Dr Graziella Castro is responsible for the delivery of the marketing effectiveness strategy at HSBC.

She brings 15+ years of experience between academia and media industry, where she built a deep knowledge of research and marketing effectiveness.

What do you think the biggest challenges are currently facing the industry?

In the race to “AI gold”, we are not upskilling today's marketing teams fast enough to leverage its full value. The key challenge is personalising its use for what a brand stands for, avoiding brand sameness from shared AI playbooks

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