A week or so ago, I got to spend a little time with Marina Hyde. The quite wonderful, inspiring, incisive, acerbic, sharper than sharp Guardian columnist, author, podcaster and TV star.

Stories were shared, memories dusted off, laughs were had, glasses of fizz downed and savoured - oh the fun we had.

Just me, Marina - and about 150 others who gathered in the basement of The Ned (Marina - that was me waving at the back. Remember?).

In case you hadn’t noticed, the occasion had quite a profound effect on me personally (not sure if that’s coming across or not ?!). However, as I look back, and with the art of cultural connection in mind, it had an equally profound impact on me professionally - one that I think we can all learn from and be inspired by.

Let’s consider for one moment the world in which Marina operates: news, current affairs, perspectives, opinions and the narratives that serve it all.

Consider further the insane proliferation of each of these over recent years, the sheer volume of commentary shared, second by second, minute by minute, hour after hour, day after day, ad infinitum, commentary that we (doom)-scroll through with barely a thought or a moment’s pause.

Then consider the impact of AI, of automation, of vast ‘Bot Farms chucking out more and more content to the tune of 100x, adding not only to the proliferation of commentary but commentary designed and served to add to our unique and personal sensibility.

Yet still, Marina and her work (wonderful, inspiring, incisive, acerbic, sharper than sharp) continues to cut through, to come to the fore, like cream rising to the top.

In Marina we trust, in Marina we engage, with Marina we smile, share and smile whilst sharing.

And let’s be clear, whilst Marina is clearly left-leaning, and makes no secret of the easy targets provided by our current crop of right-wing political leaders, her appeal transcends the ideology spectrum.

Indeed there are some I know, many in fact, who wouldn’t hesitate to lend a bottle of their much loved Blanc de Blanc if they thought it would quicken the launch ceremony of a new big boat set for Rwanda - but who equally, worship at the altar of Marina, who are as much Hyde-ies as any.

In that respect, I think we can all take a leaf out of Marina’s book (Marina Hyde ‘What Just Happened’ £9.99 from all major booksellers) because we too have to cut through all this vast and overwhelming clutter. On behalf of the brands and organisations we represent, our marketing equally has to land perspectives, opinions and narratives, we too have to inspire and bind, engage and unite, we too have to win trust against a backdrop that increasingly raises doubts and questions rather than brings resolution.

And if we think that 2023 was a challenging year, 2024 will bring with it even greater challenges particularly with respect to the growing impact of AI and automation.

Forbes talks at length of the impact of Conversational Marketing And AI-Driven Interactions:
‘As we tread deeper into 2024, conversational marketing is poised to redefine customer interactions. Gone are the days when customers would wait patiently for responses; the modern consumer seeks immediate gratification and instant solutions. 

Through AI-powered chatbots and virtual assistants, brands are engaging consumers in real time, answering queries and guiding purchasing decisions. Such AI-driven conversations provide a seamless and personalised experience, increasing customer satisfaction and, consequently, conversions’. 

Accenture talks about ‘The Great Interface Shift’: ‘Generative AI is upgrading people’s experience of the internet from transactional to personal, enabling them to feel more digitally understood and relevant than ever’. 

The Economist takes a more cautionary stance: ‘For many people in the AI pipeline - from the exploited workers, supplying and labelling data, that power these systems, and the contact moderators who filter out toxic content, to the marginalised groups who live in apartheid states being over-policed because of AI - it is a nightmare that shows no signs of abating’ . 

Whether a force for good, or the root of all evil it remains to be seen - I suspect both.

However, what is clear is that the backdrop that AI creates, and will continue to create, will make authentic brand and organisational cultural connections all the more challenging in 2024 and beyond.

So with that in mind, I would look to herald the birth of a new brand and marketing revolution, one with the spirit of Marina and The Book of Hyde at its forefront. One that is fearless in opinion, ferocious in perspective and unapologetic in narrative. One that is less concerned with targeting and more concerned with lighting fires for all to see. Big Fires that burn bright. One that wins trust through heartfelt authenticity and uncompromising conviction in belief.

Big ideas with big ambitions. Big visions with bigger hopes and dreams that rise up, to rise above the din, to spaces no ‘AI-powered chatbots and virtual assistants, brands are engaging consumers in real time, answering queries and guiding purchasing decisions’ could ever hope to reach. Less concerned with efficiency and more with impact.

The enemy here isn’t AI by any stretch. But let’s not be defined by it, get dragged down by it but more that we let it know its place.

This is how and where we will better connect with culture and this is how we will drive a richer culture of creativity in our business.

I’m in. We’re In. Come Join Us.

Be More Marina. Be A Hyde-ie.

How much fun would that be