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