Why Brands Exist in the AI Era:
Brand Principles Over Technological Speed

Session Overview

In an era where AI and data form the core infrastructure of marketing, brand competitiveness no longer comes simply from adopting more technology.

What matters now is not just “What can we do?” (Capability), but “Why do we do it?” (Purpose). This session explores how purpose-led brand principles become the foundation for stronger brand narratives, smarter choices of technology, and consistent execution across global markets.

Drawing from Paris Baguette’s real marketing journey, Yeonjeong will share how strategy rooted in the essence of the brand expanded into sub-brand development, global collaborations, and local market execution—offering a practical framework that brand leaders can apply immediately in the AI era.

• Brand Portfolio Strategy: Innovation through sub-brand expansion (Paranelle, Paribab, PB Fit)
• Immersive Marketing: Collaborations with pop culture IPs such as Wednesday and PSG
• Global Expansion: Partnership-led brand growth with PSG, Tottenham Hotspur, and LAFC

You’ll learn how AI can be used as a strategic tool—by defining direction first and selecting technology second—rather than simply following the speed of innovation. Ultimately, the session will leave you with the key questions brand leaders must ask in the AI era, and the enduring principles that keep a brand steady in any environment.

Speaker

Yeonjeong Kim

VP of Marketing

PARIS BAGUETTE (HQ)

Yeonjeong Kim leads global brand innovation at Paris Baguette, overseeing brand strategy, product portfolio, communications, digital marketing, and global partnerships.

She has driven the evolution of the brand by launching sub-lines such as Paranelle, Paribab, and PB Fit, and by collaborating with global partners including Netflix’s Wednesday, PSG, Tottenham Hotspur, and LAFC—accelerating Paris Baguette’s global expansion.

Since beginning her career in brand and PR planning in 1998, she has demonstrated global marketing leadership at Yahoo!, adidas, Microsoft, and Twitter, leading both B2B and consumer marketing initiatives. With hands-on experience in digital transformation and retail operations, she connects global brands with markets through strategy that is both principled and practical.