George Mudie
Senior Partner, Strathberg | ffion.ai | Prev. Group CTO & CISO, H&M,
Strathberg
George Mudie is Senior Partner at Strathberg, an advisory firm working with global retailers and fast-growing brands on technology, cyber and AI. For the large ones that usually means untangling what's already there. For the smaller ones it means getting the foundations right early, so growth doesn't outrun the systems underneath it.
He is also CEO and co-founder of ffion.ai, an AI agent that handles the fashion needs of the most demanding shopper, and lets brands offer agentic commerce straight from the ecommerce platform they already run on.
Before that he was Group CTO and Chief Information Security Officer at H&M Group, and Group CISO at ASOS. Both jobs put him on either side of this panel's question: putting AI in front of customers, and owning it when something went wrong.
His argument is that AI is the best thing to happen to small marketing teams in a decade, as long as you know where the boundaries are. Some things AI is brilliant at, like turning a thousand customer reviews into something you can act on. Other things need to be deterministic, like who qualifies for the discount code, or what a product claim says. Knowing which is which is most of the job.
On the panel he'll share a practitioner's view of where the boundaries sit, how to work out which questions apply to your business, and when it's worth getting proper advice.
Sessions
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24-Sep-2026AI-Powered Marketing StageWho Signed That Off? Building AI Governance That Marketing Teams Can Actually Use – Panel
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