What makes a brand a brand?
When does a company or product become a brand? How is its identity shaped by the way people experience, interpret and respond to it?
London Design Festival 2026 Online panel
Can AI help brands become immortal?
Can AI help brands carry forward what makes them distinctive while continuing to evolve?
Register on ZoomThe question
Can technology exercise judgement?
As AI becomes part of the creative process, how might it change the way brands express who they are? Hosted by DayBrew, this panel brings together perspectives from marketing, AI and the DTC industry to explore how brands take shape, make decisions and evolve over time.
We’ll examine what brand judgement might mean as a computational problem: what machines can learn from a brand’s decisions, and where human judgement remains essential. If AI can reproduce the patterns of a brand, does that help it evolve, or risk freezing it in time?
The conversation
From brand identity to lasting influence.
How does a brand decide how to show up?
From choosing content to responding to cultural moments, how do data, experience and the social mood inform what feels right for a brand?
Can AI learn brand judgement?
Can we model the decisions a brand makes and teach them to AI? What separates reproducing patterns from understanding a brand, and where does human judgement remain essential?
What does it mean for a brand to endure?
How can a brand’s values, vision and point of view live on beyond its founders or teams? What can brands do today to keep evolving without losing what makes them distinctive?
The guest
Claire Bai
Assistant Professor of Advertising, Syracuse University Founder, Bonjour Data
Claire Bai is an Assistant Professor of Advertising at Syracuse University’s Newhouse School and founder of marketing agency Bonjour Data. Previously, she led U.S. e-commerce marketing at TikTok and worked on campaigns for global brands including Spotify, McDonald’s, Google Pixel, LEGO, and Farfetch. Her work bridges AI, advertising, brand strategy, and data, exploring how brands make decisions—and how technology is reshaping the balance between data, creativity, culture, and human judgment.
Vivianne Kuo
Senior Marketing & sustainability strategist @Deloitte
Vivianne Kuo is a marketing and sustainability strategist with over five years of professional experience across Ogilvy Public Relations and Deloitte Taiwan. At Ogilvy, she advised leading brands on communications, reputation and public engagement. She later served as a Senior Sustainability Marketing Consultant at Deloitte, helping companies translate sustainability ambitions and complex stakeholder expectations into credible strategies, narratives and business action.
Joy Chen
Founder, BIRKE & SHINYSTILL
Joy is the founder of skincare brands BIRKE and SHINYSTILL, with experience spanning formulation, manufacturing and brand building. Trained in Applied Chemistry, she spent four years in a skincare laboratory before launching her first brand in 2016. She established her own manufacturing facility in 2018, which achieved GMP and ISO 22716 certification in 2026.
Live online · 20 September · 3:00 PM BST
Join the conversation.
Explore what it takes for a brand to endure, and the role AI might play in carrying its values, vision and point of view forward. Bring your questions for the audience Q&A.
Register free on Zoom Read DayBrew’s philosophy →