The Future of Marketing: Using AI science to amplify brand art | Amazon Web Services

Join Dwayne Browne for a wide-ranging conversation with retention expert Tom Burrell and media strategist Chris Morris, as they unpack the "state of the nation" for AI in marketing. In this episode, we move past the hype to explore how AI is fundamentally reshaping how brands find, keep, and grow their customer base, from the evolution of retention marketing through to the future of brand advertising in an agentic world. Drawing on decades of combined experience across advertising technology, data analytics, and lifecycle strategy, Tom and Chris share practical insights on why traditional churn models often fail, how embeddings are enabling truly individualised interventions, and why the future of paid media might mean stepping back from micro-optimisation to rediscover the art of brand building. A must-watch for anyone trying to bridge the gap between data science and creative strategy. Timestamps: 00:07 - Introductions and Backgrounds 02:18 - The State of AI in Marketing: Walled Gardens and the Promise vs Reality 08:00 - The Evolution of Retention (1.0 to 3.0) 09:35 - Embeddings and Individualised Marketing 12:45 - Rethinking Churn: Why Traditional Models Fail 15:46 - AI Impact on Paid Media and Broad Targeting 19:10 - Future of Shopping: Agentic Decisions and Brand Preference 23:55 - Operationalising AI: Team Dynamics and the Human Element 50:50 - Risk and Implementation: Starting Small with High-Impact Pilots Subscribe to AWS: https://go.aws/subscribe Create a free AWS account: https://go.aws/signup Try AWS for free: https://go.aws/free Connect with an expert: https://go.aws/contact Explore more: https://go.aws/more Next steps: Explore on AWS in Analyst Research: https://go.aws/reports Discover, deploy, and manage software that runs on AWS: https://go.aws/marketplace Join the AWS Partner Network: https://go.aws/partners Learn more on how Amazon builds and operates software: https://go.aws/library Do you have technical AWS questions? Ask the community of experts on AWS re:Post: https://go.aws/3lPaoPb Why AWS? Amazon Web Services is the world’s most comprehensive and broadly adopted cloud, enabling customers to build anything they can imagine. We offer the greatest choice of innovative cloud capabilities and expertise, on the most extensive global infrastructure with industry-leading security, reliability, and performance. #AWS #AmazonWebServices #CloudComputing #AIMarketing #RetentionStrategy #DataStrategy #BrandBuilding #AgenticAI