Is AI choosing your brand?
AI is changing how consumers discover, assess and choose brands. This webinar explores what that shift means for marketers and how brands can remain meaningfully different to people while becoming more visible and recommendable to machines.
Join Kantar’s Mark Kennedy, Gareth O’Neill and Ryan France for a thought-provoking discussion on the future of brand growth in an AI-mediated world.
Drawing on new consumer research and practical category examples, we’ll explore how AI is changing discovery, consideration and choice, where human judgement remains irreplaceable, and how brands can make their Meaningful Difference easier for people to choose and machines to recommend.
Topics covered
- How AI is changing brand discovery, consideration and choice
- Why brands increasingly need to win with people and machines
- What makes a brand visible, credible and recommendable to AI
- How Meaningful Difference can help brands succeed in an AI-mediated world
- Practical considerations for marketers across different brands and categories
What you will learn
- How AI is reshaping the consumer decision-making journey
- Why AI’s impact will differ by category and type of purchase
- How to assess whether a brand is positioned to be chosen by people and recommended by machines
- What marketers should consider now to prepare their brands for an increasingly AI-mediated future
Key Takeaways
- • Brand still matters: AI changes how choices are made, but it does not remove the need for strong, meaningfully different brands.
- • Every category will be affected differently: AI’s influence depends on the nature, complexity and personal importance of the decision.
- • Brands need to win twice: They must build preference with people while also being visible and credible to machines.
- • Understanding AI’s portrayal of your brand is essential: Marketers need to know how AI platforms represent, compare and recommend their brands.
- • Meaningful Difference remains a growth advantage: Brands should make that difference easy for consumers to recognise and easy for AI to communicate.
Recordings of AMI webinars are available on demand exclusively to AMI members via the AMI Member Hub. Log in using your member credentials through the AMI website main page, then navigate to the Professional Development section to access the webinar recordings.
About the presenters
Mark Kennedy
Managing Partner, Kantar Consultin
Mark leads Kantar’s Consulting practice in Australia, bringing extensive experience in brand, marketing and organisational strategy. His career has spanned senior strategy and leadership roles across Kantar, Landor, Blue Marlin Brand Design and South African Breweries, working across Australia, Asia and global markets. He specialises in connecting brand strategy and consumer insight with commercial growth and marketing effectiveness.
Gareth O’Neill
APAC Head of Brand, Kantar
Gareth is Kantar’s Head of Brand Guidance for Australia and APAC, with more than 25 years’ experience across research, brand and media. He leads Kantar’s brand guidance offer across the region, helping organisations understand what drives brand choice and how to build brands that are meaningfully different. Increasingly, his work explores how AI is reshaping the way brands are discovered, compared and selected
Ryan France
Head of Brand Strategy, Kantar
Ryan is a senior brand strategist with deep experience shaping and growing brands across complex and competitive markets. As Kantar’s Head of Brand Strategy, he combines strategic thinking with consumer insight to help organisations define clear positioning, identify growth opportunities and connect brand strategy to commercial outcomes. His experience spans brand strategy and positioning across Australia and APAC.
