Агентство R/GA выступит партнером конференции humAIn в Сиднее и представит концепцию интеллектуальных систем брендов

R/GA has been named as a content partner for the upcoming humAIn conference in Sydney. R/GA global CEO Robin Forbes will speak on Tuesday 13 October alongside Marie Conley, R/GA’s executive strategy director for APAC. “At humAIn we’ll be talking about what we call Intelligent Brand Systems – an operating model that unifies brand design, adaptive experiences and generative storytelling,” said Forbes. “It’s what happens when brand strategy stops being a set of static guidelines and starts operating in real time; generating at scale without losing what makes a brand distinctive. We’ll walk through examples we’ve built for clients: how they were made, how they had to adapt, and what we’ve learned. humAIn has built a genuine reputation as one of the region’s leading independent AI conferences for the quality of the room: senior, hands-on, and there to work things out rather than be sold to. We’re excited to be part of this year’s programme.” The choice is simple: build your brand as a system that can think for itself, or become the brand that AI filters out. That’s the provocation R/GA’s session, ‘Can Brands Think For Themselves?’, will explore, as Forbes and Conley draw on real client work to unpack what separates brands built to keep pace from those that fall behind. With most of the AI conversation in marketing still about what the technology can do, the talk will shine on the more useful question of what it takes to build something that works and keeps working. R/GA became independent in March 2025 and has backed the practice with a $50m innovation fund. Cat McGinn, founder of humAIn, said, “There’s no shortage of people showing what AI can generate. What’s in short supply is anyone willing to show the working – what they decided, what didn’t hold up, and what it took to fix. That’s the session I wanted on this stage. “R/GA backed humAIn as an independent event early, which took some courage in year one. We’re delighted to be working with partners with a point of view, and organisations that want to shape the conversation, and R/GA aligns with that perfectly.” humAIn runs across 13 and 14 October at Stone & Chalk’s Tech Central Innovation Hub in Sydney. Day one is a single-stage conference capped at 250 delegates. Day two is a workshop programme capped at 100. The event is in its fourth year and its first as a fully independent property, following three editions under Unmade and Mumbrella. B&T is the media partner for humAIn.