Dive into the critical role of digital trust in modern marketing with Liz Grennan, McKinsey & Company partner and co-leader of Digital Trust. This session explores how marketers can leverage AI responsibly to build trust and drive consumer engagement. Grennan will discuss McKinsey's insights on the intersection of AI, consumer expectations, and trust, revealing how transparency and ethical AI practices can become competitive advantages.

Key topics include:

- Data Security: Ensuring the protection of data from unauthorized access and breaches.
- Ethical Use of AI: Demonstrating how AI systems are used in ways that are ethical and transparent, including clear communication about how AI is applied in products or services.
- Privacy Practices: Maintaining transparency about data collection practices and respecting user privacy preferences.
- AI Governance: Putting policies, frameworks and practices in place to guide responsible, human-centered applications of AI across organizations.
- Scaling AI Responsibly: Discover strategies for scaling AI in ways that drive business growth while maintaining and enhancing consumer trust.

Attendees will learn effective strategies to not only comply with digital trust norms but to use these practices to differentiate their brand, enhance customer loyalty, and achieve sustainable growth. This session is vital for marketers aiming to thrive in a landscape where trust is as crucial as the technology itself.

Note: This course is a recording of a session from the Marketing Artificial Intelligence Conference (MAICON), which was held in September 2024.