Future Proof

Is AI reinforcing or diluting your brand? Which brands do LLMs choose to surface and why?
LLMs are actively shaping how brands are discovered, compared and chosen. They are becoming the new gatekeepers of growth.
In this expert roundtable, Kantar leaders, from across disciplines and markets, discuss how LLMs are reshaping brand discovery.
You'll leave with clarity on:
1. New opportunities for growth in the AI era
2. Practical guidance to support confident, informed next steps for your brand
3. Data-led perspectives to shape what to focus on

Win the LLMs' choice using signal intelligence
Visibility is not enough. Brands need signal intelligence to understand how AI assistants are reshaping consumer decisions. Win the LLMs' choice by strengthening the brand signals AI relies on.
BrandDigital AI signals goes beyond short-term discoverability to show how LLMs shape long-term brand equity, grounded in Kantar’s Meaningful, Different and Salient (MDS) framework.
From visibility metrics to MDS-aligned signals, it
reveals how brand predisposition is built or eroded
across AI assistants.
Find out more: Kantar BrandDigital AI signals
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How do you keep a 180‑year‑old brand relevant for the next generation of consumers?

In this episode of Future Proof, Jane Ostler is joined by Kristy Keyte, CMO of Penfolds, to explore what it really takes to grow a heritage brand in an increasingly volatile world. From reframing Penfolds as a luxury brand rather than a wine brand, to sharpening brand codes, driving difference, and building salience at the point of choice, Kristy shares how a more rigorous approach to brand strategy is shaping decision‑making across the business.

The conversation also digs into pricing power as a critical marker of brand strength, the role of emotion and meaning in luxury, and how brands can stay resilient amid cost pressures, changing consumption habits and global uncertainty.
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Great innovation isn’t just about what you build - it’s about how consumers experience, interpret and adopt it.

In this episode of Future Proof podcast, Dr Nicki Morley, Global Innovation Lead at Kantar, is joined by Richard Shotton, author of ‘Hacking the Human Mind’, to explore how behavioural fuels and frictions shape innovation success, from identifying opportunities early to driving real adoption.

Through evidence-backed insights and real examples, they unpack why consumers don’t always act on good ideas, and how innovators can design with human behaviour in mind.
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In this Future Proof episode, Dr Nicki Morley, Global Innovation Lead at Kantar and Dr Angad Chowdhry, Co-Founder & CPO at Quilt.AI, unpack why genuine innovation demands more than fast outputs from LLMs.

They explore how cultural sensing, behavioural fuels and frictions, and multisource signal intelligence reveal the collision zones where breakthrough opportunities emerge, and why human judgment is still essential to shaping concepts that are meaningfully differentiated and commercially real.

They also share how the Kantar × Quilt.AI partnership brings these capabilities together, closing the loop from signal to opportunity spaces to concepts with rigour and transparency.
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In this episode, Nicki Morley, Global Innovation Lead at Kantar, and Little Moons’ Ross Farquhar discuss how Little Moons turns early-stage ideas into high-impact innovation by designing for occasions, not categories, and acting fast in the market to learn and iterate. Ross Farquhar shares how strong brand guardrails make innovation purposeful while the team experiments, tests, and scales new concepts at speed. He also unpacks how AI accelerates trend discovery and early exploration, with human judgment shaping what truly becomes a breakthrough.

A sharp look at modern innovation discipline, where agility, insight, and smart tools create genuine competitive advantage.
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