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Next week, Propeller will take to the stage at Tech Show London with two panel sessions exploring some of the most pressing challenges facing businesses as artificial intelligence becomes more embedded in everyday decision-making.
Taking place across Wednesday 4 March and Thursday 5 March in the Data & AI for Business theatre, the sessions will focus on gender bias, responsible innovation and the role of storytelling in shaping public and commercial trust in AI.
Why these conversations matter
As organisations move from experimentation to implementation, AI is no longer just a technology discussion. It is a leadership, culture and communications challenge.
From how systems are designed and governed, to how their impact is communicated to employees, customers and regulators, businesses are now operating in an environment where trust, transparency and accountability are central to long-term success.
Our sessions at Tech Show London will bring together experts from across technology, media, policy and communications to share practical perspectives on how companies can move forward with confidence.
Gender bias in AI: how to break the cycle
Wednesday 4 March | 11:10–11:35 | Data & AI for business theatre
Moderated by Alex Humphries-French, MADTech Practice Director at Propeller Group
This panel will explore how the lack of diversity in AI development teams is contributing to distorted outputs and reinforcing existing stereotypes. Research has shown that women remain under-represented in technical AI roles, and this imbalance is reflected in search results, data sets and automated decision-making.
The discussion will examine the scale of the issue and the broader impact on social norms, customer experience and commercial performance. Panellists will also share practical steps organisations can take to address the challenge, from inclusive hiring and early-career pathways to leadership accountability and cultural change.
Alex will be joined by:
• Niki Chana, Founding Global Board Member of The Women in Programmatic Network and Programmatic Strategy Director at SBS
• Tsitsi Matekaire, Global Lead, End Sexual Exploitation at Equality Now
• Priti Mhatre, Chief Product and AI Officer – Production at WPP Open
• Freddie Turner, WACL Exco Member and Managing Director at ChaliceAI
Together, the group will explore why inclusive AI is not just an ethical priority but a commercial one. Businesses that build systems reflecting the diversity of their audiences will be better placed to innovate, grow and earn trust.
The Jaws effect: how bad storytelling is feeding AI’s fear machine
Thursday 5 March | 10:45–11:10 | Data & AI for business theatre
Moderated by Hilary Gray, Associate Director, Group Operations at Propeller Group
Public perceptions of AI are being shaped by sensational headlines, cultural narratives and exaggerated risks. While these stories attract attention, they can also create fear, slow adoption and distract from solvable challenges such as bias, governance and transparency.
Drawing inspiration from the cultural impact of the film Jaws, this session will explore how storytelling has influenced attitudes towards technology and why better communication is critical to responsible AI adoption.
Hilary will be joined by:
• Serena Haththotuwa, Senior Reporter at FutureWeek
• Archie Cobb, AI Practice Lead at Sullivan & Stanley
• Mark Rodseth, CTO at MSQ DX
The panel will discuss how organisations can move beyond hype and fear to build balanced, informed and transparent communications. For PR, marketing and communications professionals, the discussion will offer practical guidance on how to create narratives that build confidence and clarity.
Join us at Tech Show London
Both sessions are designed for leaders working across technology, marketing, HR and communications who want to understand the wider impact of AI and how to navigate it effectively.
If you are attending Tech Show London, we hope you can join us. If not, we will be sharing key insights and takeaways following the event.