AI is rapidly changing how brands engage with consumers, often faster than people can adapt to the change. As companies push toward more automation and efficiency, a new expectation is emerging. People still want experiences that feel relevant, trustworthy and human. They want to feel understood and valued, not simply managed through increasingly automated interactions.

Bringing together leaders across customer experience, loyalty, behavioral science and brand innovation, this conversation will explore the growing tension between AI-driven efficiency and human connection, and how expectations around trust, personalization and loyalty are shifting as AI becomes a bigger part of everyday experience.

EY contributor: Patricia Camden, Managing Director, EY Studio+ Customer Experience and Loyalty Leader

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Marketers, especially those in highly regulated sectors, need to be nimble and evolve as consumer expectations, driven by ever-increasing comfort with and adoption of AI, demand more.

But the old guardrails inherent in marketers’ approaches - some assumed or taken for granted - need to be reconsidered as well.

Because now is not the time to let outdated constructs dominate decisions. Brands that win will get around any obstacles, real or perceived, to meet consumers where they are and deliver, through the power of AI, experiences that resonate.

In partnership with The Female Quotient, EY Studio+ and ADWEEK, this roundtable convenes executives for a candid exchange on the operational and leadership imperatives this moment demands - to build not the next but the now of marketing.

EY contributors: Laurence Buchanan, EY Studio+ Global Leader, Pierre Beaufils, EY Global Deputy Vice Chair - Consulting

As AI reshapes how enterprises grow, compete and create value, the role of CX, marketing and brand is undergoing a fundamental shift. Long viewed primarily as commercial or creative functions, they are increasingly becoming core drivers of enterprise performance, influencing revenue growth, operational efficiency, risk management, customer trust and long-term competitive advantage.

Yet many organizations still struggle to articulate this value in ways that resonate consistently across executive leadership, boards and financial decision-makers. In a market increasingly defined by AI-enabled transformation, the challenge is no longer simply proving marketing effectiveness; it is demonstrating how customer experience, brand, data and AI orchestration combine to create measurable enterprise value.

EY contributors: Laurence Buchanan, EY Studio+ Global Leader, Karen Crum, EY-Parthenon Global Strategy Leader