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Leaders from Rain, UM MENAT, LuLu Group, Wego, and Global Hotel Alliance shared how genAI is reshaping marketing. From domain-specific agents to governance and human oversight, they stressed the need to pair automation with empathy, creativity, and trust.
GenAI isn’t a future bet, it’s already on the team. That was the clear message from a panel featuring Haris Khan, Vice President – Growth at Rain, James Dutton, Chief Product Officer at UM MENAT, Nandakumar Vijayan, Global Director, Marketing & Communications at LuLu Group International, Roxana Nicolescu, Vice President of Brand Marketing & Social Media at Wego, and Khadija Huseynova, Director of Communications and Content at Global Hotel Alliance.
At the VMF stage, they framed AI as a teammate and capacity multiplier that accelerates analysis, content ops, and experimentation so humans can focus on strategy, storytelling, and judgment. The upside is speed and scale; the risk is sameness, shortcuts, and trust gaps.
The consensus: marketers win by pairing agentic, domain-specific AI with tight governance, brand-safe prompts, and human oversight especially in high-stakes moments like crisis comms and creative direction. The next five years will favour leaders who learn fast, set clear rules of engagement for AI, and double down on soft skills such as empathy, taste, and narrative that no model can replicate.
Top Insights from the panel:
AI = Co-pilot, not pilot. Use agents for heavy lifting (drafts, analysis, ops), while humans own brand voice, cultural nuance, and final decisions.
Domain-specific agents win. Purpose-built “stats,” “brand,” or “support” agents outperform generic tools and drive tangible business impact.
Avoid the race to the mean. Hands-off campaign automation makes brands look alike, keep humans in the loop for distinctiveness and long-term brand growth.
Governance enables scale. Clear rules on data security, crisis comms, and brand safety let teams use AI confidently without risking trust.
Skills that matter most. Pair prompt design, data literacy, and experimentation discipline with enduring human strengths such as empathy, taste, and narrative craft.
Watch the full panel discussion here.
