MadFest London 2025: Rethinking Brands, Politics and AI for a Post-Analogue World

Legacy institutions are being forced to adapt as AI, community, and user-centric design reshape brand, media and political strategy.

At this year’s MadFest London, the collision of marketing, technology and civic innovation produced a telling snapshot of the challenges and opportunities facing brands, publishers, and institutions in the age of AI and digital fragmentation. From Lululemon’s human-first branding to Jaguar’s radical repositioning, from a parliamentarian’s call for systemic reform to a media founder’s legal challenge against AI firms, each speaker presented a case for reinvention in their domain.

Below is a session-by-session analysis of the most salient insights from the sessions that I attended.