Recorded live at South by Southwest Sydney, hosts Ben van Rooy (Human Digital) and Steph Quantrill (Cue Marketing) take the Canned the Marketing podcast to the stage for the first time. Joined by Alex Holden (EVT Group GM, Brand & Customer) and Matt Meffan (Aether AI), they debate the future of marketing, where does AI help, where does it hurt, and why the human element still matters most. AI Adoption vs. Human Advantage How leading brands like EVT are embracing AI tools without losing their human touch. From Efficiency to Empathy Why marketers must balance automation with emotion to build trust and connection. Synthetic Data: Hype or Help? When AI-generated data might replace research… and when it absolutely shouldn’t. Where AI Stops, Humans Start Why storytelling, creativity, and judgment remain irreplaceable marketing skills. The Real-World Pushback How customers’ desire for real, tangible experiences is reshaping brand strategy post-AI boom. Bonus Nuggets ChatGPT’s new human-centred ad campaign - proof that even AI markets with emotion. A 92-year-old’s holiday planned by ChatGPT (and approved by her granddaughter). The surprising statistic linking 92 % of U.S. GDP growth this year to AI-adjacent firms. Why “lazy AI” work is already being punished by audiences - and what to do instead. The Opera House “deepfake” experiment that fooled half of LinkedIn. Why Listen? This lively SXSW special captures the tension and excitement marketers are feeling right now. It’s smart, grounded, and funny, where optimism for AI meets the realism of seasoned marketers who’ve seen hype cycles before. If you’ve ever wondered where the line is between AI efficiency and human creativity, this episode gives you the frameworks (and the laughs) to find it.

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