"Cespedes, svp and general manager of the brand, which is part of the Bel Group, explained she came to Possible to pick up insights from fellow attendees and speakers on how other companies are using generative AI in concrete ways that deliver results for marketers."
"Stiles, the global CEO of Kepler, said the prevailing thinking within her agency is to move fast with AI - as Kepler works to show it's become a full-funnel agency rather than just performance-oriented."
"Ad-tech firm Clinch's co-founder Etzioni likened the massive amount of creative and media assets marketers and agencies must handle and traffic today to a rope bridge whose supports are fraying. He explained Clinch is looking to solve those issues before the bridge collapses."
Possible 2026, held in Miami Beach, announced plans for a European expansion with a conference in Lisbon scheduled for October 2027, to be held outside a convention center. The event attracted 7,500 attendees including brand leaders, agency executives, and ad-tech innovators. Key discussions centered on generative AI's role in marketing, with attendees seeking concrete examples of AI implementation delivering measurable results. Agencies are prioritizing rapid AI adoption to demonstrate full-funnel capabilities, while ad-tech companies address challenges in managing vast creative and media assets. Conference organizers emphasized that AI has become fundamental infrastructure in marketing and content creation, with careful attention paid to maintaining appropriate ratios between marketers and vendors.
#possible-conference-2027 #generative-ai-in-marketing #marketing-technology #agency-strategy #european-expansion
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