In 2025, ethical AI is no longer a side note — it’s a central pillar of brand trust, search visibility, and commercial success. With AI embedded in nearly every marketing touchpoint, from personalisation to content generation, consumers and regulators alike are demanding more transparency, fairness and accountability. For forward-thinking brands, embracing responsible AI isn’t just compliance — it’s a defining competitive edge.
Thirty years ago, word processors and spreadsheets promised a productivity revolution. Today, generative AI is delivering the next one - and marketing is at the heart of it. But with powerful automation comes a critical choice: will you automate everything, or augment what makes your team unique? In this article, we explore how marketers can harness AI strategically, build technical advantage, and protect creative divergence - by choosing the right brain for the job.
After earning a Nobel Prize and a knighthood, Demis Hassabis isn’t slowing down. As the co-founder and CEO of Google DeepMind, Hassabis is leading a global pursuit of artificial general intelligence (AGI) - machines that can think, learn, and reason as broadly as humans. But unlike past tech revolutions, AGI won’t just change how we work - it will redefine what it means to think, imagine, and create. This article explores DeepMind’s breakthroughs, the risks of the AGI arms race, and why morality, creativity, and safety must shape the road ahead.
