"The November edition of the MarTech Conference zeroed in on one unifying theme: how AI-driven agents and orchestration are redefining marketing's role, operations and impact. Over six panel discussions and one keynote presentation, marketing technologists, data scientists and agency leaders shared practical lessons on scaling from pilot to production, embedding AI across workflow, and aligning humans, data and machines to generate real business value."
"1. Data quality still determines AI success Session: How agentic AI is changing the future of marketing Speaker: Scott Brinker, editor, chiefmartec.com Brinker opened the day with a reminder that AI isn't magic - it's built on the foundation of clean, well-governed data. His point: Data readiness is far more critical than the AI tool itself. Without the right inputs, AI outputs will disappoint. This underpins everything else: Stack strategy, attribution, personalisation."
"2. AI empowers the individual - but demands new workflows Session: AI is your key to better market research and planning Speaker: Brian Madden, futurist, CitrixMadden described how his team uses AI to simulate competitor behavior and model "what if" markets. He said it's like turning one marketer into a whole research unit: "My AI partner now gives me three people's worth of insight in an afternoon." The implication: Marketing orgs must adapt their workflows, not just stack."
The conference focused on how AI-driven agents and orchestration are redefining marketing roles, operations, and impact. Panels and a keynote presented practical lessons for scaling AI from pilot to production and for embedding AI into workflows. High-quality, well-governed data was emphasized as the foundation for reliable AI outputs and for stack strategy, attribution, and personalization. AI was shown to amplify individual productivity while requiring redesigned workflows, governance, and organizational alignment. Speed and adaptability in campaign optimization were prioritized over perfection, enabling mid-flight pivots based on near-live signals. Aligning humans, data, and machines was presented as essential to generate measurable business value.
Read at MarTech
Unable to calculate read time
Collection
[
|
...
]