REGISTRATION & REFRESHMENTS

Welcome Remarks

[Opening Fireside Chat]

Agentic marketing: When AI starts changing how marketing gets done

• Exploring how AI agents could reshape everyday marketing operations
• Identifying which workflows are ready for automation, and which still need human control
• Reassessing what leaders must fix before agentic marketing scales across the business

[Case Study]

Pilot fatigue: Turning scattered AI experiments into real marketing transformation

• Redesigning marketing processes around clearer business outcomes
• Moving AI adoption beyond isolated tools and individual users
• Addressing why many pilots fail to change how marketing actually works

[Panel Discussion]

AI decisioning: Setting guardrails before automation acts on behalf of marketing

• Defining who owns the decision when AI recommends an action
• Setting boundaries before automated optimisation affects customers
• Assessing when human approval is still needed to protect brand control

[Lightning Talk]

Zero-click journeys: Building brand visibility when the website is no longer the first stop

• Exploring how AI search and answer-led discovery are changing the role of brand websites, and what marketers need to make visible before customers reach owned channels.

[Case Study]

Predictive engagement: Using AI to spot customer intent before it becomes obvious

• Identifying churn risk before customers disengage
• Spotting repeat purchase opportunities earlier
• Measuring how early indicators improve retention decisions

[Lightning Talk]

AI search readiness: Preparing brand and product information for machine-led discovery

• Exploring how structured data, product information, localised content, and digital authority can help brands become more visible in AI-led discovery.

[Case Study]

AI ROI: Proving marketing impact beyond productivity gains

• Defining what AI success should look like beyond speed and cost savings
• Measuring where AI improves customer value, conversion, and retention
• Assessing how marketers can link AI investment to commercial growth

[Fireside Chat]

Adaptive UX: Designing journeys that respond to intent

• Creating digital experiences that adjust to customer intent and behaviour
• Reducing friction across key conversion points
• Using journey data to improve engagement, relevance, and business outcomes

[Case Study]

Multi-agent marketing: Orchestrating AI systems without losing strategic control

• Mapping where AI agents can reduce manual handovers across the marketing workflow
• Identifying the risks when automated systems optimise in different directions
• Building clearer controls before multi-agent workflows scale across the business

[Lightning Talk]

AI-assisted discovery: Measuring how brands appear in answer engines

• Understanding how generative search is changing brand visibility, product accuracy, and customer discovery.

[Lightning Talk]

When platforms do the optimisation: Keeping control of AI-led media buying

• Exploring how marketers can set clearer objectives, signals, and guardrails so automated media buying supports business growth instead of chasing platform metrics.

[Case Study]

The AI operating gap: What slows marketing down after the tools are switched on

• Identifying where workflows still break once AI enters daily marketing work
• Reworking approvals and ownership before automation creates more confusion
• Assessing how leaders can turn AI capability into faster, better decisions

[Closing Panel Discussion]

Harnessing marketing talent and new capabilities 

• Identifying the skills marketers need as AI takes on more execution
• Reframing the marketer’s role around strategy and orchestration
• Building AI-ready teams without losing trust or business focus

LUCKY DRAW & END OF CONFERENCE