Inside MBA’s AI Week 2025
ㅤ
Last week, we opened our doors for MBA’s first-ever AI Week: a packed programme of panel discussions, online sessions and live demonstrations exploring how AI is reshaping the way organisations communicate, create, and connect with customers.
When we first planned AI Week, we wanted it to be a space to unpack the questions, opportunities, and understandable concerns that have surfaced as AI has quickly reshaped the digital world and slipped into the background of so much of our everyday lives. It’s fair to say we achieved that, and more. Each event sparked thoughtful conversations, fresh ideas, and a real sense of momentum around how AI can support smarter, more connected customer experiences.
ㅤ
Four Events. Three Days. One Big Conversation About the Future of Communication.
Event 1: AI & Creativity: Collaboration or Competition?
Hosted by Studio Certain
We opened the week by diving into one of the most debated questions in the creative world: what does generative AI mean for creativity? The conversation covered everything from the risks of misuse to the huge potential for AI to expand what creators can do.
We heard a range of viewpoints, from how PPL are navigating AI’s impact on copyright, licensing, and performer royalties, to Fremantle’s focus on safeguarding originality while still embracing innovation. The session also showcased striking examples of AI-enhanced creative work, including how Studio Certain are using AI to develop complex, brand-attuned visuals that speed up ideation without compromising craft.
“AI is an incredible assistive tool in so many creative endeavours. But what’s really essential is that we have transparency around what creative works have been used in the training of an AI system.” – Camilla Waite, General Counsel, PPL
The discussion closed with the big question: is AI competition or collaboration?
Our panel’s answer: it can feel like both, especially in the early stages, but ultimately, AI becomes a collaborative partner when guided by human imagination. Creativity still starts with people; AI just helps push the boundaries.
“I hope people will have more curiosity, more interest, more excitement about what’s happening in the AI space.” – Toby Prosser, Director of Global Marketing, Fremantle
ㅤ
Event 2: How to Build the Best AI Outcomes Through Inclusive Data Science
Hosted by Women of AI
Day two shifted the focus from creativity to people. Cerestrial, an inclusive and sustainable growth leader, led an engaging session on how inclusivity strengthens AI outcomes and why diverse teams are crucial to responsible innovation.
The audience took part in a live AI talent inclusivity audit, which sparked honest discussion about where bias shows up, who gets excluded, and what meaningful representation really looks like in practice.
A standout reminder from the session was this: curiosity drives better AI outcomes than technical skill alone. You don’t need to be a developer to shape how AI functions, you just need the willingness to question, explore, and challenge assumptions.
The panel also highlighted key issues with today’s AI systems: they’re often trained on narrow datasets that don’t reflect the people meant to use them. As our hosts pointed out, diversity isn’t just ‘a good thing to do’, it leads to better business growth. Broader perspectives lead to better insights, more relevant experiences, and can even reduce development time dramatically.
This session encouraged us to look beyond the technology itself and pay closer attention to the people behind it, a perspective that will be influencing MBA’s own AI roadmap going forward.
ㅤ
Event 3: Not Just a Transaction: Using AI to Drive Lasting Loyalty
Hosted by Intilery
Our online session with Intilery brought the conversation back to fundamentals: AI isn’t a magic fix for customer strategy, and it won’t transform customer behaviour on its own.
“I think it’s really important to have that conversation around how AI and customer loyalty comes together to deliver business objectives and to deliver on customer expectations” – Gianfranco Cuzziol, CRM Specialist
A key message from the session was that success with AI in CRM starts with getting the basics right: knowing your customers, understanding their needs, and building experiences that earn trust. Too many organisations jump straight into AI expecting it to ‘do the work’, without the groundwork that makes those tools effective.
We also explored the reality that you don’t need to wait for perfection to start. Small, low-risk experiments can drive valuable early learning, as long as teams understand how to manage risk responsibly.
The panel reinforced that AI should never be used for the sake of it. Its value lies in making things smoother, faster, and more personalised for real people. It’s about enhancing customer experience whilst keeping the human empathy at the heart of strong relationships.
Ultimately, the session reminded us that loyalty isn’t built through technology alone. It comes from consistent experiences that respect the customer, and AI is most powerful when it strengthens, not shortcuts, that connection.
Missed this webinar? You can watch the full session here.
ㅤ
Event 4: Beyond the Algorithm: How Brands Maintain Authenticity in the AI Era
Hosted by VideoSmart
We closed the week with a vibrant discussion on authenticity, and what it means at a time when AI is part of nearly every creative and marketing process.
The panel tackled one of the biggest questions brands have right now: how do you keep your message genuine when AI is everywhere? Rather than leaning into the fear or controversy, the discussion encouraged experimentation and openness. As one of our speakers said, “the first pancake is never perfect” but every test teaches you something valuable.
“We haven’t yet unlocked the deeper level of what AI can do, and I think how we do that is by going out and using it to see what we can get from it.” – David Hooker, Head of Brand, Printful
The takeaway was clear: customers care far less about whether something was made with AI, and far more about whether it feels honest, relevant, and emotionally meaningful. Authenticity comes from staying true to your brand values and keeping your audience front and centre.
AI is levelling the creative playing field. You no longer need specialist skills to express an idea visually or conceptually. But even as AI speeds up execution, one principle endures: quality is still quality, regardless of the tools used to make it.
“Don’t be all the gear and no idea. It’s fantastic technology that will give us speed and scale, but take time to understand who you are and what you stand for.” – Scott Stockwell, Founder, Workmatik
ㅤ
Shaping the Future of AI at MBA
AI Week wasn’t just a chance for us to showcase ideas, it helped shape our own direction.
“There’s so much noise and confusion about how AI should be used. When you come together in one space and hear from people about how they’re using it effectively, it gives you that confidence to go away and start doing it.” – Leilah Aintaoui, Digital Growth Director, MBA Group
Across every communication channel, AI is opening new ways for us to streamline processes, enhance personalisation, and support more responsive customer journeys. But the message that resonated across all four events was that AI must be used responsibly, securely, and with people at the core.
As we look ahead, MBA will continue investing in technologies that empower both our clients and our teams. That means:
- Developing responsible, secure AI capabilities
- Enhancing automation across the customer communication lifecycle
- Supporting clients as they adopt AI confidently and compliantly
AI Week proved that the future isn’t about choosing between people and technology. It’s about combining the two to create experiences that are smarter, safer, and more meaningful.
We can’t wait to help shape that future for our clients!
ㅤ
This is just the beginning
Unlock our toolkit for actionable AI solutions:
Stay Connected
Start innovating
Your contact details
