In this session, we'll hear from Advertising Association president Andria Vidler in its centenary year, as she shares what 100 years of ads can tell us about truth, trust and storytelling as we enter an AI-powered world.

The centenary of the Advertising Association has come at a time when AI looks set to dominate marketing and media. At its latest LEAD conference, a live poll revealed that 85% of the audience believed that AI will mean people will trust advertising less. With the issue of self-regulation versus government intervention also a hot topic, there’s never been a more vital time for the industry to get the right strategy in place for building trust.

We take the chance to sit down with Andria to understand how, against this hi-tech backdrop, she's using one of the fundamental traits of humanity: storytelling, to build brand and drive better business outcomes. We'll hear what brand marketers can do to build trust with consumers, discussing the latest work of the association to highlight advertising’s significant contribution to the UK economy, as well as how she is championing human stories and grassroots, community-driven advertising at The National Lottery.