Generative AI is rapidly transforming the marketing landscape - from hyper-personalized content creation to predictive customer insights and campaign optimization. But with so many possibilities, where should marketers begin? Abbas Arslan has seen this transformed unfold first-hand. He join us following his tenure as Senior Director of Marketing, North America for The Coca-Cola Company, where he delivered holistic and end-to-end brand restages and transformation strategies. This hands-on workshop is designed to help marketing professionals, strategists, and innovation leads identify high-impact, practical use cases for generative AI within their own organizations. Through real-world examples, collaborative exercises, and guided frameworks, participants will leave with a clear roadmap for integrating AI into their marketing strategies.

• AI Opportunity Mapping: Learn how to spot areas across the marketing funnel - awareness, engagement, conversion, and retention - where generative AI can drive measurable value.
• Use Case Deep Dives: Explore successful applications of generative AI in content generation, customer segmentation, brand voice development, and campaign testing.
• From Ideation to Implementation: Leave with a tailored action plan and toolkit to pilot your top generative AI use cases within your marketing team.

Abbas Arslan

Founder
AI CMO

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As enterprises move from experimentation to operationalization, a well-defined AI agent strategy becomes critical. During this interactive workshop, led by Andreas Welsch, best-selling author of the AI Leadership Handbook, unpacks how to align AI agent initiatives with business goals, set realistic expectations, and make informed decisions about build-vs-buy trade-offs.

• Mastering the art of building an AI agent for your business
• Define the business outcomes your AI agent strategy should drive and how to measure success.
• Establish realistic performance and adoption expectations across business units.
• Audit your current vendor capabilities and identify strategic gaps.

Andreas Welsch

Founder and Chief AI Strategist
Intelligence Briefing

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This hands-on executive workshop introduces a proprietary AI Maturity Model built on the 9-Step Framework for AI Product Creation - a framework for building AI products endorsed by leaders from Google, Meta, Microsoft, Stanford, Harvard, and MIT.

Executives will assess their organization’s AI readiness, benchmark current maturity, and identify the gaps preventing scale. The session walks through a systematic approach to developing AI capabilities - from business case and applied research to responsible, production-grade deployment.

Attendees will walk away with actionable tools, a strategic blueprint, and the clarity to move from fragmented pilots to lasting AI impact across the enterprise.

Shub Agarwal

Senior Vice President of Product Management, Data, Platforms and AI
U.S. Bank

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