Rewiring The Marketing Engine:
Moving Gen AI From Pilots to Performance
24 - 26 November, 2025
| Hilton Syon Park, London, UK
Generative AI for Marketing Summit 2025: Tuesday, 25 November 2025
Generative AI for Marketing 2025 Day One: Tuesday, 25 November 2025
8:50 am - 9:00 am
Chair's Opening Remarks
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8:00 am - 9:00 am
Registration & Pastries
9:00 am - 9:30 am
Keynote Presentation: From Data to Impact: Unlocking the Power of Gen AI and Agentic AI in Media & Marketing
Sunando Das -
Global Head of Predictive Analytics,
Unilever
This session explores how to drive real value from Gen AI and agentic AI in media and marketing - connecting fragmented data, embedding advanced analytics, and moving beyond productivity gains to long-term strategic impact in fast-moving consumer goods (FMCG) environments.
- Learn how to drive business value from AI by aligning Gen AI and agentic AI with key marketing and business objectives
- Explore applications that not only deliver efficiency and productivity, but also enable catalytic new use cases to drive value in media and marketing
- Understand how applications span the value chain – from meaningful integration of data sources to advanced analytics that enable business outcomes and real-time predictive insights
9:30 am - 10:00 am
Panel Discussion: From Insight to Impact – Driving Performance, Creativity & ROI in the Gen AI Era
Lottie Hippisley -
Brand Marketing Manager, Print & Partnerships,
Ocado Retail Ltd.
Dr. Juan Carlos Medina Serrano - Staff Data Scientist, Google
Adam Mills - Head of Insight, Loyalty & Strategy, The Wine Society
How marketers are turning Gen AI ambition into measurable business outcomes
As Gen AI becomes woven into marketing operations, the challenge has shifted from experimentation to execution — and from efficiency to effectiveness. This session explores how marketing and data leaders are collaborating to turn insight into impact: building intelligent workflows, aligning creative and analytical teams, and redefining how success is measured in an AI-driven world.
Key discussion themes:
• How organisations are applying Gen AI to drive creativity, performance, and personalisation at scale
• Turning data into creative output — how AI is accelerating campaign development, testing, and optimisation
• The new ROI challenge — evolving metrics, attribution models, and incrementality in AI-augmented marketing
• Strategic spend in the age of automation — when content creation is cheaper but attention is scarcer
• Futureproofing AI marketing strategies — balancing retraining, model accuracy, and business impact
• Lessons from early pilots — what’s delivered real results, and what’s been overhyped
10:00 am - 10:30 am
KEYNOTE PRESENTATION: Trust at Scale: Why Enterprises Need AI Content Guardian Agents AI creates content, but what perfects it?
Matt Blumberg -
CEO,
Markup AI
Large language models are powerful content generators, but they lack awareness of your brand, policies, and legal obligations. This flood of unmonitored content introduces serious vulnerabilities, from brand-damaging inconsistencies and off-message communications to costly regulatory violations. Manual content review can’t keep up, and building in-house oversight is complex and costly. To confidently operationalise AI into action across functions like marketing, companies need a new layer of defence: Independent AI guardian agents.
This session will explore how guardian agents — defined by Gartner as AI technologies that oversee, enforce, and correct AI behaviours — unlock safe, scalable use of generative content across the enterprise. Think of them as a strategic control layer that operates between your LLMs and your audience,
ensuring every piece of content is aligned with your precise standards. Drawing from our pioneering work with leading AI innovators like Microsoft, Meta, and Adobe, and insights gathered from over 100 enterprise content leaders, we’ll demonstrate how these systems complement rather than replace LLMs. The result? Output that ensures AI isn’t just fast and fluent, but trustworthy.
Attendees will walk away with a strategic blueprint for deploying Content Guardian Agents across their organisations. We’ll share lessons from early adopters and outline the key technical and organizational considerations for moving from pilot to scale to give you confidence to lead your organisation into the next phase of enterprise AI.
10:30 am - 11:00 am
Fireside Chat: Reimagining Customer Trust and ROI – Gen AI in Regulated Industries: How financial services marketers are driving personalisation, performance, and productivity, while staying compliant
Hazem El Taha -
Global Head of MarTech,
HSBC.
As Gen AI reshapes the marketing landscape, financial institutions are exploring how to responsibly unlock its potential for customer intelligence, campaign automation, and omnichannel personalisation, but balancing innovation with regulation, brand risk, and customer trust remains complex.
