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Mark Farbrace
Mark helps executives navigate the rapidly evolving world of Generative AI, bridging the gap between visionary technology adoption and practical, measurable business impact. As the leader of Accenture's Gen AI business across the UK, Ireland, and Africa, Mark works closely with CIOs, CDOs, and CEOs to orchestrate end-to-end transformations that go far beyond proof-of-concepts'empowering entire organisations to reimagine their operating models, workforce capabilities, and ways of working.
Mark is an optimistic realist when it comes to AI's potential: excited about the possibilities for accelerating innovation and customer experience yet grounded in the realities of the cultural and operational shifts required to achieve sustainable value.
Through a people-first lens, he shapes AI strategies that are supported by upskilling talent, evolving team structures, and fostering collaboration across the enterprise. Mark's track record spans multiple successful Gen AI deployments, from complex integrations to full-scale production solutions. One of his proudest collaborations has been with Vodafone, where he joined forces to leverage Gen AI and elevate the company's customer experience, delivering measurable improvements in service delivery and operational efficiency.
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11-Jun-2025Innovation StageCreating Trustworthy and Scalable Brand Experiences with Agentic AI