Marketing leaders discuss AI integration and brand strategy

Marketing and advertising leaders are discussing the integration of artificial intelligence and evolving consumer behaviors. The CEO of WMcCann suggests that AI will become as ubiquitous and essential as running water, noting that agencies now employ programmers and engineers to work alongside creative teams to manage complex digital ecosystems.

At the Maximidia 2026 event, Reckitt’s marketing director, Lucia Albuquerque, highlighted the challenges of managing an extensive brand portfolio, which includes names like Veja, Vanish, and Strepsils. She emphasized the need for strategic channel selection and the importance of adapting to consumer trends, such as providing ready-to-use cleaning formulas to meet changing household habits.