Thompson Spencer, Tracksuit and Google event examines AI impact on brand discovery

Thompson Spencer, Tracksuit and Google are coming together for The golden thread: Building brands when the algorithm is listening.

This event will get into how AI and algorithms are changing the way people discover, understand and choose brands.

Taking place at Thompson Spencer’s Auckland office on October 7, the complimentary event will feature presentations from all three organisations, followed by a panel discussion and audience Q&A.

At the heart of the evening is a very timely question for marketers: if the algorithm is listening, what is it hearing about your brand?

Thompson Spencer will share thinking on why one consistent idea across social, PR, media, performance and owned channels matters to people and machines alike. Tracksuit will share the evidence for why brand matters more in the age of AI, not less, and how marketers can tell whether their brand-building is working. Google will take the audience inside the platforms to examine how AI is changing discovery and what marketers can act on now.

Connected perspectives

Thompson Spencer Group CEO Melanie Spencer says the event will give marketers three connected perspectives on a rapidly changing landscape.

“AI is changing how brands are discovered, but it hasn’t rewritten the fundamentals of how strong brands are built,” says Spencer. “There’s plenty of noise around AI marketing, so we’re bringing together Thompson Spencer, Tracksuit and Google for a conversation about what matters and what marketers can do for their brands right now.”

Tracksuit head of brand Sam Brough adds: “The evidence tells us that brand matters more in the age of AI, not less. Even when an AI tool helps create the shortlist, people still verify what they find and make the final choice. We’re looking forward to sharing what the data tells us about building and measuring brands in this new environment.”

Google strategic agency lead Mel Watts says: “AI is changing how people search, explore and connect with brands. Authenticity and trust are more important than ever before. We’ll look at what is shifting inside the platforms and the practical opportunities marketers can begin acting on now.”

The golden thread: Building brands when the algorithm is listening will be held from 5.30pm to 8pm on October 7 at Thompson Spencer, Level 1/3 Lorne Street, Auckland CBD.

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