Highlights and Insights from Digital Day Out 2026

We spent the day at the Marketing Association’s Digital Day Out last week, catching up with clients, bumping into familiar faces, and taking in a solid lineup of talks. To nobody's surprise, AI was the main topic of conversation both on stage and over coffee between sessions. 

It was a special one for us to be at, too. authentic digital turned 16 this year, which meant sharing the birthday spotlight with the Marketing Association, who are also celebrating 16 years. 

16 years is a long time in this industry. A lot has changed since then, including what it means to “search” for something , which made some of the conversations throughout the day particularly relevant for us.

3 Takeaways from DDO 2026

There was a great mix of speakers at DDO this year, with perspectives from Google, Mastercard, Trade Me and more across the industry. 

But the most interesting conversations weren’t really about the latest tools or what AI can do, but what happens now that those tools are becoming part of everyday marketing, and how to use them in a way that stands out.

A few ideas in particular stuck with us, mainly because they mirror how we already handle digital marketing for our clients.

1. AI should solve the problem, not be the strategy

“Start with the problem, not the technology.” - Britney Muller

There’s no shortage of new technology for marketers to get excited about. 

But Britney Muller’s point was a useful reminder that AI shouldn’t become the strategy just because it’s available. You should always start with the business problem first, then work out where AI can genuinely make a difference. 

It can be easy to lose sight of that when there’s so much pressure on businesses to do something with AI. 

2. Reddit and other online communities are reshaping discoverability

One theme that came through clearly at DDO was just how much the discovery landscape is expanding. 

Buyers are increasingly turning to AI platforms to research options and request recommendations. To answer those queries, AI platforms are now scraping data from raw, community-driven channels, like Reddit discussions, creator reviews, and niche forums, to see what real people recommend.

That puts even more weight on brand, trust and authority. It also gives marketers a much bigger visibility challenge, who now need to track how AI represents their brand, which community sources drive those answers, and where competitors are winning audience attention.

That broader view of search is a big part of why our exclusive partnership with Semrush matters so much to us. Having access to advanced, enterprise-level tools means we can give brands a much clearer picture of how they're being discovered across both traditional and emerging search experiences, and, importantly, show them exactly what to do to improve that visibility. 

3. As AI becomes the norm, human creativity matters more

For a day where AI featured so heavily, there was also a pretty strong reminder that great marketing is still about people first.

John Mescall put it best…

“Technology will lift the floor. We have to lift the ceiling”

We all know AI makes production effortless. It can analyse data, automate workflows, and churn out 50 headline options before you’ve finished your morning coffee. But when everyone has access to the same tools, producing competent work quickly is no longer a differentiator. 

What sets great work apart is the human judgement behind it. Standing out requires knowing which idea actually lands, understanding what people care about, and bringing a distinct point of view that builds genuine trust and authority.

As Mescall put it:

“Innovation led by emotion creates outrageous impact.” 

That doesn’t mean pushing AI aside. Quite the opposite. The opportunity is to let technology take care of more of the heavy lifting, leaving people with more room for the thinking, judgement and creativity that actually makes the work distinctive.

Away from the stage

Of course, not everything at DDO involved taking notes about AI.

Between sessions, there was plenty happening around the venue too.

We sponsored the speed wall, celebrated our sweet 16 with a birthday cake display, and had our signature video booth running throughout the day. 

The video booth gave everyone a chance to step in front of the camera and leave their mark on DDO, including us, obviously.

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See you next year, DDO

A huge thank you to the Marketing Association, all the speakers and everyone behind the scenes who helped bring DDO 2026 together.

More than anything, it was great to be back in the room with everyone - catching up with familiar clients, running into old colleagues, and comparing notes with other agencies between sessions. 

If some of the conversations around AI search and discoverability have got you thinking about what it all means for your brand, reach out for a chat. We’re always happy to talk through where AIO fits into the bigger search picture.

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