Designing Trust: How Legacy Brands Win in an Age of AI, Anxiety and Algorithmic Culture

As technology outpaces society’s ability to adapt, trust has become one of the world’s most fragile and valuable currencies. From AI-driven finance to TikTok-shaped culture, brands must now be transparent, emotionally intelligent and culturally relevant. Wolff Olins CEO Sairah Ashman will be joined by a Suresh Balaji, CMO at Lloyds Bank, to unpack how design can restore confidence amid declining institutional trust, discussing behavioural design, the impact of AI and new interfaces on expectations, how legacy brands can reinvent without losing themselves, and how design can humanise financial services. The session offers leaders a blueprint for staying credible and empathetic.