Discover how Avolta is leveraging generative AI to transform digital marketing across the traveller journey, from performance media to immersive, personalised brand engagement.

• Building a scalable Gen AI strategy within a global marketing centre of excellence
• Personalisation in motion: tailoring campaigns for a transient, global customer base
• Connecting performance and brand: using AI to power experiential commerce
• Navigating complexity across global markets, luxury brands and retail partners
• Key learnings from Gen AI pilots in a high-volume, high-velocity retail environment

Adam Walker

Global Digital Marketing COE Lead
Avolta

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• Performance data comparing AI vs. manual targeting in paid social campaigns
• How to adapt your creative strategy to drive growth
• Lessons on speed, cost, targeting, audiences, assumptions and campaign ROI
• What marketers need to consider to maximise performance on AI-driven ad platforms

Janis Thomas

Managing Director
Look Fabulous Forever

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What happens to measurement, attribution, and strategic spend when AI takes the wheel?

This session tackles the new economics of AI-powered marketing: shifting KPIs, evolving analytics models, and how to track value when the inputs — and outputs — are changing fast.

• How Large Language Models (LLMs) are reshaping attribution and marketing measurement
• Strategic spend: navigating a world where content is cheaper, but attention is scarcer
• The new ROI challenge: tracking incrementality in AI-augmented campaigns
• From SEO to SGE: how AI-led search evolution is disrupting traditional KPIs
• Can we futureproof AI marketing strategies without endless retraining and recalibration?

Juan Carlos Medina Serrano

Lead Data Analyst
Bolt

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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

David Granger

Director
Arc & Foundry

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Thomas Van Der Staaij

Marketing Campaign Leader
Amazon Web Services (AWS)

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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

Andrew Burrell

Head of Portfolio Marketing, Cloud and Network Services
Nokia

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Fiona Sherwood

Chief Marketing Officer & Founder, Marketmy.ai
Dasseti

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Stefan Marcus

Digital Media Marketing Manager
Bayer

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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

Aarti Samani

AI Deepfake Fraud Prevention Expert & CEO
Shreem Growth Partners

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Marketers 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.

Ben Lee

Head of Data & AI
Bidwells

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Gen 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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Akshita Gupta

Senior Manager Data Science & AI
BT

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How AI is reshaping brand visibility, selection, and conversion in digital commerce

As AI assistants increasingly influence purchasing decisions, responding to prompts like “buy me chocolate” or “order detergent”, the rules of brand selection are shifting. This session will explore how brands can ensure their products are chosen when generics are requested, and what it means for the future of digital shelves, algorithmic recommendations, and e-commerce strategy.

• The rise of AI intermediaries: what it means for brand equity
• Navigating brand preference in a world of generative prompts
• Redefining digital shelf strategy when the AI is the buyer
• Embedding AI across functions: from transformation teams to core commerce operations

Swagat Choudhury

Global Digital Commerce Director
Mars Wrigley

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• A real-world example of how an organisation scaled prompt engineering and Gen AI tool usage across multiple marketing functions
• How they trained different teams (content, media, ops) and built shared knowledge systems
• Common bottlenecks in adoption and how they were overcome
• How governance, approvals and version control were handled across regions

Paul Cardno

Global Digital Automation and Innovation Senior Manager
3M

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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

Elaine Mullan

Head of Marketing & Business Development
Corlytics

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Brooke Herron

Senior Level Growth Marketing Professional
Private

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Moving 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 & Founder
The Revenue Operations Playbook & How to Sell Tech

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