This panel explores:
- Practical Gen AI applications in marketing and customer engagement within regulated environments
- Governance, explainability, and risk management: What’s different for FS&I?
- Building customer-centric AI journeys that drive loyalty, satisfaction, and lifetime value
- From productivity gains to strategic advantage: Where Gen AI delivers ROI
- Preparing marketing teams for AI transformation in data-sensitive sectors
11:00 am - 11:30 am
COFFEE BREAK
11:30 am - 12:00 pm
Panel Debate: Creative Automation at Scale – From Brief to Output
David Granger -
Director,
Arc & Foundry
Thomas Van Der Staaij - Senior Global Campaign Lead, Amazon Web Services (AWS)
Bukola Odunaiya - Senior Partner Marketing, Expedia UK
How to scale creative production with Gen AI without sacrificing brand identity or quality.
From high-volume content to brand consistency, this panel unpacks the reality of AI-powered creative workflows — where they shine, where they stumble, and what marketers are learning as they adapt.
- How marketers are scaling content production with Gen AI—without sacrificing quality or brand voice
- Examples of how briefs are changing in an AI-enabled workflow
- When to use AI for content ideation, generation, or refinement—and when not to
- Managing collaboration between human creatives and AI tools
12:00 pm - 12:30 pm
Harnessing Agentic AI for Marketing Innovation: The Future of Written Content
Darragh Fitzpatrick -
Regional Vice President, EMEA Sales,
Writer
Swagat Choudhury - Global Digital Commerce Director - Perfect Digital Store, Mars Wrigley
In this fireside chat with Mars, we'll share our collective expertise on how to harness the power of agentic AI to drive marketing innovation. As written content becomes increasingly crucial due to the evolving landscape of SEO and the rise of Generative Search, we'll explore how to leverage AI effectively. Our discussion will cover:
• How agentic AI can enhance marketing capabilities through more efficient and targeted content creation at scale
• The benefits and challenges of implementing AI tools within large organisations, focusing on compliance and enterprise readiness
• Key takeaways for marketers looking to harness the potential of agentic AI and how to get started
We'll share our insights on how AI is transforming the marketing landscape, with a particular emphasis on the growing importance of written content and the need for compliant AI solutions. Our goal is to provide actionable advice for organisations looking to innovate and thrive in this new landscape.
12:30 pm - 1:00 pm
Guardians of Trust: How Marketers Can Protect Brands and Executives in the Age of Deepfakes
Aarti Samani -
AI Deepfake Fraud Prevention Expert & CEO,
Shreem Growth Partners
As Generative AI enables hyper-realistic deepfakes and AI-driven impersonation, marketers are increasingly on the frontlines of a new kind of reputational risk. From executive voice cloning to fake job candidates and manipulated brand assets, bad actors are exploiting digital trust like never before.
In this session, participants will explore how marketing teams can develop strategic, human-centric defences to protect executive identities, customer relationships, and organisational credibility.
Key Themes Include:
• Brand and executive identity protection strategies
• Real examples of AI-enabled fraud and impersonation
• How marketers can train teams and build internal resilience
• The role of human awareness alongside technological safeguards
1:00 pm - 2:00 pm
Networking Lunch
Stream A – Optimise: Performance, Analytics & ROI
2:00 pm - 2:30 pm No Process, No Progress: Why AI Results Depend on Mapping the Work First: Unlocking marketing impact through business-aligned AI adoption Ben Lee - Head of Data & AI, BidwellsMarketers are under increasing pressure to deliver real ROI from AI - but many are discovering that the technology alone isn’t enough. Without reimagining workflows and aligning tools with business priorities, AI can’t reach its full potential. Drawing from real-world experience in professional services, this session explores how to bridge the gap between AI adoption and business impact.
- Why successful AI implementation in marketing starts with mapping key processes - from content workflows to campaign approvals.
- How to avoid the trap of chasing shiny tools without fixing the underlying work.
- What it takes to align marketing, data, and business teams to reimagine how marketing gets done.
- What KPIs will define successful Gen AI implementation in 2025 and how to prepare your team now.
Stream A – Optimise: Performance, Analytics & ROI
2:30 pm - 3:00 pm From Pilot to Practice: Making Gen AI Work in Real Marketing Teams Akshita Gupta - Senior Manager Data Science and AI, BramblesGen AI is no longer a futuristic ambition - it’s a live experiment inside most marketing teams. But turning that experiment into a repeatable, scalable practice requires more than enthusiasm. This session dives into the real decision-making behind Gen AI integration: which use cases to prioritise, how to operationalise them, and how to build the infrastructure, teams, and trust needed to deliver long-term impact, whilst avoiding the common pitfalls that stall progress.
