Marketing in the Madness

Struggling to keep up with fast-moving consumer trends? Unsure how to use AI and real-time data to make better decisions in retail or marketing?
In this episode of Marketing in the Madness, Katie Street sits down with Ian Davis, CPO at Quid, to reveal how leading brands are using AI-powered consumer and market intelligence to understand what customers want right now and what they’ll want next.
You’ll learn:
- How retailers can use AI to predict trends for 2026 and adjust merchandising in days- How to turn social data into real customer insight, not just mentions or sentiment- Why most brands still get AI wrong, and the simple way to avoid bad or outdated data- The biggest consumer behaviour shifts emerging for 2026, from “blind gifting” to “Ralph Lauren Christmas”- And much more!
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Connect with us:
Ian Davishttps://www.linkedin.com/in/iandavisuk/
Katie Street https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/
Marketing in the Madness https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/
Street Agencyhttps://www.linkedin.com/company/streetagency/https://www.instagram.com/street.agency/

AI was meant to transform marketing… so why are so many teams still struggling?
In this Marketing in the Madness episode, Charlie Bell from Contentful breaks down the real state of AI in marketing - from broken tech stacks and “platform purgatory” to AI hallucinations, stealth integrations and why human judgment still matters more than ever.
Recorded live on stage at our Marketing in the Madness Live anti-conference, Charlie shares fresh insights from Contentful’s major report with The Atlantic, based on 425 marketing leaders, revealing what’s actually working, what isn’t, and how AI is reshaping content, creativity and workflow in 2025.
What else?
1. Marketing teams don’t trust AI to run without humans:When Charlie asked the entire room if anyone trusted AI to ideate, check its own work and publish content with no human involvement, not a single hand went up. And it’s no wonder - with AI hallucinating everything from fake facts to Google’s early version telling people to “add glue to pizza,” humans are still essential for judgment, truth, and brand safety. 
2. Most teams are stuck in “platform purgatory”:Charlie explains how companies are trapped with old, clunky systems. The very platforms slowing them down are also the ones they’re relying on to “fix” their processes.Vendors keep promising that AI will magically solve everything, but as Charlie puts it: putting AI on a failing system is like “putting a £500 exhaust on a £1,000 car.” It looks shiny… but nothing really changes.
3. Stack sprawl is killing content velocity:Marketing teams are drowning in tools: multiple CMSs, disconnected platforms, endless workflows. Some brands Charlie speaks to are using seven or eight CMS systems at once, meaning a simple landing page can take two weeks to publish.The problem isn’t creativity but execution. Too many tools, not enough connection. And AI can’t fix chaos.
Enjoyed the episode? Follow us for more real conversations about the future of marketing, content and technology.
Want exclusive access to Marketing in the Madness 2026? Connect with Katie Street on LinkedIn and follow the MITM Live page (links below).
Connect with us:
Charles Bellhttps://www.linkedin.com/in/crbuk/
Contentful's Report
Katie Street https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/
Marketing in the Madness https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/
Street Agencyhttps://www.linkedin.com/company/streetagency/https://www.instagram.com/street.agency/

At our Marketing in the Madness Live anti-conference, George Sullivan, Founder of The Sole Supplier, takes the stage to deliver a powerful and energetic talk about human connection in the era of AI. 
With social media reach declining, AI content flooding every feed, and trust becoming harder to earn, George cuts through the noise with a message every marketer needs to hear:
👉 People buy from people.👉 Human feeling beats AI quantity.👉 Your face, your story, your passion = your competitive advantage.
George shares:
- How The Sole Supplier grew from his bedroom to 4.5M monthly users- Why being the face of the brand changed everything- What AI “slop” means for marketers (and how to rise above it)- The truth about authenticity, trust, and the future of content- How brands like Nike, Apple, and LinkedIn master emotional connection
Why you need to think deeply again - not outsource everything to ChatGPT
The three pillars that make brands memorable: Educate, Entertain, Inspire
This talk is packed with insights, honesty, humour, and actionable takeaways for anyone working in marketing, brand, or content right now.
If you're a marketer, founder, content creator, or brand builder then this episode will hit home.
Chapters:00:00 – Welcome to Marketing in the Madness LIVE01:20 – George Sullivan takes the stage02:10 – The power of building a brand through people03:25 – George’s origin story04:35 – “People buy from people”06:05 – Reclaiming your thinking in the age of AI07:55 – Trust vs. AI-generated content10:14 – AI’s impact on brand trust12:00 – Nike and human connection13:45 – Rising above AI “slop”15:05 – Loving the brand you work for
This is only the beginning. Over the next few weeks, we’re releasing more incredible talks from Marketing in the Madness Live - including sessions with some of the world’s biggest brands and thought-leaders like Richard Shotton, author of Hacking the Human Mind.
George Sullivanhttps://www.linkedin.com/in/george-sullivan-tss/
The Sole Supplierhttps://thesolesupplier.co.uk/
Katie Street https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/
Marketing in the Madness https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/
Street Agencyhttps://www.linkedin.com/company/streetagency/https://www.instagram.com/street.agency/

