Speaker Peter Watson-Wailes

Founder, Tough & Competent
United Kingdom


Peter Watson-Wailes is the founder of digital CX consultancy Tough & Competent.

After spending time learning how websites work at the behest of his mother, Peter started a his career in marketing at a small agency in Kent. Since that time, he’s founded two and helped run another pair of agencies, and has spent more years helping organisations deliver better digital CX than he has fingers. In that time, he’s consulted for obscure companies like Amazon; Google; Accor Hotels; Arrow and Vinci.

With a certain wit and Britishness, Peter looks at the good, the bad and the ugly of the customer experience world, covering digital marketing, organisational design, and digital user experience optimisation.

Peter's sessions

11:10 - 11:40 , Thursday

The Role of AI and ML in Storytelling and How It Will Influence the Future in Digital Growth Strategies

AI, ML and digital media are reinventing the way stories are told. Long-term relationships with smaller, more influential groups are being cultivated over more renowned publishers who are influential, but deliver lower engagement. Pete will discuss the ground-breaking technology that influences how media, marketers and consumers behave. In this insightful, strategic and inspiring talk, Pete will cover how these exciting innovations are impacting marketers and what marketers can do today to take advantage of these opportunities.

We will conclude with how to apply this knowledge to new strategies, and how this can be used in emerging markets to grow your organisation.