it impacts the commerce experience in UK. This shift will be seismic.

Hear how AI is impacting brand visibility and customer experience today, the real-world challenges organisations are facing, and how marketers can shape the business agenda around these agentic opportunities.

With the dust having settled on The Marketing Society Global Awards for 2025, in this podcast we are joined by Chris Dunne, Head of Marketing at Thinkbox, and the award-winning team at The AA and The Gate London, to discuss their campaign which won the award for Best Brand Communication (Large).

In this discussion, Will Harrison (Group Marketing Director, The AA) and Kit Altin (Chief Strategy Officer, The Gate London) talk us through The AA's remarkable transformation from roadside assistance provider to a brand built for every moment in your driving world. Discover how they identified the opportunity to reinvent a heritage brand, why they made the customer the hero of the story, and the creative approach behind "Always Ahead" that used humour and confidence to drive fame, emotional connection, and cultural impact.

Hear about the boldest risks they took, how the campaign transformed internal culture at The AA, and the commercial power of brand-building communications that proved effectiveness at scale.

Members can see the case study here:https://marketingsociety.com/case-studies/marketing-society-global-awards-2025-brand-communication-large-winner

Find out more about The Marketing Society Awards here https://marketingsociety.com/Global-41st-Awards

Welcome to "In my humble opinion", a podcast collaboration between The Marketing Society and Publicis Groupe UK that creates a space for marketing leaders to discuss their opinions on topics affecting our industry which they think about but may not always say out loud.

You're joining us for our next episode in the series '‘In My Humble Opinion… Gen Z aren't breaking the world, they're holding it together

Featuring Lilli English, Chief Strategy Officer at Leo UK, Joe Beveridge, Head of Strategy at Leo UK, and Hannah Pain, Head of Marketing at McDonald's.

Lilli, Joe and Hannah tackle one of the most misunderstood generations in recent history – challenging the lazy stereotypes that paint Gen Z as phone-obsessed, feckless and detached, and revealing the surprising truth hidden in Leo's latest Pop Pulse research.

Despite the media narrative, this generation isn't breaking things up from their couches. They're the sage voices emerging from the huddle – the micro influencers in every household who are shaping decisions across everything from music and tech to DIY, cooking tomato soup and booking holidays. Where wisdom used to trickle down, it's now rippling out from Gen Z, making them not a fringe cohort or future audience, but a commercial imperative today.

They explore Leo's principles for winning with this generation, including why brands need to be "magnet, not mirror" – showing up as an unfiltered, authentic version of themselves rather than desperately trying to speak Gen Z's language. From McDonald's evolution from "confidently humble" to "unashamedly McDonald's", to understanding why this generation holds the keys to the mainstream, they reveal why getting Gen Z right isn't about alienating others – it's your route to reaching everyone.

Don't forget to subscribe, rate, and review our podcast!

Our industry is filled with many brilliant minds with thought provoking views, we can’t wait to bring them to you, our next episode of “In my humble opinion” will be coming soon and find our series of content of the same name over at The Marketing Society website here.