There's no doubt that how brands choose to engage with AI is going to have a profound impact on branded content in the years ahead. But I firmly believe that the approach organisations take to people — their insights, voices, and ideas — is what will define the truly effective brands from the rest.In thought leadership, we've already seen AI reshape so many aspects of what we do: from content ideation and generative engine optimisation to synthetic data and AI-generated podcasts. Sure, some of these changes are paving the way for increased flexibility and creativity, but others risk undermining the long-term value of effective branded content.Let’s not miss the forest for the trees. For all its power and potential, AI cannot — and will not — replace the impact of the human voice. There is something so unique, authentic, and emotional about real people having a conversation. And no machine, no matter how smart, is ever going to replace that.
Key Insights
- Audio is becoming a premium trust format in a low-trust internet. As synthetic content fills our feeds with a cacophony of noise, audiences will turn to voice as the ultimate credibility filter.
- Reach and engagement are no longer the KPIs that matter most. Influence, trust and attention quality are. Audio is uniquely placed to perform here, but we need to stop reporting on it as if it’s display advertising.
- Smart brands are shifting from content campaigns to branded ecosystems. The strongest franchises will learn to make their content work harder by extending it into live events, content environments, and engaged communities to meet audiences where they are at.
Signature Work Achievements
IFM Investors, Private Markets 700 study— awarded Best Private Markets Marketing Campaign at the Gramercy Institute’s 2025 Asset Management Marketing Awards
- DBS Treasury, Pivotal campaign — gold award for Best PR Campaign - B2B category at The PR Awards 2025, silver award for Brilliant Use of Content at The Drum Awards for Marketing APAC 2025, and bronze award for Brilliant Use of PR at The Drum Awards for Marketing APAC 2025
- Fujitsu Uvance — shortlisted for The B2B Marketing Awards 2023, and The Drum Awards for Marketing 2023 for B2B Thought Leadership and B2B Content
- Establishing and scaling FT Longitude's audio, production, and product innovation functions
- Establishing and expanding FT Longitude's APAC business
Career Lessons
- Stop waiting for someone to offer you the dream role — go out and build it for yourself.
- Use your words wisely. Find inspiration everywhere. Don't be afraid to take up space. And for goodness' sake, stop apologising!
