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Beating AI Slop

In the AI era, brands don't die from being wrong. They die from being boring.

Macquarie Dictionary named "slop" its 2025 Word of the Year. Gartner estimates half of consumers will cut their social media use because they're fed up with low-quality AI-created content. The same dynamic is hitting B2B inboxes, sales calls, and tender responses, where buyers can spot AI slop in seconds and trust collapses with it. The brands adding to the noise are losing trust faster than they realise. The brands rising above it are building the advantage no algo can fake.

This keynote is for marketing and communications leaders who want to use AI for everything it's good at, drudgery, scale, follow-through, while protecting the parts that make a brand worth paying attention to. I draw on my own experience of letting AI take over my voice, and what it took to bring it back.

What we'll cover:

  • How to spot AI slop, and why "technically correct" gets you ignored
  • Why Trust Banks are the modern marketer's critical future-ready trait
  • Where to deploy AI for impact, and where it quietly weakens your brand
  • The MattOS 5 step framework as a filter for keeping your work distinctive
  • How to use AI to challenge your thinking, not echo it back

Key Takeaways:

  • A one-pager on identifying AI slop and building your Trust Bank
  • One month's access to a Slop Detector tool: an AI application that runs your campaigns through MattOS to surface where AI is flattening your brand
  • A brand worksheet for identifying the parts of your business worth highlighting

What You’ll Gain:

  • A defensible stance that competitors using the same AI tools can't just copy
  • Clarity on where AI grows your brand and where it chips away at it
  • The confidence to push back when work crosses the line from useful to bland

"Your workshop made me take a step back from my day to day to prioritise our challenges and capitalise on where we can win as a commercial team for the future. We've already started making changes."

Grace Herbert-Lo
Commercial Partnerships Manager, Unibail Rodamco-Westfield

"Your session at our annual board strategy day made the whole team think again about some of the challenges facing us. The ideas it sparked have already led to new initiatives across the business"

Russell Atkinson
CEO, NAHL PLC

"Your content for navigating the pandemic was invaluable for our customers. Several of them remarked how they'd been able to implement your recommendations quickly into their businesses."

Scott Addington
Enterprise Marketing Director (UK), Sage