This year’s headlines are about AI agents breaking out of their sandboxes. Malcolm Ché, Head of Innovation at Identity, argues the bigger risk for brands
When an ad goes ‘rogue’
Service: Innovation & Technology
Vodafone x Wimbledon 2026
Malcolm Ché at the UK-Western Balkans Technology Trade Mission
The most innovative technology in the world can be cold. The most ambitious vision can feel distant. What makes either of them matter is people.
What the events and marketing sector still hasn’t understood: the EU AI Act
Malcolm Che, Head of Innovation at Identity, argues that the events and experiential marketing sector has adopted AI at speed while ignoring the governance obligations
From first flight to the moon: the speed of innovation
Technological progress moves at breakneck speed, but not every idea lands at the right time. Michael Gietzen explores what the evolution of flight can teach us about
The space pen problem: why simplicity wins in experiential marketing
Bigger budgets don’t always mean better experiences. Michael Gietzen explores why the best experiential activations focus on simplicity, impact, and execution, rather than unnecessary complexity. Yesterday’s Artemis II launch got
Why the best brands are doubling down on human experience
George Perry, Global Business Development Director at Identity, on why the rise of AI is making human experience more valuable, not less, and what that
The friction problem: why live experience is the antidote to the AI content crisis
As AI makes content effortless, engagement is getting harder to earn. Matt Margetson, Innovation Director, part of the Tomorrow innovation team at Identity, argues that
Sustainable experiences start with better questions
Lindsay Neyjahr, Client Experience Director at Identity, explores why sustainability must be embedded as standard in events and brand experiences, and why meaningful measurement is essential to turning
Reinvention or risk? Why experiential is your smartest bet
Brands often face a defining choice: evolve or erode. Michael Gietzen, Group CEO of Identity, explores the paradox of reinvention, why change both fuels and threatens