Helen Bentley

Profile

Helen is a partner based in London, focused on digital strategy, innovation, and customer experience. She helps clients to design new business models, products, services, and communications that elevate customer/employee experience. She specialises in helping businesses transition from product-centric to service-led operations through digital innovation. Helen spent over a decade in Tokyo, supporting organisations through transformation and has won multiple awards for innovation and transformation. She has a BA and MA from Oxford University and is studying a PhD in the field of generative AI for communications design. Helen is also the partner sponsor of EY’s neurodiversity community, helping to drive inclusive design within the organisation

Synopsis

As artificial intelligence reshapes the business landscape, the role of human-centred design is undergoing a profound transformation. Helen Bentley, Partner in Digital Strategy, Innovation & Experience Design at EY, will explore how organisations must rethink the function of design to unlock the full potential of AI-powered transformation—particularly within Marketing and Communications.

Building on insights from her recent panel at the World Economic Forum Technology Retreat on AI, Creativity and Co-Creation, Helen will share her perspectives on the evolving relationship between machines and humans—between creators and audiences. She will delve into the practical applications of generative AI in revolutionising how organisations engage with customers, employees, and other businesses.

Drawing from her PhD research, Helen will also examine the shifting roles and responsibilities of marketers in this new era. She will offer actionable strategies for leaders to adapt design frameworks, methodologies, and mindsets—ensuring design remains a vital driver of relevance, impact, and innovation across the enterprise.