SYD | Marketing Circle: Brand Authenticity in times of AI

About the Marketing Circle

The Marketing Circle offers its members the exclusive opportunity to discuss the latest industry challenges and developments, and to share their expertise and experience. Marketing is an ever-evolving industry. Technological developments such as MarTech, ChatGPT and Web 3 are changing the way we work and communicate with our audiences. The challenges posed by GDPR (General Data Protection Regulation) and Australian privacy laws often make it feel like we are trying to find our way through a legal jungle. The Marketing Circle gives marketing managers of our member organisations the chance to meet and discuss current developments in the marketing landscape, sharing expertise and experience. All of our circles follow the Chatham House rules.

Topic: Brand Authenticity in times of AI

We’re all guilty of using them: Large Language Models and, more broadly, generative AI. In many ways, Gen AI makes a lot of tasks more efficient and offers new approaches, but more often than not, we read through content on websites, social media, newsletters and other communication channels and spot AI-written content. Let’s be honest, most of it sounds quite similar, very generic and uses the same flows and vocabulary, not to forget AI’s favourite punctuation – the dash “-“.

As AI continues to evolve, businesses face a bigger challenge than simply creating content.

How do you remain authentic? How do you build trust? And how do you create communication that people genuinely connect with?

Bianca Schwartpaul, Founder of marketing agency B Thriven, works with businesses to develop authentic communication that strengthens trust, credibility and long-term relationships. Working with multinational organisations, she helps clients balance global brand guidelines with local market expectations while ensuring their communication remains genuine, consistent and human. In this session, Bianca will share practical insights into maintaining an authentic brand voice while using AI effectively. She will also explore how businesses can strengthen trust through sales psychology and personal branding, creating content that not only sounds authentic but also builds lasting relationships with their audience.
 

We look forward to hearing Bianca's recent experiences and practical examples of building brand authenticity in times of AI, particularly in an international business context.