How AI is Driving Customer Engagement through Data, Creativity & Technology in Marketing

Join the DMA Scotland Council in Edinburgh, to discover how AI is genuinely transforming customer engagement, and the skills, structures, and mindsets marketers need to thrive.

From streamlining workflows to improving the speed of creative output, AI is helping brands deliver more effective communications. Our latest insights show that 70% of brands now use AI to accelerate delivery, and nearly half apply it to plan and produce more impactful communications.

We're bringing together industry leaders from agencies, brands, and suppliers to explore how marketing strategy is evolving with AI through research, panel discussions, and a real-world case study.

Together, we'll explore:

• How human creativity and AI can work together to strengthen loyalty, with a focus on roles where human empathy, judgement, and lateral thinking skills remain essential, ensuring AI enhances creative thinking and storytelling rather than replacing it.

• Key findings from the Customer Engagement Skills Census 2025, revealing the competencies marketers need as AI becomes embedded across the full Marketing lifecycle.

• How to build future-ready AI teams, with insight into how agencies, brands, and suppliers are structuring their approaches, and what those models mean for your organisation's roadmap.

• Why 2025's DMA Award Gold winner in the AI catagory came out on top, with exclusive insights from the judging panel.

The morning will start with reflections from our industry panel on what's changing, what's working, and where the biggest opportunities lie for marketers looking to scale AI responsibly and creatively. You'll hear from:

• Anneli Ritari-Stewart, Head of Digital and AI Marketing, Royal London

• Meg Gatenby, Head of Marketing Technology, NatWest

• Rosie Lloyd, Design & Optimisation Consultant, Phoenix

• Scott Logie, Membership Advocate, DMA

• Ed Vickers, Chief Technology Officer and Director of AI Innovation, Loop Agencies

• Mandy Bath, Head of Technical AI, Merkle

• Toby Rogers, Head of Product, hedgehog lab

• Gavin Hilton, Strategic Consultant, DEPT

• Jennifer Bailey, Creative Director, The Dragonfly Agency

• Jenni Kettunen, Head of Marketing - Enterprise & Emerging Partnerships, Skyscanner

• Chris Foley, CEO, Optima Partners

• And more to be announced...

Whether you're already hands-on with AI or just starting your journey, this is your chance to connect with peers, agencies, and brand leaders shaping the next wave of AI-powered, data-driven marketing. We hope to see you there.

To view the full agenda, please click here #dmaevents