Knowing how AI and marketing will evolve to affect your work is a must now to keep up with the competition and changing market. Many experts, including CEO of Nvidia, Jensen Huang, say that people won’t lose their jobs to AI but to those who learn and effectively use AI.
AI is rapidly reshaping marketing, and staying ahead means more than just knowing the latest trends—it’s about putting AI to work in ways that drive real results. That’s why equitably.ai, in partnership with the Australian Marketing Institute (AMI), hosted our first webinar together, featuring leading AI practitioners and researchers from the UK, a global centre for AI and the creative industries. Attendees had the opportunity to hear about the latest on AI and marketing from the UK & Europe and AI case studies on real-world success stories, AI use cases and AI tools for marketing performance and personal productivity.
AI and Marketing: Topics and Takeaways
Marketers today navigate an evolving AI landscape filled with opportunities and challenges that offer valuable lessons on how AI and marketing are successfully integrated. From AI-driven content generation to emerging regulatory trends, attendees walked away from the webinar with knowledge of where in their marketing role or function AI can have the biggest impact, five tools that could be used with immediate productivity impact, and the top themes in AI and marketing for Australia that could affect their work.
With real-life case studies as the main method of showcasing AI’s capability. Attendees had the opportunity to see how one of equitably.ai’s own companies, AI First Trading, as the name suggests uses AI in its critical functions such as brand positioning, marketing planning, website creation, image and video content creation, copywriting, search engine optimisation (SEO) — resulting in the website being a featured snippet and number 1 in search engine results page (SERP) — and even pricing strategies.
As well as case studies, the webinar covered the following topics:
- AI market in the UK and Europe
- Where is AI being deployed in marketing with success
- Who are some of the players deploying AI and those that are not?
- Demonstration of some top off-the-shelf AI tools
- Common AI use cases in marketing
- Common successes and pitfalls of AI initiatives
- AI risks, including responsible AI and regulations
- Key AI deployment lessons from the UK and Europe
- What can be on the AI horizon for Australia?
Expert Insights: Real-World AI in Action
As seen in the case studies, what makes equitably.ai’s training stand out is its focus on real-world applications. We were joined by Kate Bradley Chernis, CEO of Lately.ai, and Professor Neil Maiden, Professor of Digital Creativity at the Bayes Business School, to share their hands-on perspectives on AI’s role in marketing today and in the future.
Kate Bradley Chernis: Solving the Social Media Engagement Problem with AI
Kate Bradley Chernis is the founder and CEO of Lately.ai, an AI-driven content platform transforming social media marketing. Before becoming a tech entrepreneur, Kate was an XM radio broadcaster. She’s worked with global brands like Walmart and has been featured in industry publications for her innovative approach to AI-powered content marketing.
She highlighted a major challenge for marketers: 99% of social media content gets zero engagement. The issue isn’t just about reaching audiences—it’s about making them take action in a saturated digital space.
Her solution? AI-powered content repurposing. Lately.ai analyses a brand’s historical content, audience engagement data, and linguistic patterns to create an AI model that generates impactful social media posts. Instead of churning out generic AI-generated content, Lately extracts the most compelling, high-performing snippets—what Kate calls “sexy snippets”—that align with audience preferences and platform algorithms. The result? Smarter, more engaging content that gets noticed.
The Social Media problem and the Lately.ai solution
Professor Neil Maiden: The Future of AI in Marketing – Smaller, Smarter, More Customised
Neil Maiden is a Professor of Digital Creativity at Bayes Business School, City, University of London. He is the Director of the Institute for Creativity and AI and co-founder of the Centre for Creativity in Professional Practice. Maiden has contributed significantly to computational creativity, hosted the founding meeting of AISB, the UK’s largest AI society and led research projects worth over £64 million, managing over £10 million directly.
Neil shared his thoughts on where AI is headed, with one of the biggest expected trends being the rise of smaller, more specialised AI models. With advancements like DeepSeek, businesses will soon be able to mix and match different AI tools for specific marketing functions, creating tailored AI ecosystems instead of relying on one-size-fits-all solutions.
He also explored the broader implications of AI, predicting that large foundational models will fragment—much like social media platforms did—leading to different AI tools shaping different perceptions of the world. On the regulatory front, he noted that AI governance is shifting towards a licensing-based copyright model as governments work to balance creative rights with AI innovation. With AI regulation set to influence global marketing strategies, staying informed is necessary for compliance and a competitive advantage.
What the experts say
- AI is already transforming marketing – From content creation to team productivity, the right AI tools can deliver measurable improvements today.
- AI is becoming more modular – Smaller, specialised AI models will let marketers build customised AI ecosystems to fit their unique needs.
- Regulation will shape AI in marketing – As governments refine AI policies, understanding compliance and governance will be key to staying ahead.
Our upcoming AI Learning with AMI
Learn AI for marketers with more practical training.
If you missed out on this webinar, don't worry; members get access to all AMI webinar recordings. And if you want to learn more about AI and marketing, we have two 3-day workshops coming up:
- Practical agentic AI for marketing: Stop just Prompting. Start building. Go beyond basic chatbots and learn to create autonomous AI agents that execute complex marketing tasks for you. Register here
- AI for Marketing Creativity & Problem-Solving: Discover how AI can support creative thinking and help solve marketing challenges in new ways. Register here
For more professional development, recognition, and networking opportunities in marketing, visit our partner AMI’s website to become a member!