Brand building in an AI-driven world – Ten takeaways from DX3 that every CMO needs to know.

Dean Elissat, VP of Growth at Engine Digital, attended DX3 in Toronto this past March. As one of Canada’s leading conferences at the intersection of retail, DTC, and e-commerce, DX3 brings together an impressive lineup of leaders from the likes of Nestlé, BMO, Unilever, and John Fluevog, to share how they’re thinking about customer experience, digital growth, and innovation in today’s macroeconomic environment.

Not surprisingly, artificial intelligence took center stage this year, with conversations covering everything from personalization and automation to customer retention and ethical use. But AI was just one part of the story.

Below are ten key takeaways and practical insights from the event to help you consider how emerging trends might shape your strategy in the year ahead.

1. Yes, AI is impacting marketing as we know it

There’s no question that AI is now a core driver of marketing transformation. From hyper-personalization to hands-free automation, the pace of change is unlike anything we’ve seen before. One striking shift is the way search is evolving—moving away from pages of results toward single AI-generated answers. That change alone will force teams to rethink their content and traffic strategies. Meanwhile, new tools like BrandRank AI are beginning to rewrite how businesses and consumers interact, in real time and at scale.

2. Marketers are pushing personalization beyond data

While personalization has long been driven by behavioral data, leading brands are supplementing that with qualitative feedback, like post-purchase surveys, to get a clearer picture of their audience. The goal now is to build smarter, persona-driven triggers that deepen engagement without crossing the line. Navigating the tension between relevance and respect for privacy is becoming a more visible priority.

3. ROI in the age of AI requires clarity

Measuring return on investment in an AI-powered environment is more complex, but also more powerful. The key is to be clear about which data points matter and what objectives they support. AI enables faster, real-time feedback loops that can outpace traditional research methods. That said, teams still face the challenge of identifying which metrics are truly meaningful and how to balance immediate gains with long-term strategic value.

4. What’s ahead and how to prepare

The future of marketing will demand a new level of adaptability. With AI evolving so quickly, teams need to stay nimble and alert to both risks and opportunities. Deepfakes and misinformation are already pushing reputation management up the priority list. At the same time, platforms like TikTok are redefining how people discover and search for products, forcing a rethink of SEO and content strategies.

5. Creativity still matters, maybe more than ever

AI can improve efficiency, but it won’t replace the human ability to tell stories, create emotional connections, and think laterally. The real opportunity lies in blending AI-driven insights with thoughtful, creative execution. Teams that embrace learning, stay curious, and keep honing their storytelling chops will be the ones who win.

6. Ethics can’t be an afterthought

AI comes with real risks—bias, privacy breaches, and loss of consumer trust among them. Organizations need to get proactive about ethics, not just compliance. That means building in guardrails: frameworks for governance, strategies that respect user boundaries, and a mindset that puts trust at the center of every decision. Brands that get this right will have a competitive edge rooted in credibility.

7. AI can be practical, not just theoretical

One encouraging theme at DX3 was that AI-powered marketing isn’t just hype—it’s increasingly actionable. That starts with using both quantitative and qualitative data to fine-tune segmentation. With the right tools, marketers can now automate analysis, adjust campaigns on the fly, and start rethinking SEO to align with how AI itself is shaping discovery across platforms.

8. Retention is where the value is

Acquisition might get the spotlight, but retention is where long-term value lives. Personal, meaningful engagement is key, especially in the first 18 months of a customer’s journey. That’s when habits are formed, loyalty is built, and the foundation for lifetime value is set. Brands that focus here will maximize the full potential of every relationship.

9. Use AI to support your people, not replace them

AI is a great tool for simplifying operations, but it should complement, not override, human strategy. The smartest investments will pair automation with skill-building, ensuring teams stay sharp and capable. Critical thinking, creativity, and problem-solving are still core competencies, and leaders should be developing those in parallel with their tech stack.

10. The future is hybrid, not either/or

What became clear at DX3 is that successful marketing in the age of AI isn’t about choosing between machines and humans. It’s about how the two work together. Efficiency is important, but intuition, ethics, and empathy are irreplaceable. To stay competitive, organizations will need to stay agile, experiment often, and invest in people just as much as platforms.

At DX3 Canada, it was clear that brands are navigating an exciting yet complex moment where AI is reshaping customer engagement, measurement, and loyalty. While technology is moving fast, the fundamentals of creativity, ethics, and strategic thinking remain as important as ever. The challenge ahead isn’t choosing between human insight and machine intelligence, it’s finding the balance to drive meaningful growth.

If your team is thinking through any of these shifts, whether it's AI integration, personalization, or customer retention, we’re here to help. Reach out to us. We’d love to hear about the challenges you’re working to solve.