AI-core marketing is the right ambition - but the fastest way to undermine it is to automate indiscriminately. The brands losing ground aren't the ones moving too slowly on AI. They're the ones removing human judgment, creativity and empathy from exactly the moments that build lasting customer relationships. This session draws a clear and practical line between what AI should own and what humans must never surrender. It makes the case that in a world of automated everything, the deliberate preservation of the human element isn't sentiment. It's strategy. What you'll learn: - How to audit your current AI workflows and identify where human judgment, tone and empathy are being inadvertently stripped out - The specific touchpoints in the customer journey where human involvement drives measurably better outcomes - and why AI alone consistently falls short - A framework for designing an AI-core marketing function that automates ruthlessly in the right places and protects human input where it counts most