Media365
AI is the tool, but you’re the artist
New AI tools emerge almost daily, adding to the already vast array available to marketers. While these are powerful instruments, what matters most is how they can be used to engage audiences meaningfully and create lasting appeal through them. Multiple sessions will explore this by offering clear strategies for applying AI in commerce and branding.
For example, Terry Li, Vertical General Manager of Smart Retail at Tencent, will bring real-world expertise through his session on “Agentic AI for Commerce”. As AI systems grow more autonomous, they promise to streamline customer journeys and open up new business models. Li’s CV, which includes leading teams for clients such as L’Oréal and Uniqlo, positions him to share real-world applications that cut through inefficiencies.
These talks aim to equip attendees with tools to leverage AI to overcome bottlenecks and ensure that technology serves marketing and commerce purposes rather than overwhelming targets with AI-generated content that contributes to audience fatigue.
Here, aesthetic insight – often referred to as the “other AI” – gets explored as a means to refine brand strategies and consumer perceptions in blended physical and digital spaces. Brown’s experience in luxury sectors offers a grounded view on how such intelligence can inform decisions, particularly in emerging markets where taste must be cultivated carefully.
The integration of offline to online experience extends to overcoming stagnant consumer loyalty, especially in phygital sectors where physical experiences meet online sales.
Haijun Wang, Founder & Chief Executive Officer of Atour Lifestyle Holdings, will share blueprints in “Beyond the Stay: Atour’s Blueprint for Chinese Experience & Lifestyle Commerce.”
His pioneering of “humanistic hotels” and brands such as Atour Planet shows how cultural depth can transform hotel stays into thriving e-commerce ecosystems. Moderated by Prof Viveca Chan of WE Marketing Group, the session will offer blueprints for experience-led design that resonates in China and other markets.
Win hearts, not just likes
Another common frustration arises when campaigns fail to resonate with younger demographics, whose preferences for emotional engagement and authenticity can leave older tactics falling flat.
This challenge will be addressed through panels that examine and unpack trends such as Oshikatsu (fan-driven activities), the healing economy and IP-driven marketing.
In “Harnessing Youth Engagement: Oshikatsu, Healing Economy and IP Marketing”, speakers such as Yiying Wang, Founder and Creator of Noodoll Limited, will discuss creating characters and stories that foster deep bonds. Wang’s work, which began as a personal project at Central Saint Martins and grew into a beloved brand and a keen rival of Jellycat, is an example of how emotional warmth in design can turn products into companions.
Joining her, Qin Guo, Partner and Brand Director at Feibo Co-create MCN, who has managed social media and e-commerce for brands like Cetaphil and Boehringer Ingelheim, is set to bring his expertise in content IP commercialisation.
Ruby Chan, Head of Marketing at Hong Kong SHOPLINE, will round out the panel with dos and don’ts from a SHOPLINE study of IP commercialisation.
The session, moderated by Darren Chuckry, Managing Director of HK Initiative, will offer ways to tap into these trends and help marketers avoid the pitfall of mismatched messaging.
Another key session, “Gen Alpha: The Next Wave of Influence – Trends for Brands and Marketers”, features Ivan Choi, Chief Customer & Marketing Officer at Prudential, alongside Maggie Wong, CEO of VML Hong Kong, as they examine how this AI-native generation influences spending patterns – from viral series to social fads.
Gateway to regional growth
For entrepreneurs eyeing expansion, the hurdles of entering new markets, including regulatory mazes and cultural mismatches, often slow progress. The event’s focus on cross-border growth provides targeted guidance.
In “Decoding the Gateway to ASEAN: Cross Border Growth and Market Entry Strategies,” Luca Barni, SVP Commercial at Lazada Group (part of Alibaba), will share on-the-ground advice for navigating Southeast Asia’s varied ecosystems.
Barni’s experience in establishing international brands in Singapore explains why localised logistics and payments must be treated as non-negotiable.
Olive Tai, CEO and Co-founder of Synagistics Limited, adds her perspective on scalable digital platforms, having led Hong Kong’s first de-SPAC transaction.
“ASEAN consists of diverse consumer ecosystems. For Hong Kong enterprises, successful entry relies on deep localisation across logistics, payments, data compliance and customer engagement,” she says.
Doris Lo, Senior Manager of Regulatory Affairs at Freyr Solutions, will join to cover compliance challenges.
Related sessions, such as “IPs on the GO: Navigating Markets Abroad via eCommerce”, feature Ray Leung, Founder of MATRIX Group, and Wilson Tam, Chief Executive Officer of TOYZEROPLUS, who will outline platform selection and logistics for IP exports.
These discussions could benefit marketers seeking to expand regionally.
Tell a story that sells
Short-form storytelling has become a powerful engine for global reach and monetisation. Xiangbin Wang, Founder & CEO of content marketing data think tank DataEye, will explore this in “Micro Dramas, Big Impacts: The Global Wave Begins”, showing how micro-dramas turn compact narratives into cross-border revenue streams.
In association with PRPA and PRHK, related panels such as “AI in Communications – Trends, Challenges and Possibilities” and “From ‘Made in China’ to ‘Created in China’: Crafting Global Narratives for the Next Phase of China Inc.” will guide attendees on how to manage geopolitical sensitivities and build trust overseas.
Alphae Chen, Managing Director and Head of Group Strategic Marketing & Communications at DBS Hong Kong, will complement this in “Dining as a Dialogue: Branding Through Culinary Engagement”, showing how multisensory moments convert brand values into lasting loyalty.
Leon Guo, Founder and CEO of CARAXY, will round out the discussion in “The Rebirth of Value: Reimagining Accessibility and Reshaping Consumer Perception in Dupe and Co-Create Markets”, focusing on strategies that balance affordability with originality to refresh consumer perceptions.
These sessions will collectively show storytelling – whether micro, cultural, experiential or value-driven – as the key to deeper engagement, broader reach and sustained loyalty.
With crisis comes opportunity
PR mishaps can unravel even the strongest brands, especially in an age of instant social scrutiny. The conference will confront this through sessions on sensitive storytelling and rapid responses.
John Deschner, Head of Brand at Maximum Effort – the agency founded by Ryan Reynolds – will present “The Touchable & Untouchable: Turning Turbulent Moments into Brand Momentum”.
Deschner’s work on projects such as the Coldplay concert kiss cam incident involving Oscar-winning actress Gwyneth Paltrow turned the scandal into a marketing win. Moderated by David Ko, Coach & Lead Advisor at Humantyze, the talk will draw on Deschner’s 20 years in building teams across agencies like Ogilvy and Condé Nast.
Hub for partnerships
In addition to the talks, the conference serves as a hub for forging partnerships.
The “Meet the Celebrity” Dialogue Series features conversations such as “In Dialogue with Louis Cheung – Chasing the Golden Boy Within”, where actor and creator Louis Cheung shares insights on persistence and reinvention.
Book your ticket today with a special 40 per cent off discount for SCMP readers: MPRF4PI06
Event: Marketing Pulse x eTailingPulse
Date: 19 March 2026