Most B2B marketers are missing their biggest growth opportunity and it’s hiding in plain sight.
At our Marketing in the Madness Live anti-conference, Jennifer Shaw-Sweet, EMEA Lead at LinkedIn’s B2B Institute, breaks down the “Hidden Buyer Gap” - why 40–60% of deals never close, how to reach the decision-makers you’ve been ignoring, and why brand fame still wins in a world obsessed with clicks.
From the psychology of The Bachelor to the “Circles of Doom” that show how marketing and sales fall out of sync, this talk is a masterclass in how to think differently, act smarter, and make marketing the true engine of growth in your business
Follow us for upcoming talks from the world’s biggest brands and boldest thinkers.
Jennifer Shaw-Sweethttps://www.linkedin.com/in/jennifer-shaw-sweet-7134a56/
Katie Streethttps://www.linkedin.com/in/katiestreet/
Marketing in the Madnesshttps://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/
Street Agencyhttps://www.linkedin.com/company/streetagency/https://www.instagram.com/street.agency/

The next evolution of commerce has arrived and it’s powered by AI.
In this episode of Marketing in the Madness, Jason Cottrell, Founder & CEO of Orium and incoming President of the MACH Alliance, joins live from the MACH X Conference in London to explore how agentic commerce and composable technology are transforming the way brands build, sell, and connect.
From in-chat shopping on ChatGPT to the launch of new agentic protocols backed by OpenAI, Google, and Stripe, Jason breaks down how these technologies are reshaping the foundations of modern business.
What you’ll learn:
How AI-driven platforms like ChatGPT, Gemini & Perplexity are changing customer journeys.
Why the new ACP standard could redefine how we buy online.
The growing impact of agentic ecosystems and interoperable AI agents.
How composability enables faster innovation across global brands.
And much more!
Marketing in the Madness is the straight-talking podcast for marketing and digital leaders who want more - more growth, more clarity, and more impact.
Hosted by Katie Street, it brings together bold brands, sharp thinkers, and next-gen voices from across the industry — from Estée Lauder to Vodafone, Contentful, Jägermeister, and beyond.
Each episode cuts through the noise with real stories, honest insights, and ideas you can actually use.
If you’re serious about staying ahead of the shifts in AI, marketing, and tech - subscribe now!
 

Retail is changing fast and River Island is already running ahead of the curve.
In this episode of Marketing in the Madness, we dig into how the brand is building smarter systems, faster teams, and better customer experiences using AI.
From automated code generation to an internal AI platform called Delta, River Island’s tech team is turning innovation into a daily habit.
We talk about what’s next for the brand, how AI is transforming retail operations, and why now’s the moment to plug in and start experimenting.
What you’ll learn:
- How River Island is building AI into its day-to-day operations- Why “test and learn” cultures are reshaping the retail playbook- The power of modular tools like Delta- What’s next for customer experience across web and stores
Don't forget to subscribe to our channel and hit that notification bell to stay ahead of the madness.
Chapters
00:00 – AI is now driving 50% of online traffic00:24 – The rise of test-and-learn cultures01:18 – How AI models are reshaping search02:28 – Inside River Island’s AI engine: Delta05:26 – The power (and risk) of new AI tools06:39 – AI’s future: scary or exciting?06:52 – River Island’s next chapter in innovation07:53 – Building smarter stores and better systems
Simon Pakenham-Walshhttps://www.linkedin.com/in/simon-pakenham-walsh/
Katie Streethttps://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/
Marketing in the Madness
Street Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

