The final three sessions of MRM’s dynamic morning event in London featured a deep dive into The Role of AI in Digital Experience (DXP), with insights from Sean Broderick, Director of Product Marketing at SiteCore.

This was followed by an engaging panel discussion with industry leaders, including Nick Tipping (Global Head of Technology & Marketing A&O Shearman), Kelly Masters (Senior Product Marketing Manager Sitecore), Connor Kinnear (CMO Passle) and James Thorley (Group Creative Director MRM).

To conclude the event, Adrian Nash from MRM led a compelling session on The Role of Data in Thought Leadership, providing valuable takeaways for the audience.

The Role Of AI In Digital Experience (DXP)

Sean explored how organisations can harness the potential of AI, while maintaining brand integrity and efficiency.

Key Takeaways:

Bridging the AI Vision Gap. AI is no longer a futuristic concept - it’s here, and it’s shaping digital experiences in real-time. Despite this, a significant AI vision gap exists: 60% of marketing leaders recognise AI as a critical trend for digital experience, yet many struggle with its implementation.

AI in Digital Experience. AI is embedded within Digital Experience Platforms (DXPs) to enhance productivity and accelerate digital delivery. Unlike generic large language models (LLMs), AI in DXPs can be brand-aware, ensuring that automated content aligns with a company’s identity and messaging.

The Rise of AI Copilots & Agents. AI-powered copilots and agents are transforming how businesses make decisions and execute strategies. These tools enhance efficiency by streamlining workflows, assisting teams with content generation, and enabling more agile decision-making.

Agent Workflows: AI & Human Expertise. The most effective AI applications don’t replace humans - they empower them. Agent-powered workflows combine AI automation with human expertise, ensuring seamless efficiency without compromising creativity or strategic oversight.

Data Privacy & Trust. One of the biggest concerns in AI adoption is data privacy. Sean reassured the audience that Sitecore’s AI models are not trained using customer data, ensuring compliance with privacy regulations while maintaining customer trust.

AI is reshaping digital experience strategies, but success requires a thoughtful approach - one that aligns AI’s capabilities with brand identity, business objectives, and data privacy principles. By embedding AI into DXP workflows, businesses can stay ahead of the curve, delivering efficient and engaging digital experiences.

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AI and Thought Leadership: Insights from the Panel Discussion

The panel explored the impact of AI on thought leadership, with a key takeaway being that AI is not a replacement for authentic thought leadership. However, AI can significantly enhance and support existing thought leadership strategies.

Personalisation in Thought Leadership

AI is transforming how we consume thought leadership. James highlighted how personalised content is already shaping consumer experiences and challenged the audience to apply similar techniques in the B2B space.

Connor spoke about how distribution can be aided by AI - tools like CrossPitch AI,  help firms distribute thought leadership more effectively. By analysing key themes within content, these tools can identify and recommend the most relevant audience for distribution.

Kelly discussed Brand-Aware AI, which streamlines content creation by generating assets that can be refined and finalized by human experts.

Nick provided an example of how A&O Shearman leverages AI for feedback on thought leadership. Lawyers can instantly access reports on which key clients or target companies are engaging with their insights—eliminating the need for manual data gathering by business development teams.

The Balance Between AI and Creativity

Authenticity remains the foundation of effective thought leadership. Experts within a company must be actively involved in content creation to maintain credibility and originality.

James cautioned against over-reliance on AI, citing eToro’s AI-generated ad as a cautionary tale. The ad received a poor response, as it lacked authenticity, alienated the brand’s core audience, and ultimately felt inauthentic. He emphasized that AI should be seen as a tool to accelerate content creation—getting you 80% of the way there—but not as a full replacement. Kelly also noted that AI has effectively eliminated writer’s block, making content creation more efficient.

The Advantage of Early Adoption

Law firms can be risk-averse, but the panel encouraged firms to experiment with AI tools. Kelly advised organizations to “fail fast”—start small, test tools, and scale up if successful.

Nick added a cautionary note: businesses should avoid adopting AI tools just for the sake of it. Instead, he recommended identifying key challenges first and then seeking AI solutions that directly address those pain points. A good starting point? Engage vendors and suppliers—they may already have solutions tailored to your needs.

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The Role Of Data In Thought Leadership

Adrian finished off the morning with three distinct parts around the data that professional services firms have.  

• How to use data to create engagement 
• The foundations for good data
• What to do with the data you already have

Adrian then talked through four data capability areas that firms should think about covering:

• Data Strategy- Defining and capturing data
• Audience Activation- Identifying and activating data
• Performance Optimisation- Analyse and optimise the data you have
• Advanced Analytics- Model & Predict data that will lead to automation

Adrian was very keen to suggest that, in the first instance, data should be tested manually. 

The whole morning was a real success with great advice and content for everyone in the room and it also showed the real power of three suppliers coming together to integrate and deliver a combined solution for clients.