Everyone's Talking About AI. Let's Talk About Brand.

As the first generative-AI hype cools, the harder question comes into focus: once intelligence is everywhere, what makes people – and their AI agents – choose you? Scarcity, countdowns and discounts don't move an agent. They lean toward what's known, trusted and verifiable. So brand matters more, not less.

In this keynote, Klarna CMO David Sandström makes the case for brand as the one thing you can't automate your way around. Drawing on Klarna's own transformation – from a payments company into one of fintech's most recognizable brands – he shows why a brand worth scaling is the real competitive advantage, and how to build one.