Mailchimp FWD London: People First, Tech Second – A Day of Insight and Intention

Last week, I had the pleasure of attending the Intuit Mailchimp 's FWD event in London, and I left feeling inspired, challenged and quietly validated. It was a powerful reminder that while tech is evolving at an incredible pace, what truly cuts through the noise is human connection.

As someone who speaks regularly about brand, authenticity and legacy-building, the theme of the day spoke directly to me: using technology to support storytelling, not replace it.

Here are some of the reflections I walked away with:

Know What You’re Saying—and Who You’re Saying It To

Yes, AI is incredible. Plugins, comment insights, auto-generated posts—it’s all efficient. But none of that matters if you haven’t figured out who your audience is and what they care about. One of the first lessons of the day was clear: tech is a co-pilot, not the voice. That has to come from you.

People-Led Content Over AI-Led Hype

We talked a lot about relatability—real problems, voiced by real people. The kind of content that builds trust isn’t necessarily the most polished or polarising, but the most true. That means leaning into human insight, not hiding behind templates.

There’s a temptation to chase likes, clicks, and comments. But one of the most poignant takeaways was this: does your content actually move the needle for your business? Polarity might spark the algorithm, but will it spark sales?

 Use Data, But Don’t Be Driven By It

Data is only powerful when interpreted through a lens of instinct and integrity. Are you measuring what matters—or just what’s easy to quantify? For me, this was a call to strip things back and ask, is this resonating, or just reaching?

And more importantly, is your content helping someone move forward? Or is it just helping you stay visible?

Use AI to Enhance, Not Replace

One panel spoke about using AI to generate thoughtful, value-driven posts at different stages of customer engagement. It’s a strategy I’ve used in my own business—mapping content to build trust long before a sales conversation even happens. But the real gem? The human still has to write the brief. Tech is powerful, but the message still needs a soul.

Visualise Your Avatar

One of my favourite prompts: do you know your ideal client so well that you could picture what they’re wearing, where they’re sitting and what they’re scrolling through when they see your content?

If not, it’s time to get clearer.

Tell Stories, Then Share Solutions

And finally—don’t just share your story, craft your insight. Your experiences are powerful, but the transformation comes when they’re paired with actionable tips and relatable truths. That’s what builds authority and emotional resonance.

I left Intuit Mailchimp ’s FWD: London reminded that doing things differently isn’t about gimmicks, it’s about generosity. Stand out by giving, not taking. That’s how you build a brand people want to hear from—not just once, but again and again.

If you're navigating how to show up more authentically online while scaling your brand or business, this is the season to get intentional.

Let’s not just automate. Let’s connect.

Thank you for the invitation Intuit Mailchimp , see you next year!