Kate Busby
Biography
A systems thinker and AI generalist for B2B and B2C brands, Kate has spent her career turning fractional CMO roles into full-throttle growth engines, doubling organic leads in six months, driving 40%+ YoY ARR growth, and building inbound machines that outpace category incumbents in under a year.
Her secret? She ships. Landing pages, campaigns, automated growth loops, prototyped herself, tested weekly, and killed fast if they don't move the needle. Using tools like Claude, Lovable and n8n, Kate replaces manual guesswork with AI-driven systems that scale.
She's brought this playbook to Adobe, the British Council, and a string of venture-backed startups, mentored along the way by growth leaders from Nike, Unilever, and Apple.
Expect a talk that's tactical, fast-paced, and unapologetically execution-first, for anyone ready to turn AI capabilities into revenue.
Session
- AI For BuildersSpeaker
Workshop 14 - Can AI Replace Your Buyer Interviews? Building Robust Synthetic Personas
Wednesday 23 September, 11:30 – 12:50Workshop Room BB2B market research has always been the industry's hardest nut to crack: small sample sizes, gatekept buyers, slow timelines, and insights that go stale before you can act on them. In this talk, Kate Busby breaks down how AI-generated synthetic personas are changing the equation, not as a shortcut, but as a rigorous, repeatable process. Kate walks through the full methodology: how to construct synthetic personas that actually reflect real buyer behavior, the data fidelity checks that separate a useful model from a hallucinated one, and the validation loops needed to trust the output enough to act on it. She'll share hard-won lessons from running this process against real B2B audiences, where it holds up, where it breaks, and how to know the difference. Attendees will leave with a practical framework for building synthetic personas that go beyond guesswork, giving growth and marketing teams faster, cheaper, and more reliable access to the qualitative insight B2B research has always struggled to deliver at scale.