Seizing the Castle: AI + Brand: Growth Without Limits Event by BrainStation
Human elements like Emotional Intelligence, creativity, and intuition are the essential differentiators for modern leadership and digital futures.
Nov 28, 2025
8 minutes
Tech | Product | Leadership
Tania Makroo | Transformation Strategist
People | Jobs | Digital Work | AI
The promise of AI often oscillates between technical jargon and futuristic hype, but this panel event at BrainStation, AI + Brand: Growth Without Limits, grounded the conversation in something much more tangible: human experience.
Featuring insights from leaders at Google, Canada Goose, and Manulife, the discussion wasn't just about what the technology can do, but how it reshapes the way we lead, serve, and connect.
Here are my favorite moments and reflections from the evening.
1. Leadership is (still) About the Heart
Anna Baird (Google) opened with a powerful reminder that in the age of algorithms, Emotional Intelligence (EQ) is the true differentiator for leadership. She shared the Head, Heart, Feet concept of interaction:
The Head (Strategy & Logic): This is the intellectual part of business, analyzing data and setting strategy. AI is incredibly good at this; it can process information and provide the 'smart' answers.
The Heart (Empathy & EQ): This is the strictly human domain. AI can generate a script, but it can't authentically care. Leading with EQ means using the time saved by AI to double down on human connection, understanding employee burnout, and building culture.
The Feet (Action & Velocity): This represents execution. It’s not enough to have the smarts (Head) or the empathy (Heart); you need to move.
Anna’s advice was practical: leverage existing blueprints. We don't need to start from scratch. The businesses that will thrive are the ones savvy enough to build upon what already works, using AI to accelerate rather than reinvent the wheel.
My Take
I completely agree with Anna on not reinventing the wheel. However, I noticed a theme across all speakers that I want to highlight: Creativity is the key differentiator. If you have read my previous work, you know I am an advocate for human wisdom and critical thinking. These human traits are the essential counterweight to the trajectory of technology growth.
The promise of AI often oscillates between technical jargon and futuristic hype, but this panel event at BrainStation, AI + Brand: Growth Without Limits, grounded the conversation in something much more tangible: human experience.
Featuring insights from leaders at Google, Canada Goose, and Manulife, the discussion wasn't just about what the technology can do, but how it reshapes the way we lead, serve, and connect.
Here are my favorite moments and reflections from the evening.
1. Leadership is (still) About the Heart
Anna Baird (Google) opened with a powerful reminder that in the age of algorithms, Emotional Intelligence (EQ) is the true differentiator for leadership. She shared the Head, Heart, Feet concept of interaction:
The Head (Strategy & Logic): This is the intellectual part of business, analyzing data and setting strategy. AI is incredibly good at this; it can process information and provide the 'smart' answers.
The Heart (Empathy & EQ): This is the strictly human domain. AI can generate a script, but it can't authentically care. Leading with EQ means using the time saved by AI to double down on human connection, understanding employee burnout, and building culture.
The Feet (Action & Velocity): This represents execution. It’s not enough to have the smarts (Head) or the empathy (Heart); you need to move.
Anna’s advice was practical: leverage existing blueprints. We don't need to start from scratch. The businesses that will thrive are the ones savvy enough to build upon what already works, using AI to accelerate rather than reinvent the wheel.
My Take
I completely agree with Anna on not reinventing the wheel. However, I noticed a theme across all speakers that I want to highlight: Creativity is the key differentiator. If you have read my previous work, you know I am an advocate for human wisdom and critical thinking. These human traits are the essential counterweight to the trajectory of technology growth.
The promise of AI often oscillates between technical jargon and futuristic hype, but this panel event at BrainStation, AI + Brand: Growth Without Limits, grounded the conversation in something much more tangible: human experience.
Featuring insights from leaders at Google, Canada Goose, and Manulife, the discussion wasn't just about what the technology can do, but how it reshapes the way we lead, serve, and connect.
Here are my favorite moments and reflections from the evening.
1. Leadership is (still) About the Heart
Anna Baird (Google) opened with a powerful reminder that in the age of algorithms, Emotional Intelligence (EQ) is the true differentiator for leadership. She shared the Head, Heart, Feet concept of interaction:
The Head (Strategy & Logic): This is the intellectual part of business, analyzing data and setting strategy. AI is incredibly good at this; it can process information and provide the 'smart' answers.
The Heart (Empathy & EQ): This is the strictly human domain. AI can generate a script, but it can't authentically care. Leading with EQ means using the time saved by AI to double down on human connection, understanding employee burnout, and building culture.
The Feet (Action & Velocity): This represents execution. It’s not enough to have the smarts (Head) or the empathy (Heart); you need to move.
Anna’s advice was practical: leverage existing blueprints. We don't need to start from scratch. The businesses that will thrive are the ones savvy enough to build upon what already works, using AI to accelerate rather than reinvent the wheel.
My Take
I completely agree with Anna on not reinventing the wheel. However, I noticed a theme across all speakers that I want to highlight: Creativity is the key differentiator. If you have read my previous work, you know I am an advocate for human wisdom and critical thinking. These human traits are the essential counterweight to the trajectory of technology growth.
