This is Marketing:
AI, Agility, and Authenticity Reign Supreme
My first visit to This is Marketing allowed me to explore the trends that are shaping the future of marketing, including AI, agility, the importance of trust and authenticity, and how to engage audiences in a content-driven world.
written by: Sandra Bähr, Content & System Specialist at Panasonic TOUGHBOOK
I recently attended the This is Marketing event for the first time with my Panasonic colleagues – and what an experience it was! It was an inspiring deep dive into the future of marketing, from bold ideas on AI-driven personalisation and amplification, to strategies for building authentic brand experiences.
Even with nearly 20 years of marketing experience, every session sparked fresh thinking and ideas, as industry leaders challenged the status quo and shared insights that drive real change. I never stop learning!
AI: Your Marketing Amplifier
You may have heard this before, but AI isn’t here to replace marketers. It’s here to amplify what we do best. When used strategically, it can automate repetitive tasks, freeing us up to focus on creativity and strategy. At the end of the day, success depends on smart input and defining a clear role for AI:
- Quality output starts with quality input. Tools such as Copilot or ChatGPT are only as good as what you put in.
- Define AI’s role, train it, and leverage its insights to save time and improve quality.
Marketing is All About Staying Agile
Marketing is evolving at breakneck speeds, so success depends on curiosity, agility, and a human-centric approach. Technology will shape the future, but meaningful connections still start with people. Listening to German American entrepreneur, Judith Williams, got me thinking:
- Adaptability Wins: Brands must stay flexible to remain relevant.
- A Growth Mindset Matters: Resilience, confidence, and openness to feedback fuel continuous learning.
- People Follow People: Emotional connections build stronger brands than features alone.
- Futureproof Yourself: Embrace perseverance, learn from mistakes, and value constructive criticism. Forget perfection; keep learning and believe in yourself.
Content is Still King
One of the standout insights was the sheer scale of content required for successful campaigns. For example, in major launches, marketers can sometimes need hundreds of videos in different formats and at different angles, to identify what truly resonates with audiences.
Instead of producing a small amount of content (because that’s the way it’s always been done), start testing what works, don’t assume what may work. In today’s world where we are consumed by content, seeing is believing – push yourself to go beyond your comfort zone.
Ultimately, volume and variety are essential to find what works.
Don’t Underestimate Email
Email marketing still remains one of the most effective channels, delivering an impressive 40% ROI. Far from outdated, it thrives when done right, through personalisation and timing. Generic blasts never work; audiences expect tailored messages enriched with behavioural insights. Tools like Klick-Tipp enable smarter segmentation and highly targeted campaigns.
Trust is the foundation of everything. Buyers often need 20 touchpoints before purchasing, so email should be used to build relationships, not just push sales. During launches, increasing frequency can boost results, but authenticity matters most. In today’s trust economy, value-driven communication is a powerful tool.
Even in an AI-driven world, email remains a powerful tool – especially when the messaging is personalised, consistent, and well-timed.
Influencers Remain…Influential
Influencer marketing is regaining importance as audiences trust recommendations from real people over brand messaging. Case studies and authentic voices create credibility and amplify reach, making influencer partnerships a valuable strategy for brand visibility.
Visual and Personal Branding is Key for LinkedIn
Whilst LinkedIn remains the dominant B2B platform, it’s increasingly evolving toward visual-first content. Posts with strong visuals, series, and trending topics perform best. Personal branding is critical; as I said before, people follow people, not logos, so aligning individual profiles with company goals like awareness or talent acquisition is key.
It’s old hat, but consistency and timing of posts is crucial – as is SEO to drive sustained visibility.
Test, Visualise, and Hook on Social Media
Platforms like TikTok and Instagram can influence LinkedIn trends, so staying ahead means experimenting with short-form video and strong hooks. Social algorithms reward authentic, engaging content, so marketers should try different formats. AI tools can help generate ideas and scale content, but creativity and storytelling remain essential for building trust.
Marketing never stands still – and neither did I at This is Marketing (my pedometer provides proof!). From AI to authentic connections, the future belongs to those who stay curious, agile, and human. Here’s to embracing change and shaping what’s next for marketing in 2026 and beyond.
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