READ: How Brands Stay Visible When AI Decides

At the last IAA TALKS event of the 2025 series we turned our attention to AI’s impact on personal and brand identity.

The event, moderated by Samira Brophy, Senior Director, Creative Excellence UK at Ipsos, focused on what it means to live in a world where algorithms guide so many of our choices and influence which brands stand out.

Joining Samira were experts at the cutting edge of AI adoption in our industry, each bringing a unique point of view in this growth area:

Zoe Scaman opened the event with a no holds barred keynote exploring the transformative impact of AI agents on identity formation and its implications for the future of brand advertising. This was an eye-opening call to arms for our industry and really set the tone for the whole event
Brand strategist and effectiveness expert Tom Roach from Jellyfish explored what brand building in an AI world means today. He covered the changing search landscape, how brands can start to influence this new audience with brand communication, and how Jellyfish clients are measuring how their brands show up in the LLMs with Share of Model.
We wrapped up the event with a panel, where Samira, Zoe and Tom were joined by Sai Natarajan – Brand Strategist from Genpact – who brought to life the realities the brands face in this fast-changing landscape, sharing with the audience set of principles or guidelines for managing brand perception in the age of AI, particularly focused on how AI (like large language models) interacts with and interprets a brand.

Key takeaways

In this report, we’ve distilled key takeaways from the event.

The report has an extra bonus with links to Zoe’s and Tom’s slide decks.

[⬇ Download the Key Takeaways]

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