Every few years, the industry hits a tipping point – a moment where emerging tech stops being “interesting” and starts being essential. This year, that inflection feels sharper than ever. As Prolific North Live kicks off, four conversations are shaping how we’ll think, create, and connect in 2026: turning AI into ROI, decoding Gen Alpha, questioning the influencer economy, and harnessing the rise of TikTok Shop.
Turning AI into ROI
AI has dominated headlines – but it’s time to move from theory to traction. In his session “Be the 5%: Turning AI into ROI”, Chris Burgess, CEO of CTI Digital will cut through the hype, unpacking how to translate machine learning and automation into measurable business results. From smarter workflows to predictive insights and creative acceleration, the real challenge is not what AI can do, but what it should do. Expect practical frameworks, success stories, and a candid look at where the tech still falls short.
Gen Alpha: Attention, Influence, and the Loyalty Leap
Born after 2010, Gen Alpha are already reshaping how we communicate and sell. They’re digital natives in the truest sense, growing up on Roblox, YouTube Shorts, and voice assistants rather than TV ads or Facebook feeds. In the session “Gen Alpha: The Future of Attention, Influence & Brand Loyalty”, the speakers are Kim Bull (Brand Communications Lead, Specsavers) and Jane Duffy (Associate Director, Tangerine). They’ll explore how brands can earn trust in a generation raised on filters, AI avatars, and endless choice. The key question: how do you create loyalty before your customer has even opened a bank account?
Will AI Kill the Influencer?
It’s one of the most provocative sessions on the agenda – and for good reason. As AI-generated creators begin to rack up followers and brand deals, the influencer industry faces an identity crisis. The panel “Will AI kill the influencer?” includes David Edmundson-Bird FRSA CMBE (Principal Lecturer in Digital Marketing, Manchester Met), Graeme McGilliard (Strategic Communications Director, Democracy PR), and Collette Reid (Influencer Manager, Democracy PR). If authenticity is the currency of influence, what happens when even authenticity can be faked? This session dives into the tension between synthetic storytelling and human connection – and asks whether “influence” can survive automation.
TikTok Shop: From Hype to Habit
Once seen as an experimental side hustle, TikTok Shop has quickly become a serious commerce engine. In the session “From Hype to Habit: Why TikTok Shop is Now a Brand’s Biggest Opportunity”, the speakers are Myke Hamilton (Director, Client Service), Laura Selby (Director of Digital), and Jo Whiteley (Director of Creative). They’ll unpack what it takes to turn scrolls into sales – from shoppable content to creator collaborations and live shopping events. As audiences demand immediacy and entertainment in equal measure, TikTok’s blend of algorithm and authenticity might just redefine e-commerce.
Across every session at Prolific North Live, one theme cuts through: marketing’s future isn’t about chasing trends – it’s about translating them into trust, traction, and tangible growth. The conversations around AI, influence, and emerging audiences aren’t just shaping the next wave of campaigns; they’re redefining what creativity and connection mean in a world where technology never stops evolving.
The full agenda is live, and tickets are now available for Prolific North Live.
