Speaking
I speak about what I have actually shipped: AI that moved brand and commercial outcomes in FMCG, pricing strategies that funded growth, and building brands where regulation forbids most of the marketing playbook. No futurology, no theatre.
Confirmed
AI-accelerated creative storytelling
Marcus Evans marketing conference · Dubai · October 2026
How AI compresses the distance between consumer insight and creative output, drawn from work that cut research from weeks to a day and asset production from weeks to days, without lowering the creative bar.
Speaker bio
Yawer Rasool is a global FMCG brand leader and AI-implementation specialist. He is Global Brand Director at Imperial Brands, leading a £670M brand across more than 15 markets, and previously held CMO-equivalent remits in the UK & Ireland and Sub-Saharan Africa across Imperial Brands and Reckitt. His AI work spans synthetic consumer research back-tested against real fieldwork, in-house AI content production and one of the earliest in-market answer-engine optimisation results. He holds an MBA from LUMS and speaks in plain commercial language: every claim backed by insight or hard data.
Topics
Each of these is built on work I have led, with the numbers to support it.
AI without the theatre
Where AI genuinely moves brand and commercial outcomes, synthetic research, creative evaluation, content operations, and how to tell a P&L result from a demo.
Pricing power beats brand building
Why pricing, revenue growth management and availability outperform conventional brand-building in low-involvement categories, and what to do about it on a real portfolio.
Marketing in dark markets
How to grow brands under plain packaging and advertising bans, drawn from leading JPS and blu across some of the most regulated markets in the world.
Synthetic consumer research
Digital twins and synthetic panels in practice: how to build them, how to back-test them against real fieldwork, and when not to trust them.
Book me
If one of these topics fits your event, get in touch. I keep talks specific, commercial and free of jargon.