For decades, marketing executives have balanced art and science—building emotionally resonant brands while driving measurable growth. That balance is now shifting as consumer journeys compress and discovery becomes increasingly non-linear. Today, 33% of consumers are finding brands through AI-driven agents, and 80% of searches end without a click when AI Overviews appear, reshaping traditional funnels.

And brand leaders aren’t abandoning brand-building: they’re evolving it. Inspired by recent findings, this conversation dives into how brand leaders are rethinking the art-science equation. Explore how they are investing more in owned digital surfaces, first-party data, and in-app relationships that are strengthening direct customer relationships in a world where discovery is no longer guaranteed.