2. Luxury is the Experience, AI is the Invisible Hand
Alfredo C. M. Tan (Canada Goose) offered a fascinating look at the intersection of high-tech and high-touch. He argued that in luxury, value is often an unknown quantity.
In a standard transaction, value is a known variable (Cost of Materials + Labor = Price). But in luxury, the price often far exceeds the sum of its parts. That gap is the unknown quantity: the prestige, the feeling, and the emotional connection that justifies the cost.
Alfredo’s point was that AI handles the known variables (logistics, finding user frustrations), but it cannot replicate that unknown magic. Its role is to be the invisible hand that removes friction, allowing human staff to focus on the "harder" things: the white-glove service and physical connection.
My Take
This resonated deeply with me. Once upon a time, I led a complete transformation for a luxury consignment giant. One key element of our success was understanding that for some, the price is invisible; what matters is the joy of the purchase journey.
I focused our efforts on touchpoints before and after cart abandonment. We launched "Buy Online, Pick Up in Store" for international buyers who used their cart as a wishlist before visiting the country. By automating this flow (Browse > Add to Cart > Buy > Pickup), we solved a specific frustration.
This aligns perfectly with Alfredo’s other great point: Have a Hypothesis. Don’t build or design for the sake of it; solve a real problem. When you have a reason, success will follow.
2. Luxury is the Experience, AI is the Invisible Hand
Alfredo C. M. Tan (Canada Goose) offered a fascinating look at the intersection of high-tech and high-touch. He argued that in luxury, value is often an unknown quantity.
In a standard transaction, value is a known variable (Cost of Materials + Labor = Price). But in luxury, the price often far exceeds the sum of its parts. That gap is the unknown quantity: the prestige, the feeling, and the emotional connection that justifies the cost.
Alfredo’s point was that AI handles the known variables (logistics, finding user frustrations), but it cannot replicate that unknown magic. Its role is to be the invisible hand that removes friction, allowing human staff to focus on the "harder" things: the white-glove service and physical connection.
My Take
This resonated deeply with me. Once upon a time, I led a complete transformation for a luxury consignment giant. One key element of our success was understanding that for some, the price is invisible; what matters is the joy of the purchase journey.
I focused our efforts on touchpoints before and after cart abandonment. We launched "Buy Online, Pick Up in Store" for international buyers who used their cart as a wishlist before visiting the country. By automating this flow (Browse > Add to Cart > Buy > Pickup), we solved a specific frustration.
This aligns perfectly with Alfredo’s other great point: Have a Hypothesis. Don’t build or design for the sake of it; solve a real problem. When you have a reason, success will follow.
2. Luxury is the Experience, AI is the Invisible Hand
Alfredo C. M. Tan (Canada Goose) offered a fascinating look at the intersection of high-tech and high-touch. He argued that in luxury, value is often an unknown quantity.
In a standard transaction, value is a known variable (Cost of Materials + Labor = Price). But in luxury, the price often far exceeds the sum of its parts. That gap is the unknown quantity: the prestige, the feeling, and the emotional connection that justifies the cost.
Alfredo’s point was that AI handles the known variables (logistics, finding user frustrations), but it cannot replicate that unknown magic. Its role is to be the invisible hand that removes friction, allowing human staff to focus on the "harder" things: the white-glove service and physical connection.
My Take
This resonated deeply with me. Once upon a time, I led a complete transformation for a luxury consignment giant. One key element of our success was understanding that for some, the price is invisible; what matters is the joy of the purchase journey.
I focused our efforts on touchpoints before and after cart abandonment. We launched "Buy Online, Pick Up in Store" for international buyers who used their cart as a wishlist before visiting the country. By automating this flow (Browse > Add to Cart > Buy > Pickup), we solved a specific frustration.
This aligns perfectly with Alfredo’s other great point: Have a Hypothesis. Don’t build or design for the sake of it; solve a real problem. When you have a reason, success will follow.
3. Trust, Transparency, and Societal Outcomes
Sarah Chapman (Manulife) shifted the lens to the regulated world of finance, highlighting a move from instructional AI to societal impact.
She noted that initially, people used AI like a calculator, rigidly following instructions. The real shift happens when we stop asking "How do I use this tool?" and start asking "How can this solve a human problem?"
She cited the Vitality app (for behavioral insurance) as a prime example. Instead of just being a financial safety net (reactive), the brand becomes a partner in your longevity (proactive). AI analyzes data to incentivize better health, literally changing the outcome of the customer's life.
The Hidden Human Element: Sarah emphasized that even in a digital-first world, the goal of AI isn't to hide the human, but to elevate them. By handling the regulatory heavy lifting, AI empowers financial planners to have higher-quality relationships with clients. However, she stressed that transparency is the currency of trust. We must be open about the "how, when, and what" of AI usage to maintain consumer confidence.
Final Thoughts: Theory vs. Action
Perhaps the most resonant image of the night came from Alfredo, referencing a comic about knights standing outside a fortress:
"I have read many books on seizing a castle, but I have never actually seized one."
