Nadia Cameron

A year after Mi3 Australia began its agentic AI research deep dive – dubbed Inside the Tornado – that first wave of febrile experimentation has given way to what feels like the beginning of a Cambrian explosion as businesses embed AI agents into core operations, and realise measurable gains in areas ranging from pricing optimisation to creative production.

What you need to know: There’s a real need for teams to unlearn old habits and find new ways of working with AI adoption, agree senior executives from Foxtel, Howatson & Co, and Unicef. The problem is how you provide a safe space and air for them to get there in a world of productivity and efficiency crunch. Over at Howatson & Co, shadow teams have become an important circuit breaker for this very reason.

What you need to know: Diageo Australia’s new marketing and innovation director, Sarah Shimmons, says alcohol consumption patterns are shifting fast, with 44% of Australians moderating, especially that lucrative and difficult-to-engage Gen Z demo. It makes it imperative brands win in smaller, culturally charged moments, not just big seasonal events or sports tentpoles.