Sarah Robertson, Chief Product Officer at Experian UK, joins us to unpack what’s really changing in AI-driven marketing—and what’s just hype. She explains why data quality, identity, and governance are foundational to making AI actually work, and why outcomes—not tools—should guide every decision. We also get into the growing role of real-time intelligence, the importance of keeping a human touch, and how marketers can build practical frameworks to turn AI into measurable impact.