- Choosing the right use cases: what “low-hanging fruit” actually means in practice
- Scaling beyond pilots: how to build systems that support repeatable success
- Data and infrastructure: setting realistic expectations for what’s needed
- Building AI-ready teams: new roles, evolving skill sets, and cross-functional collaboration
- Governance and brand safety: putting ethical guardrails in place early
- Measuring ROI: balancing speed, experimentation, and long-term value
- Future-readiness: when (and when not) to adopt more advanced agentic systems
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Stream A – Optimise: Performance, Analytics & ROI
3:00 pm - 3:30 pm Winning in Digital Commerce with AI Swagat Choudhury - Global Digital Commerce Director - Perfect Digital Store, Mars WrigleyHow AI is reshaping brand visibility, selection, and conversion in digital commerce.
AI is redefining how consumers search, shop, and connect with brands. Digital commerce leaders now face the dual challenge of setting long-term strategy while deploying tools that deliver measurable results today.
Discussion points:
• Digital commerce as the new frontline of customer experience
• Where AI creates competitive advantage – from personalisation to optimisation
• The future of commerce with conversational AI and emerging shopping experiences
Stream B – Create: Content, Brand & Team Execution
2:00 pm - 2:30 pm How to Prioritise When Anything’s Possible: Discovering High-Impact AI Agent Use Cases for Marketing Julia Maguire - Digital Marketing Director, Optimizely
Most AI initiatives are failing to deliver real business value - not because the technology isn’t ready, but because the work isn’t. As organisations rush to automate inefficient workflows, this session explores how to identify where AI can truly move the needle so you can focus on the work you know you should be doing but don’t have time for today.
We’ll share our framework for running agent discovery workshops that uncover high-impact (and often hidden!) opportunities across campaign planning, content operations, and analytics helping teams identify the problems worth solving before investing in automation.
You’ll also see real agent use cases that have delivered meaningful impact within our own marketing team, and we’ll share what we’ve learned so you can get started and apply the same principles in your organisation. Key takeaways:
• A framework for discovering AI use cases in your organisation
• Real agent examples and a take-home template for running your own discovery workshop
• A clear framework to showcase your AI progress and demonstrate value to your execs
Stream B – Create: Content, Brand & Team Execution
2:30 pm - 3:00 pm Panel Discussion: Experience Isn’t Redundant – Reframing Age, Gender & Leadership in the Age of AI Elaine Mullan - Head of Marketing & Business Development, CorlyticsBrooke Herron - Fractional Growth Marketer, Private
Inclusion in the AI era means more than just access to tools — it means visibility, voice, and value.
This cross-generational conversation explores how age and gender bias are playing out in AI-led transformation, and what it really takes to create inclusive leadership opportunities across marketing.
- Are mid-career women being quietly excluded from AI-driven marketing transformation?
- The myth of the ‘digital native’: who’s really equipped to lead in an AI-powered era?
- What ageism and gender bias look like in practice and how to call it out
- The value of lived experience: why leadership can’t be replaced by prompts
- How allies, advocates and organisational culture can drive inclusive change
Stream B – Create: Content, Brand & Team Execution
3:00 pm - 3:30 pm AI as Your Marketing Mentor: Transforming Strategy, Talent & Agency Relationships Charlie Cowan - AI Change Management, Author & Founder, The Revenue Operations Playbook & How to Sell TechMoving beyond AI-generated content to reshape how marketing teams learn, evolve, and deliver
This session reveals how AI is becoming the ultimate marketing mentor - not just creating content, but guiding your strategy, developing talent, and transforming partnerships. Using live examples we'll explore how forward-thinking CMOs are using AI as a coach to transform talent acquisition, turning industry experts into on demand guides, reinventing agency relationships, and facilitating marketing strategy development that human teams alone would miss.
Key takeaways:
- Talent Development: Using AI as a personalised coach to identify skill gaps, create customised learning paths, role play 121s with direct reports
- Agency Partnerships: Frameworks for evaluating agency AI capabilities, establishing collaborative coaching workflows, and developing hybrid human-AI creative processes
- Strategy Coaching: How to use AI-facilitated workshops to break groupthink, challenge assumptions, and mentor teams toward more innovative marketing strategies
- Practical Implementation: Live examples to help you implement these ideas with existing tools and minimal disruption
Charlie Cowan
AI Change Management, Author & FounderThe Revenue Operations Playbook & How to Sell Tech
3:30 pm - 4:00 pm
Afternoon Coffee & Networking
4:00 pm - 4:30 pm
Panel Discussion: Balancing Brand & Performance in the Age of AI
Stefanie Dolpp -
Head of Digital Marketing,
Oliver Wyman AG
Ben Lee - Head of Data & AI, Bidwells
Eliza Iatesen - Marketing Director - Cloud, THG Ingenuity
Can you automate for scale and still protect brand identity, tone, and trust?
