AI-Powered Automation & Lifecycle Marketing

• How brands are using automation to create seamless customer experiences across acquisition, onboarding, engagement, retention, and advocacy
• Leveraging customer data and behavioural insights to deliver personalised lifecycle marketing that drives relevance, trust, and long-term engagement
• Using automation and AI to strengthen loyalty, reduce churn, and maximise customer lifetime value in an increasingly competitive landscape
• Measuring lifecycle marketing success through retention, loyalty, advocacy, and customer lifetime value metrics while balancing personalisation with consumer trust

• Explore how AI and autonomous systems are reshaping marketing strategy and customer engagement
• Understand the leadership implications for talent, organisation, and governance
• Examine how brands balance automation, personalisation, and trust at scale
• Discuss which executive metrics and outcomes matter most for AI investment
• Define what long-term success looks like in an AI-driven marketing landscape

The shift from campaign-based marketing to always-on, AI-driven lifecycle orchestration is redefining how brands engage customers. This panel explores how organisations design and operationalise connected, real-time journeys across channels, balancing automation, personalisation, and control at scale.

• The evolution from campaign-led execution to continuous, lifecycle-driven engagement
• How behaviour-triggered journeys enable more relevant, timely customer experiences
• Orchestrating cross-channel interactions across CRM, media, product, and commerce touchpoints
• The role of AI in optimising timing, messaging, and channel selection in real time
• Managing operational complexity: aligning teams, workflows, and technology
• Balancing automation with brand consistency, governance, and human oversight

What a stalled quote taught us about proof, peers, and AI that actually sticks.

When a stalled quote paused our flagship AI project, the budget was off the table from day one. The real question wasn’t how to fund it; it was what we needed to prove before we earned the right to scale.

This talk shares what happened next: how we rebuilt the project using tools we already owned, how a small group of trusted users became the strategy for organization-wide adoption, and how the proof-of-concept discipline ultimately reshaped what our AI project was actually worth.

Set inside IFF Taste, one of the world’s most specialized flavor businesses, this is a practical look at what it really takes to move AI from pilot excitement to sustained adoption across multi-disciplinary teams.

What the audience will take away

• A replicable POC discipline that proves value and reveals the true cost of an AI project before committing a budget.
• A peer-driven adoption model that builds organic trust faster and more durably than executive mandates.
• A clear perspective on how to design AI initiatives as process optimization; not technology showcases.

• Review where AI is delivering measurable impact across marketing strategy, execution, and performance
• Explore how real-time automation and decisioning enable faster, more relevant customer engagement
• Examine how AI accelerates creativity, experimentation, and campaign optimisation
• Understand how marketers balance speed, scale, and brand control
• Discuss how machine-driven marketing translates into sustainable competitive advantage