Founders Panel

AI

Of course, we talked about how AI impacts the daily lives of our panellists, but they were clear: it’s not a magic bullet. While its ability to process massive amounts of data and deliver insights is game-changing, it’s most powerful when combined with human creativity and oversight. From integrating wearables and DNA data for personalised health solutions to streamlining processes, AI is already driving innovation. However, deploying it wisely is key—it should solve real problems, not just be used for the sake of it. The takeaway? AI works best as a support system, not the star of the show.

Advertising

When it comes to advertising, the mantra was clear: stick to what works. Tried-and-tested platforms like Meta and Google still deliver results, and the advice was to double down on channels that consistently perform well. Emerging opportunities, like live video commerce on TikTok, were recognised, but there’s no substitute for understanding your audience and focusing on strong, resonant messaging. Crucially, advertising can only take you so far—if your product isn’t great, no ad spend will save it. Build trust with authentic campaigns, but always back it up with quality.

Unified Commerce

In today’s fragmented retail landscape, unified commerce is a promising concept. The panel stressed the importance of integrating every sales channel—from web shops and marketplaces to physical stores and pop-ups—into a seamless ecosystem. This isn’t just about convenience; it’s about offering a consistent brand experience wherever the customer interacts with you. Strong backend systems were highlighted as essential to keeping everything running smoothly. Unified commerce breaks down silos and delivers an experience that feels effortless to the customer.

Brand Building

Building a brand that sticks takes time, effort, and a laser-sharp focus on quality. The panel emphasised the importance of mental availability—making your brand relevant and memorable to your target audience. This doesn’t just happen overnight; it requires consistent messaging, a clear identity, and products that people genuinely love. A great brand isn’t just about visibility—it’s about staying top of mind for the right reasons. Long-term loyalty depends on it, and brands that invest in building trust will see returns far beyond their initial marketing efforts.

Scaling

Scaling a business, whether through entering new markets or launching new products, is a balancing act. The panellists agreed that focus is key—spreading too thin rarely works. For market expansion, the priority is understanding local audiences and ensuring profitability before going big. Platforms like Amazon are often non-negotiable for reaching customers in key regions, particularly in the US. On the product side, the advice was to test ideas with minimal risk, such as offering personalisation without carrying large inventories. Scaling isn’t just about growing fast; it’s about growing smart.