Brand Matters, AI Evolves: Key Takeaways from TuringFest 2024

“If you want to make friends in the UK quickly, wear a Def Leppard shirt, preferably from the Hysteria 87 tour.”

I just got back to London from TuringFest in Edinburgh. I gave a talk on Branding in the Age of AI and sat on a panel with Rand Fishkin, discussing how AI will transform marketing. It was referred to as the “heated” panel which I think is a good thing, right? I mean doesn’t it suck when everyone on a panel agrees? Why did it get heated? Well, for one, nothing seems to be working in marketing at the moment because AI is scaring the shit out of everyone, but more importantly, marketers, B2B specifically, are running on a lack of strong opinions and the experience of actually getting shit done.

Everyone on LinkedIn seems to be saying the same thing over and over again while shouting philosophical advice without having successfully done the tactics they are shilling out. If there’s one benefit of being a “seasoned” marketer in the world of AI, it’s this: I’ve seen a lot, and I know what works and what doesn’t, but most importantly, I know what f*cking good looks like. I think that’s the critical piece that lots of people are missing. It’s the superpower that will separate the marketers who are actually doing it instead of just preaching.

Anyway, I also started a new job, saw my favorite band of all time play my favorite album of all time twice! More on that in the next issue. So, without further ado, here are four undeniable trends I observed at TuringFest this year:

1. Brand Matters More Than Ever

Businesses don't buy from companies they don't trust, and they don’t trust brands they've never heard of. Brand is how you build that trust over time, and this is critical not only for differentiation but for future-proofing your sales and marketing. Without a strong brand, you're invisible. Period. It’s also one of the places where I think we need to limit the generative AI. The core of the brand; story, messaging, and the narrative should be human. AI can and should be used for validation and as a springboard for ideas, but protect the core at all costs, don’t let AI turn it into something distilled, safe, and boring.

2. AI: Learn It, Don't Worship It

There was endless chatter about AI's impact on marketing and the impending replacement of human marketers. Let's be real—it's premature to think marketers are on the brink of extinction, but that day is coming sooner than later. Entry-level marketing jobs will vanish, replaced by those who know how to wield AI as a creative assistant, specialised copywriter, or analytical tool. Understanding AI is now a baseline requirement, not a nice-to-have.

3. AI Integration: Build In-House or Plug Into Advanced AI?

Startups and scale-ups are increasingly faced with the decision of whether to build AI capabilities in-house or integrate advanced AI services from tech giants. Leveraging advanced AI services allows quick integration of cutting-edge technology, enabling startups to focus on their core business and iterate rapidly. Conversely, building AI in-house offers greater control and customisation, creating proprietary features that can differentiate products in a crowded market. The optimal strategy is to initially plug into advanced AI services for speed and cost-effectiveness, then evaluate the potential for in-house development as they grow, balancing immediate functionality with future innovation and differentiation opportunities.

4. Everything starts and ends with positioning and alignment

Product, positioning, story, and narrative might seem like they’ve taken a backseat to AI hype, but they're more critical than ever. You must know who you are, who you serve, and who you don’t. Aligning product, sales, and marketing should be every marketer's priority. AI can help with competitive analysis and message testing at scale, but the human touch is irreplaceable in crafting and delivering effective messaging.

TuringFest is always a treat. It’s one of the best-run marketing events I’ve been to. And of course, it’s in Edinburgh, which I never tire of. I even found time to sneak out for a?quick hike with my Panasonic S9 to the place where the panoramic photo was invented.?Below is that shot, the one photo I hiked up to get, and it was worth it. Look at that view! Check out the rest of my?Edinburgh photos here. There are zero edits, all straight from the camera.

In other news, this week marks both my birthday and the start of a new chapter in my career. Interestingly, my first day at LinkedIn also fell on my birthday. Funny how things align.

So, what’s the new gig? I'll be leading marketing at Jigsaw, a rapidly growing tech startup specialising in corporate diagramming powered by AI. Fresh off their Series A, I’m seriously excited about the potential here. By the way, the limited edition version of my new book is back in stock, and keep an eye out for the digital version coming this fall.