Real-world lessons in using Gen AI to drive performance, personalisation, and measurable outcomes.

This session brings together leaders who are embedding Gen AI into marketing execution. From campaign acceleration to new personalisation workflows, discover what it takes to move from pilot to performance.

• How leading brands are applying Gen AI to drive efficiency, creativity, and real-world outcomes
• Turning data into creative output – how AI is accelerating campaign development
• Personalisation at scale – where it’s working, and where the gaps remain
• How do you measure success? ROI frameworks for Gen AI in marketing
• Team integration – evolving roles, workflows, and decision-making across brand, performance, and digital
• Lessons from early pilots: what’s delivered impact, and what’s been overhyped?

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