This session will introduce Gartner's theory of Hype Cycles and how to recognise when a digital trend is at the 'peak of inflated expectations'. In an era that's dominated by conversations around AI, we will present a counter-theory that 'content is still king' and provoke thoughtful discussion on the future role of human marketers. This will be a fully interactive session with audience participation encouraged so please bring the energy and join our debate!

Key Takeaways:

• Why has the average CMO tenure fallen to its lowest level in ten years?
• What is a hype cycle and how can this inform how to invest in technology for 2025?
• What role should AI play in a digital strategy and how can you avoid expensive failures?