In this mini episode of Marketing in the Madness, River Island’s CIO Simon Pakenham-Walsh reveals how one of the UK’s biggest fashion retailers is reinventing the customer experience through technology - both online and in-store.
After a “summer of reset,” the brand is doubling down on innovation, data, and seamless shopping journeys.
What you’ll hear:
- From RFID-powered “dump bucket” self-checkouts to smart fitting rooms that recommend your next size — River Island is redefining frictionless retail.
- How Simon’s team is uniting website, app, and store tech into one connected system where customers can browse, buy, and return anywhere.
- Why River Island’s focus on data, agility, and micro-experiments is shaping the future of retail innovation and customer experience design.
This isn’t just a tech upgrade, it’s a retail revolution built for the next generation of shoppers.
Subscribe to this channel for more raw, real conversations with the people shaping the future of marketing, tech, and creativity.
Simon Pakenham-Walshhttps://www.linkedin.com/in/simon-pakenham-walsh/
Katie Streethttps://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/
Marketing in the Madnesshttps://www.linkedin.com/company/marketing-in-the-madness-podcast
Street Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

The future of shopping isn’t about selling, it’s about experience.
Simon Pakenham-Walsh, CIO at River Island, breaks down how technology, AI and data are transforming retail — from smart stores and RFID checkouts to seamless online journeys that actually feel connected.
With a career spanning Sweaty Betty, Sainsbury’s and Arcadia, Simon’s seen how brands win (and lose) when they get transformation wrong. Now he’s revealing how River Island is rethinking its tech, people, and mindset to rebuild what shopping means in 2025.
This one’s for the marketers, retail leaders and founders trying to make digital transformation actually work - without losing the human touch.
We talk:
The future of retail and technology
Why AI and data are rewriting how we shop
How to transform a brand without breaking it
Why tech isn’t the problem - mindset is
If you care about the future of eCommerce, AI in retail, or the next generation of in-store experiences, this episode will change how you think about shopping forever.

Forget glossy influencer campaigns, the real power in e-commerce right now? 
Your own people.
In this mini episode of Marketing in the Madness, we uncover how Marks & Spencer, of all brands, quietly became the new Zara, by handing the camera to their employees.
Our guest breaks down:- How employee-generated content (EGC) is flipping social commerce on its head- Why shoppers trust real staff more than influencers- The secret behind 2x higher order values and 3x more site visits from live shopping- Why authenticity beats polish - and how that’s changing the future of e-commerce
From live shopping to shoppable stories and social proofing, this convo dives into what happens when brands let their people become the stars.
If you care about e-commerce, social commerce, or brand authenticity, this one’s a must-watch
LiSAhttps://www.hello-lisa.com/
Sophie Frereshttps://www.linkedin.com/in/sophie-fr%C3%A8res-n%C3%A9e-spethmann-3316548/
Katie Streethttps://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/
 
Marketing in the Madness
https://www.instagram.com/marketinginthemadness/https://www.linkedin.com/company/marketing-in-the-madness-podcast
 
 

The future of luxury is being rewritten and it’s happening faster than anyone expected!
In this episode, Katie Street sits down with Ekaterina Golovanova, Digital Director of Luxe at L’Oréal, to uncover how some of the world’s most iconic beauty brands are reinventing themselves in the age of AI, social selling, and shifting consumer expectations.
They cover everything:
 How AI is transforming skincare diagnostics and personalisation
Why Gen Z is changing luxury forever
The rise of TikTok Shop and the new wave of social commerce
How luxury brands can stay exclusive while building inclusive communities
The future of product discovery in a world of LLMs and AI agents
Ekaterina has worked with powerhouse brands like Lancôme, Armani, YSL, and Kiehl’s so this conversation goes deep into what luxury means today and what it will look like tomorrow.
If you care about AI, beauty, luxury, retail, or the future of marketing, this one is for you.
Don’t forget to follow for more unfiltered conversations with leaders reshaping the world of marketing and digital.Ekaterina Golovanova
https://www.linkedin.com/in/ekaterinagolovanov042/
 
Katie Street
https://www.linkedin.com/in/katiestreet/
https://www.instagram.com/streetmate/
 
Street Agency
https://street.agency/
https://www.instagram.com/street.agency/
https://www.linkedin.com/company/streetagency/