It was a perfect summary of the current moment. We can theorize about agentic workflows, brand protection, and governance all day, but as this panel proved, the future belongs to those who stop reading about the castle and actually start seizing it.
Let’s commit to bridging intelligence and intuition to design responsibly human-centered digital futures. Tonight’s discussion reinforced that while AI provides intelligence, it is our intuition, the 'heart' and the 'unknown quantity', that ultimately defines the value we create.
As we navigate this era of digital transformation, let’s remain curious enough to explore the technology, but grounded enough to remember that the best experiences are always, fundamentally, human.
Thank you to the team at BrainStation for hosting such insightful and engaging discord with industry leaders.
Event Date: November 27, 2025 | Host: BrainStation
Speakers:
Anna Baird: Chief Customer Officer, Generative AI GTM, Google
Alfredo C. M. Tan: Global Chief Digital & Information Officer, Canada Goose
Sarah Chapman: Chief Marketing Officer GWAM & Head of Digital & Customer Centricity, Manulife
3. Trust, Transparency, and Societal Outcomes
Sarah Chapman (Manulife) shifted the lens to the regulated world of finance, highlighting a move from instructional AI to societal impact.
She noted that initially, people used AI like a calculator, rigidly following instructions. The real shift happens when we stop asking "How do I use this tool?" and start asking "How can this solve a human problem?"
She cited the Vitality app (for behavioral insurance) as a prime example. Instead of just being a financial safety net (reactive), the brand becomes a partner in your longevity (proactive). AI analyzes data to incentivize better health, literally changing the outcome of the customer's life.
The Hidden Human Element: Sarah emphasized that even in a digital-first world, the goal of AI isn't to hide the human, but to elevate them. By handling the regulatory heavy lifting, AI empowers financial planners to have higher-quality relationships with clients. However, she stressed that transparency is the currency of trust. We must be open about the "how, when, and what" of AI usage to maintain consumer confidence.
Final Thoughts: Theory vs. Action
Perhaps the most resonant image of the night came from Alfredo, referencing a comic about knights standing outside a fortress:
"I have read many books on seizing a castle, but I have never actually seized one."
It was a perfect summary of the current moment. We can theorize about agentic workflows, brand protection, and governance all day, but as this panel proved, the future belongs to those who stop reading about the castle and actually start seizing it.
Let’s commit to bridging intelligence and intuition to design responsibly human-centered digital futures. Tonight’s discussion reinforced that while AI provides intelligence, it is our intuition, the 'heart' and the 'unknown quantity', that ultimately defines the value we create.
As we navigate this era of digital transformation, let’s remain curious enough to explore the technology, but grounded enough to remember that the best experiences are always, fundamentally, human.
Thank you to the team at BrainStation for hosting such insightful and engaging discord with industry leaders.
Event Date: November 27, 2025 | Host: BrainStation
Speakers:
Anna Baird: Chief Customer Officer, Generative AI GTM, Google
Alfredo C. M. Tan: Global Chief Digital & Information Officer, Canada Goose
Sarah Chapman: Chief Marketing Officer GWAM & Head of Digital & Customer Centricity, Manulife
3. Trust, Transparency, and Societal Outcomes
Sarah Chapman (Manulife) shifted the lens to the regulated world of finance, highlighting a move from instructional AI to societal impact.
She noted that initially, people used AI like a calculator, rigidly following instructions. The real shift happens when we stop asking "How do I use this tool?" and start asking "How can this solve a human problem?"
She cited the Vitality app (for behavioral insurance) as a prime example. Instead of just being a financial safety net (reactive), the brand becomes a partner in your longevity (proactive). AI analyzes data to incentivize better health, literally changing the outcome of the customer's life.
The Hidden Human Element: Sarah emphasized that even in a digital-first world, the goal of AI isn't to hide the human, but to elevate them. By handling the regulatory heavy lifting, AI empowers financial planners to have higher-quality relationships with clients. However, she stressed that transparency is the currency of trust. We must be open about the "how, when, and what" of AI usage to maintain consumer confidence.
Final Thoughts: Theory vs. Action
Perhaps the most resonant image of the night came from Alfredo, referencing a comic about knights standing outside a fortress:
"I have read many books on seizing a castle, but I have never actually seized one."
It was a perfect summary of the current moment. We can theorize about agentic workflows, brand protection, and governance all day, but as this panel proved, the future belongs to those who stop reading about the castle and actually start seizing it.
Let’s commit to bridging intelligence and intuition to design responsibly human-centered digital futures. Tonight’s discussion reinforced that while AI provides intelligence, it is our intuition, the 'heart' and the 'unknown quantity', that ultimately defines the value we create.
As we navigate this era of digital transformation, let’s remain curious enough to explore the technology, but grounded enough to remember that the best experiences are always, fundamentally, human.
Thank you to the team at BrainStation for hosting such insightful and engaging discord with industry leaders.
Event Date: November 27, 2025 | Host: BrainStation
Speakers:
Anna Baird: Chief Customer Officer, Generative AI GTM, Google
Alfredo C. M. Tan: Global Chief Digital & Information Officer, Canada Goose
Sarah Chapman: Chief Marketing Officer GWAM & Head of Digital & Customer Centricity, Manulife
