Sam Mellor

In this discussion, Sam Mellor, VP of Marketing at BBC and a transformation marketer, dives into navigating the complexities of AI in media. She emphasizes the importance of prioritizing end-user trust while balancing audience and advertiser needs. Sam explores how AI is reshaping search behaviors and the media landscape, advocating for new frameworks in data use and content value. She also highlights the irreplaceable role of human storytelling in building loyal audiences and the challenges of predicting the future media environment amid rapid changes.