On Tuesday 15 July, over 500 marketers from across Aotearoa gathered at Cordis Hotel in Auckland for Digital Day Out 2025, the Marketing Association’s flagship conference and the largest of its kind in the country. From AI agents and TikTok takeovers to real human storytelling, the day delivered a full spectrum of insights, ideas, and connections. 

If you missed it (or just want to relive it), here are some of the standout takeaways from our speakers and attendees. 

 🧠 AI Everywhere: The Shift from Information to Intelligence 

AI was the headline act of the day, not just the opening keynote but the common thread running through a lot of the sessions. 

Google NZ’s Country Director, Caroline Rainsford, opened with a vision of a near-future where Google’s AI Mode doesn’t just surface information, but acts on it, from booking restaurants for you while you travel, to purchasing items when they hit your ideal price point. Her reminder? Build right, not just fast.  

Julian King of BCG drove the point home: while 83% of companies believe in AI’s potential, fewer than 1% are truly using it to transform their businesses. 

From the expert panel discussion on shifting digital trends, featuring Kat Warboys, Richard Conway, Sophie Neate, Santosh Pandey, Adrian Vallelonga, and moderated by Adnan Khan, we heard how marketers can make the leap and stay relevant by: 

  • Empowering teams to test and learn AI tools 
  • Embedding AI literacy into workflows 
  • Focusing on context over just taking a data set at point blank 
  • Shifting from SEO to AEO (Answer Engine Optimisation) 

As Sophie Neate put it: “Agentic AI is here, tools that don’t just assist, but act.” 

 🎥 Human Stories > Fancy Funnels 

If AI stole the spotlight, authentic storytelling stole our hearts. 

Robin O’Connell from LinkedIn reminded us that attention isn’t dead, our content just needs to earn it. Short, lo-fi, face-forward videos perform best, particularly on platforms like LinkedIn where “buyers hit play before they pay.” His video length tip? 

  • 5–10 seconds = for action-driven goals 
  • 15–30 seconds = awareness goals 

Jordan-lee Ikitule, founder of ASD Dads NZ, delivered one of the most powerful moments of the day. A single social post sparked a global movement. As Cynatra Major summed up: “Raw, real, human – content with purpose. After a day of mostly AI talk, this reminded me: humanness still cuts through.” 

📱 TikTok, Bluey and the Power of Fandom 

If you thought Bluey was just a kids’ show, think again. Simon Clarke from BBC Studios shared how the brand’s digital team uses fan feedback loops and community insights to shape content across platforms. Chris Brunner called it “a masterclass in fandom,” and Chelsea Tobin noted how fan-led content has become a goldmine for ideation. 

Elsewhere, Brooke Howard-Smith and team spotlighted #NZRenoTok — a homegrown TikTok creator series that’s now Aotearoa’s top DIY content destination. An interesting point was that TikTok is ageing up: 21% of users are now over 30 and legacy brands can make an impact (shout-out Panasonic and Mitre10!).  

🔍 Search Is Evolving. Are You? 

Search isn’t what it used to be. It’s faster, more conversational, and more personalised. 

Matthew Lee captured it perfectly: “The old approach of slowly warming up website visitors is fading. People are showing up informed, decisive, and ready to act.” 

Adnan Khan offered practical tips to keep up: 

  • Structure content for featured snippets 
  • Focus on quality over volume 
  • Lean into expert-led, human content 
  • Use schema markup for visibility 

We’re not just optimising for search engines anymore, we’re designing for answer engines. 

🔥 Highlights from the Community 

We were lucky to have so many sharp minds sharing takeaways from the day. Here are just a few: 

  • Hayley Sigmund: “Zero-click searches are on the rise. The traditional web visit is evolving. Think: fast path to purchase.” 
  • Ben van Rooy: “It all depends on your objective. Go short to drive action, go longer to build awareness.” 
  • Joyce Chew: “It’s less about doing everything, and more about doing the right things, better.” 
  • Sophie Neate: “Digital marketing isn’t just the job of the digital team, it’s everyone’s responsibility. Find the champions in your business, take them on the journey, and get them to be your ambassadors.” 
  • Tisha Wadhwa: “It’s not about losing your job to technology. It’s about making sure you’re ready for what’s next.” 
  • NumberWorks’nWords Team: “In a world of infinite content, brands that win are those that connect with clarity and purpose.” 
  • Danielle Chevriot: “With so much disruption and changes in 2025, keeping on top of ‘the latest and greatest’ advice can be daunting, and low-key overwhelming. But Digital Day Out 2025 reminded me we’re all in the same boat. And attending events like this has never been more important so you can reflect and learn from industry peers. Connections and being yourself is still so vital in marketing! (and in life). 

And a shoutout to Sam Stuchbury from Motion Sickness for the campaign that still has people talking: Make New Zealand the Best Place to Have Herpes. Equal parts brave and brilliant, the kind of creative work that reminds us why we love this industry. 

Final Thought 

Digital Day Out 2025 was a reminder that while tools and tech continue to evolve, it’s the humans behind the work, and the stories we tell, that make the real difference. 

Thanks to all the speakers, attendees, and partners who made it a day to remember. If you were there, we’d love to hear your favourite moment, drop us a line or tag us on socials. 

Let’s keep the momentum going.

Source: Danielle Chevriot, 17 July 2025