The discipline of friction: Why the best brands refuse the first answer
Every marketer has the same models, so "we used AI" stopped being a differentiator the day everyone else did too.
Lucinda Barlow, Head of International Marketing, Uber, with Ben Cooper, founder, Brainstrust
About this session
What's left is who still argues with the thing, and who they choose to argue with instead.
In conversation with Ben Cooper, Uber's Lucinda Barlow gets into what that argument looks like at scale: the calls AI got right, the ones it got confidently wrong, and why the work that truly connects with customers still needs someone in the room who knows the culture and context the model is only guessing at.