Jenni Baker

2 weeks ago | thedrum.com | Jenni Baker

As brands scramble to keep pace with rapidly evolving tools and shifting expectations, AI has well and truly made its debut on the marketing main stage. From SXSW to Shoptalk, Adobe Summit to Nvidia’s GTC, the message is clear: AI isn’t coming; it’s well and truly here. But if you’re a marketing decision-maker staring down a growing list of AI tools, trends and teething problems, one big question still lingers: where do I start? That’s where this guide comes in.

3 weeks ago | thedrum.com | Jenni Baker

Agentic AI might sound like another buzzword, but if we’ve learned anything from every tech conference this year, it’s going to be a game-changer. Agentic AI isn’t just another clever buzzword in the ever-expanding AI lexicon. This next evolution of artificial intelligence doesn’t just suggest or create – it acts. It decides, it purchases, it optimizes. It’s like giving your consumer a digital PA that’s constantly scanning the world for the best deals, the best experiences, the best brands.

3 weeks ago | thedrum.com | Jenni Baker

AI was everywhere at SXSW 2025 – not just in the session titles but in the hallways, the coffee queues and the strategic conversations taking place behind closed doors. Things have moved well beyond the hype to practical shifts that are already reshaping the way brands think, work, and grow. Here are the five AI trends we heard – and how you can act on them. Want to go deeper? Ask The Drum 1. From assistant to autonomous agentAI isn’t just a support act any more.

3 weeks ago | thedrum.com | Jenni Baker

From buzzwords flooding your LinkedIn feed to the technical terms creeping into every campaign brief, AI is reshaping marketing at speed – and with it comes a whole new language. Whether you’re building creative with generative tools, experimenting with autonomous agents or simply just trying to keep up in meetings, our A to Z AI for Drummies glossary breaks down the key terms you actually need to know.

3 weeks ago | thedrum.com | Jenni Baker

When Heathrow Airport ground to a halt earlier this month, it wasn’t AI gone rogue, but it was tech gone dark. No automated system failure. No AI glitch. But the headlines still rang alarm bells – because whether it’s infrastructure, automation or AI, we’re seeing just how fragile modern systems can be when things go wrong. AI is embedded in every touchpoint of modern business. It is streamlining processes, automating decisions and powering more personalized experiences.