Rewiring The Marketing Engine:
Moving Gen AI From Pilots to Performance

24 - 26 November, 2025 | Hilton Syon Park, London, UK

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Julia Maguire

Digital Marketing Director Optimizely

Generative AI for Marketing Summit 2025: Tuesday, 25 November 2025

2:00 PM How to Prioritise When Anything’s Possible: Discovering High-Impact AI Agent Use Cases for Marketing

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

Check out the incredible speaker line-up to see who will be joining Julia.

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