In an era of AI-generated content, misinformation and digital noise, trust is fragile and attention is hard to earn. Brands are turning to human-centred live and digital experiences to strengthen credibility and build real audience relationships, while using AI as a transparent, responsible partner for insight and personalisation rather than a replacement for human judgement, empathy and authenticity. Guided by new research and interspersed with guided roundtable discussions, this interactive session will explore how marketers can design and show up at events with authenticity, and how experiences can act as a growth engine in marketing strategy by deepening relationships and creating new opportunities across the journey. Attendees will come away with practical actions they can apply in their own organisations.