Agentic AI & Hyper-Personalisation

• How agentic AI is transforming brand strategy from a periodic planning exercise into a continuous, real-time learning discipline, enabling brands to sharpen positioning and adapt with greater speed and precision
• What it means for brand identity, tone and creative direction when autonomous agents are representing your brand, generating content and influencing customer decisions on your behalf
• How brand leaders build the governance models, creative guardrails and decision frameworks that keep AI-driven experiences on-brand, differentiated and strategically aligned
• What AI-enabled brand building looks like by 2028, and how leaders balance agentic autonomy with human judgment, creativity and brand stewardship to drive long-term growth

• Explore how agentic AI moves beyond traditional automation into real-time perception, planning, and autonomous action across the customer journey
• Understand how agentic AI reshapes marketing teams- from collapsing manual workflows to redefining roles, skillsets, and human-in-the-loop decisioning
• Examine the measurable impact on efficiency, ROI, and performance as decisions and optimisation cycles become continuous and self-directed
• Identify the tools, platforms, and oversight models required to safely integrate autonomous decisioning into marketing practice

What if you could improve your creative before you even spent a single dollar on media? Join Dr. Thomas Zoëga Ramsøy to see for yourself how AI agents work together to first PREDICT attention, emotion, comprehension, and memory; then DIAGNOSE what drives or kills performance; and lastly TRANSFORM those insights into sharper, more impactful creatives. All before your campaign goes live. The bottom line: faster production cycles, higher predicted ROI, and smarter human-in-the-loop decision-making. If you care about predictive personalization, autonomous workflows and creative performance at scale – this is just the right session for you.

The digital landscape is evolving at warp speed. Are you keeping pace, or falling behind? Don’t get lost in the hype. This exclusive session cuts through the noise to reveal the *unfiltered truth* about how AI is fundamentally reshaping how companies build, and customers consume digital experiences. Michiel Dorjee, Director of Digital Experience at Optimizely, will share his firsthand insights and experiences leveraging AI within Optimizely to drive impactful customer journeys. Discover the game-changing strategies that top companies are *already* deploying to scale optimization, make smarter decisions, and achieve rapid iteration. This isn’t theoretical; it’s a blueprint for *immediate competitive advantage*. Learn how to build high-impact digital experiences that connect every touchpoint directly to *unprecedented business outcomes*. Miss this, and you risk being outmaneuvered in the race for digital dominance.

• Explore how marketers act as guides, prompt-creators, and overseers of AI-driven campaigns
• Understand frameworks for balancing automation with human judgment to maintain brand nuance and relevance
• Examine real-world examples where human-in-the-loop approaches improve outcomes, reduce risk, and enhance customer experience
• Learn how teams can upskill and adapt workflows to thrive alongside autonomous AI systems

AI is no longer an experiment. The advantage is no longer access to tools, it’s how you redesign your operating model around them. In this session, Mario Dughi shares how Unilever Home Care built Sketch Pro, a global in-house AI design studio engineered to combine machine speed with human cultural judgment. The result: brands that move at the speed of culture, elevate aesthetics, create desire, and drive measurable impact. This isn’t about replacing creativity but about augmenting it and building the systems that make it scale.

• How anticipatory and agentic AI delivers personalisation before the user signals
• The role of multi-modal, multi-agent systems in shaping dynamic content and journeys
• Privacy-first personalisation: doing more with fewer identifiers
• What teams need to future-proof skills, workflows and tech for this next shift?

As AI evolves from a productivity tool into an active collaborator, Marketing has a unique opportunity to move beyond campaign execution and become a strategic driver of customer engagement, commercial growth, and enterprise-wide transformation. This session explores how marketing leaders can prepare their organizations for the next era of AI, where strategic foresight, human judgment, and cross-functional orchestration become the true sources of competitive advantage.

• • Explore how Agentic AI is transforming Marketing from a campaign execution function into a strategic driver of customer engagement, commercial growth, and enterprise-wide GTM transformation.
  • Understand how Marketing leadership, organizational design, operating models, and GTM capabilities must evolve as AI becomes an active collaborator across Marketing, Product Development, Sales, and Customer Success.
  • Examine how Agent-to-Agent (A2A) interactions and AI-mediated buying journeys will redefine customer engagement, sales enablement, customer decision-making, and commercial execution.
  • Discover why strategic marketing, category creation, GTM leadership, and strategic foresight become even more critical in an AI-first world where execution is increasingly automated and technology progressively commoditized.
  • Define the characteristics of AI-ready marketing organizations that successfully balance human judgment, AI autonomy, customer trust, and sustainable business growth while building the strategic capabilities required to remain competitive