Authentic intelligence: how to use AI legally, effectively and human-centrically

Why this matters now?

Marketers today face a double challenge. On the one hand, the rapid rise of AI promises smarter targeting, faster content, and real-time optimisation. On the other, it raises very real risks — from compliance, IP ownership, and data privacy to the danger of over-reliance leading to errors, generic outputs, and loss of brand distinctiveness.

Leaders across industries are asking:

• How do we adopt AI to improve marketing effectiveness without sacrificing creativity or differentiation?

• How do we protect our brands from legal and reputational risks around data, copyright, and employee use of AI?

• How do we keep pace with the speed of marketing technology while staying confident in our decision-making?

These are the questions we’ll be addressing head-on.

Key themes we’ll explore

1. Authentic Intelligence

AI should amplify human capability, not replace it. We’ll explore our concept of Authentic Intelligence – a practical framework for using AI to enhance creativity, insight, and effectiveness while retaining accountability for marketing performance.

2. The Legal Landscape of AI

For many organisations, the greatest concerns about AI lie in legal risk: from employee use to data privacy, security, communications, and asset ownership. Gateley’s experts will provide clarity on what’s safe, what’s risky, and how to stay compliant.

3. AI Search & Reputation

Search is changing fast. Platforms like ChatGPT and Claude are becoming default gateways to information – which means your brand reputation increasingly lives in AI search results. Leopard Co’s AI Reputation Audit and AIO (AI Optimisation) approach show how to safeguard visibility in this new environment.

4. Behavioural Science in Action

AI alone doesn’t guarantee effectiveness. That’s why we’ll introduce the EAST framework (Easy, Attractive, Social, Timely) – a proven model from Behavioural Science that helps marketers design campaigns which guide decisions, shape behaviour, and deliver results with impact.

5. Live Debate & Shared Experience

We’ll also be encouraging discussion. Delegates will have the chance to share successes, challenges, and concerns around AI adoption, creating a collaborative environment where everyone learns.

Who should attend?

This session is designed for:

• Business leaders and marketers wanting to adopt AI safely and effectively

• Communications teams navigating legal and ethical challenges

• Anyone seeking practical tools to understand how AI and Behavioural Science can work together to deliver performance

Meet the speakers

Anthony Tattum – Chief Marketing Officer at Leopard Co

Marketing leader and behavioural science practitioner with over 30 years’ experience helping brands harness AI, creativity, and behavioural insights to drive measurable growth. A pioneer of Authentic Intelligence and creator of AIO (AI Optimisation), Anthony blends behavioural frameworks like EAST with cutting-edge AI tools to deliver marketing that changes behaviour, builds reputation, and powers long-term effectiveness.

Andrew Hartshorn – Partner, IP, Commercial & Technology at Gateley

Technology and data law specialist with 25+ years’ experience advising on technology and data protection matters. He helps navigate the legal complexity of innovation — supporting businesses engaging with all aspects of technology from employee AI use to privacy and security in digital ecosystems.