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by Kantar & Saïd Business School, Oxford University
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- 6 days ago31 min
What Happens to Your Brand when LLMs Become the Gatekeeper?
Is AI reinforcing or diluting your brand? Which brands do LLMs choose to surface and why? LLMs are actively shaping how brands are discovered, compared and chosen. They are becoming the new gatekeepers of growth. In this expert roundtable, Kantar leaders, from across disciplines and markets, discuss how LLMs are reshaping brand discovery.You'll leave with clarity on:1. New opportunities for growth in the AI era2. Practical guidance to support confident, informed next steps for your brand3. Data-led perspectives to shape what to focus on Win the LLMs' choice using signal intelligenceVisibility is not enough. Brands need signal intelligence to understand how AI assistants are reshaping consumer decisions. Win the LLMs' choice by strengthening the brand signals AI relies on. BrandDigital AI signals goes beyond short-term discoverability to show how LLMs shape long-term brand equity, grounded in Kantar’s Meaningful, Different and Salient (MDS) framework.From visibility metrics to MDS-aligned signals, itreveals how brand predisposition is built or erodedacross AI assistants.Find out more: Kantar BrandDigital AI signals Hosted on Acast. See acast.com/privacy for more information.
- 2 weeks ago20 min
How Do You Future Proof a 180 Year Old Luxury Brand?
How do you keep a 180‑year‑old brand relevant for the next generation of consumers?In this episode of Future Proof, Jane Ostler is joined by Kristy Keyte, CMO of Penfolds, to explore what it really takes to grow a heritage brand in an increasingly volatile world. From reframing Penfolds as a luxury brand rather than a wine brand, to sharpening brand codes, driving difference, and building salience at the point of choice, Kristy shares how a more rigorous approach to brand strategy is shaping decision‑making across the business.The conversation also digs into pricing power as a critical marker of brand strength, the role of emotion and meaning in luxury, and how brands can stay resilient amid cost pressures, changing consumption habits and global uncertainty. Hosted on Acast. See acast.com/privacy for more information.
- Apr 1, 202629 min
Designing For Success: Behavioural Fuels, Frictions and Innovation That Sticks
Great innovation isn’t just about what you build - it’s about how consumers experience, interpret and adopt it. In this episode of Future Proof podcast, Dr Nicki Morley, Global Innovation Lead at Kantar, is joined by Richard Shotton, author of ‘Hacking the Human Mind’, to explore how behavioural fuels and frictions shape innovation success, from identifying opportunities early to driving real adoption. Through evidence-backed insights and real examples, they unpack why consumers don’t always act on good ideas, and how innovators can design with human behaviour in mind. Hosted on Acast. See acast.com/privacy for more information.
- Mar 23, 202643 min
Beyond LLMs: where AI, Culture and Humans Redefine Innovation
In this Future Proof episode, Dr Nicki Morley, Global Innovation Lead at Kantar and Dr Angad Chowdhry, Co-Founder & CPO at Quilt.AI, unpack why genuine innovation demands more than fast outputs from LLMs.They explore how cultural sensing, behavioural fuels and frictions, and multisource signal intelligence reveal the collision zones where breakthrough opportunities emerge, and why human judgment is still essential to shaping concepts that are meaningfully differentiated and commercially real.They also share how the Kantar × Quilt.AI partnership brings these capabilities together, closing the loop from signal to opportunity spaces to concepts with rigour and transparency. Hosted on Acast. See acast.com/privacy for more information.
- Mar 4, 202627 min
Crafting Early Advantage: Human Insights + AI as Engines of Innovation
In this episode, Nicki Morley, Global Innovation Lead at Kantar, and Little Moons’ Ross Farquhar discuss how Little Moons turns early-stage ideas into high-impact innovation by designing for occasions, not categories, and acting fast in the market to learn and iterate. Ross Farquhar shares how strong brand guardrails make innovation purposeful while the team experiments, tests, and scales new concepts at speed. He also unpacks how AI accelerates trend discovery and early exploration, with human judgment shaping what truly becomes a breakthrough.A sharp look at modern innovation discipline, where agility, insight, and smart tools create genuine competitive advantage. Hosted on Acast. See acast.com/privacy for more information.
- Feb 25, 202620 min
Shopping and Sipping: The Future of Beverage Shopper Marketing
In this episode of Kantar's Future Proof podcast, Jane Ostler speaks with Sian Davies, Global Consumer Planning Lead, Ready to Drink at Diageo, and Jauneen Tarin, Head of Shopper UK at Kantar, to discuss the evolving landscape of shopper marketing. From the evolution of shopper behaviour and the impact of digital channels to the critical role of leadership and culture, this episode is packed with practical examples and forward-looking perspectives on winning in the fast-changing world of ready-to-drink beverages. Hosted on Acast. See acast.com/privacy for more information.
- Feb 4, 202617 min
Booking the Feeling: Emotion, Brand & the Connected Trip at Booking.com
Travel is emotional, but booking a trip often isn’t. As expectations rise, Booking.com is working to bring emotion to moments that usually feels purely functional. Convenience isn’t the only game in town.In this episode, Jane Ostler talks with Ben Harrel, Managing Director, US at Booking.com. They discuss how the brand blends performance and long‑term storytelling to spark that Booking.yeah feeling, how creators help the brand speak authentically to different travellers, and how Gen AI is enabling more tailored and relevant communication at scale. Ben also shares a practical vision for the connected trip: a future where flights, stays, cars and attractions seamlessly work together, as well as how they can step in proactively when things go wrong, working towards a frictionless experience. Hosted on Acast. See acast.com/privacy for more information.
- Jan 22, 202634 min
Shaping Marketing Effectiveness in 2026 with Google
In this episode of Kantar’s Future Proof podcast, Simon Atherley, Head of Marketing Effectiveness at Kantar UK, is joined by Biren Kalaria, Google UK’s Managing Director of Measurement, Analytics & Data, to unpack how marketers can better connect marketing effectiveness to business growth as we head into 2026. Biren shares his perspective on the persistent gap between marketers and the C-suite, the importance of unified KPIs, and why long-term effects remain under-measured. Tune in for practical guidance on bridging internal divides, strengthening measurement foundations, and using AI and creators to drive stronger, more confident marketing decisions in 2026. Hosted on Acast. See acast.com/privacy for more information.
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About Future Proof
Future Proof is the marketing podcast from Said Business School, Oxford University, and Kantar, the world’s leading marketing data and analytics company. In each episode, we’ll have a frank discussion with an expert, to help brands and business leaders navigate the changing landscape of marketing… and hopefully dispel some myths and misconceptions along the way. Looking at big industry question through both a market research and an academic lens, we can help prepare marketers for the future (with proof). All episodes and more info at https://www.kantar.com/ Hosted on Acast. See acast.com/privacy for more information.
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