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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