This session explores how marketers are walking the tightrope between brand control and AI-driven efficiency — with lessons on creative governance, messaging guardrails, and long-term brand equity.
- Managing brand risk when utilising Gen AI
- Navigating the tension between performance-driven automation and long-term brand building
- Ensuring brand consistency across AI-generated creative, messaging, and customer touchpoints
- Guardrails and governance: how leading brands are managing risk in AI-generated content
- Case examples of when Gen AI supports brand equity and when it damages it
- Frameworks for aligning creative strategy, brand voice, and AI tools across teams
4:30 pm - 5:00 pm
Panel Discussion: Culture Shift – Building AI-Confident Teams Without Losing the Human Touch
Andrew Burrell -
Head of Portfolio Marketing, Cloud and Network Services,
Nokia
Fiona Sherwood - Chief Marketing Officer & Founder, Marketmy.ai, Dasseti
Melanie Moeller - Chief AI Officer & Advisor, GenFutures Lab
Beyond tools and tech: how to lead teams through real behavioural and cultural transformation.
The biggest AI adoption hurdles are human, not technical. This session explores how to build inclusive, psychologically safe environments where marketing teams feel empowered to experiment, adapt, and grow.
- Navigating fear, uncertainty, and skill gaps: how to bring your team with you
- Creating a culture of experimentation, not perfection
- Balancing automation with creativity: where humans still matter most
- Inclusive leadership in the AI age: avoiding ageism, bias, and burnout
- What real upskilling looks like and how to do it without overwhelming people
5:00 pm - 6:00 pm
Networking Roundtable Discussion Sessions
Femke Lampre Braun -
General Manager & Head of Marketing,
Groei & Bloei
Natalia Loza - Founder, Connected Ventures
Ambra Cosentino - AI Product Marketing Leader & Programme Manager, Google Accelerator
Victoria Rusnac - Fractional CMO & AI Instructor, Applied AI Academy
Networking Roundtable Discussion Sessions
Where ideas flow as freely as the drinks.
Wind down after a packed day with relaxed, topic-led discussion roundtables designed to blend learning and networking. These sessions are a chance to explore big questions in a low-pressure setting, connect with peers facing similar challenges, and trade ideas in an informal, drinks-in-hand atmosphere.
Each table will focus on a specific theme – focused on a mix of topical, strategic & practical execution questions - and will be lightly moderated to encourage free-flowing, participant-led conversation. No presentations. No slides. Just marketers talking shop.
Enjoy a relaxing drink with your fellow delegates, whilst choosing the roundtable topics that interest you the most.
GROUP 1: From Roadmap to Reality – Avoiding the Pitfalls of Gen AI Implementation
Why some pilots stall and how to move from test phase to real impact. Lessons in scaling responsibly.
Keynote Speaker: Natalia Loza, Founder, Connected Ventures
GROUP 2: Making AI Work Harder – Measuring What Matters in the Age of Automation
As AI rewrites our marketing playbooks, which metrics still matter? Share frameworks and lessons for tracking real performance, creativity, and ROI across campaigns
GROUP 3: The Human–Machine Mix – Building AI-Ready Teams, Culture & Capability
What does an AI-ready marketing organisation really look like? Discuss emerging roles, upskilling priorities, and how to balance automation with human creativity.
GROUP 4: Breaking the Mould – Overcoming Resistance to AI in Traditional Marketing Cultures
Driving change in legacy organisations – without losing your people or your momentum.
Moderator: Femke Lampre Braun, General Manager & Head of Marketing, Groei & Bloei
GROUP 5: Experimentation to Execution – Designing Campaigns That Learn as They Go
How can marketers build experimentation into everyday execution? Explore safe testing environments, creative iteration, and real-time optimisation powered by Gen AI.
GROUP 6: Data, Privacy & Personalisation – Where Do We Draw the Line?
Striking the balance between data-driven personalisation and consumer trust. What does responsible targeting look like as regulation, ethics, and customer expectations evolve?
