Who’s Really on Your Website? Navigating Risk and Opportunity in the Agentic Web

As  human and agentic customer journeys merge, the former paradigm of “blocking bad bots” simply doesn’t stand up anymore.  How can companies protect themselves from harmful automation while still supporting AI-assisted customer journeys?

In this fireside chat, Edwin Choi, Chief Customer Officer at CHEQ speaks candidly about the rapidly changing landscape of the agentic web.  Identifying the entity and intent of who’s engaging with your website becomes a critical moment of both risk and opportunity.

Houston, we have a problem—your AI is missing the “why” behind buyer decisions

Dani Talbot
Head of Marketing
Clozd

Revenue performance often looks stable … until it isn’t. In this session, we’ll draw on lessons from Apollo 13 to show how traditional revenue systems surface signals, not root causes. CMOs will learn how AI-powered feedback collection, analysis, and querying uncover the context behind buyer decisions—helping teams diagnose pipeline gaps earlier, identify hidden revenue risks, and drive smarter growth decisions.

Authority Has a New Algorithm: How AI Is Rewriting Brand Authority

AI hype is everywhere; real adoption is quieter. This session brings together an agency/platform CEO, client-side CMO and a B2B publisher to explore what’s actually working today. From AI powered media planning and smarter campaign decisions, to how enterprise marketing teams are using AI to work faster and more effectively, + how publishers are combining AI, data and authoritative content to help brands stay top of mind before and during the buying journey, including when prospects turn to AI tools to research their options

Each panelist brings a different perspective on how AI is changing marketing today. The conversation focuses on three areas: how AI tools and dedicated platforms can analyse vast amounts of media and audience data to make planning faster, smarter and more cost effective; how marketing teams are putting AI into practice to improve workflows, decisions and performance; and how publishers are using AI to surface stories and insights from large datasets, informing content strategies that build brand authority and visibility as buyers increasingly use AI to research their options.

Designed as a fast moving conversation rather than three separate pitches, the session brings these perspectives together to give attendees a practical picture of what AI enabled marketing looks like today.

The New Model for B2B Briefing

The untapped potential in B2B briefs: why B2Bs keep asking the wrong questions in their RFPs—and the new model for B2B briefing. Drawing on research with 426 senior marketers, Ledger Bennett and StackAdapt reveal where current approaches fall short across planning, omnichannel execution, measurement and AI. Discover four practical frameworks to create stronger briefs, align teams, evaluate performance and make AI decisions with confidence.

B2B marketers have access to more channels, data and technology than ever—but many briefs still rely on fragmented processes and outdated assumptions. The result is a gap between what teams set out to achieve and what they can effectively evaluate.

Based on research with 426 senior marketers, this session explores how B2Bs can rethink the way they define challenges, collaborate with partners and assess results. Ledger Bennett and StackAdapt will unpack the most common weaknesses in today’s briefing and RFP processes, from disconnected channel planning to unclear measurement and inconsistent approaches to AI.

The session introduces four practical frameworks designed to make B2B marketing more focused, joined-up and accountable. Attendees will gain a clear structure for turning better questions into better briefs—and better business outcomes.

Why In-Person Experiences Are B2B’s Competitive Advantage

Salesforce and Sparks will explore why in person experiences have become one of the most powerful ways to accelerate relationships and drive business growth. From measuring the commercial impact of live experiences to designing events that audiences actively choose to attend, they’ll show why the future of B2B marketing is creating more meaningful human connections.

The AI-Native Marketing Organization: How AI Is Reshaping the Way Brands Grow

AI’s biggest opportunity goes far beyond tools. This session explores how Power Digital and innovative brands are building AI-native organizations through shared knowledge, AI agents, and always-on workflows that surface opportunities, monitor performance, and accelerate decision-making. Attendees will learn how AI can empower marketing teams to move faster, make smarter decisions, continuously improve, and walk away with practical frameworks for integrating AI across their organization.

The conversation around AI has largely focused on tools. The real opportunity is much bigger. This session covers how leaders at Power Digital and innovative brands are approaching the next generation of marketing, from building organizational knowledge and deploying AI agents to creating always-on workflows that surface opportunities, monitor performance, and accelerate strategic decision-making. Rather than replacing marketers, AI is enabling teams to make better decisions, respond faster to change, and continuously improve through every campaign, customer interaction, and business outcome. Attendees leave with practical frameworks for building an AI-native organization.

Brand Voice vs. AI Voice: Teaching Machines to Sound Like You

Every brand is using AI to write copy now, but most AI-generated content sounds the same. This panel explores how to train AI tools to actually capture brand voice, tone, and personality – and whether that’s even possible, or if we’re homogenizing marketing language.

AW Lunch Club: Proving It Worked: Incrementality as the New Measurement Standard

Vinny Rinaldi
Vice President, Client Strategy and Growth
The Trade Desk

Over a sit-down lunch, this panel explores why leading brands are shifting from attribution to incrementality as their measurement standard. As consumer journeys fragment across channels and devices, attribution overcredits last-touch conversions while undervaluing the media that builds demand, making cheap reach look efficient even when it is not. Panelists discuss aligning teams around business outcomes and building the executive confidence to invest in what truly drives growth.

Across the industry, attribution has served as the primary lens through which marketers evaluated media performance. Yet as consumer journeys become increasingly fragmented across channels, devices, and environments, traditional attribution models are giving too much credit to the touchpoints closest to conversion, while undervaluing all the media that collaborates to create demand. The result is a measurement culture that can make cheap reach look efficient, even when it fails to drive meaningful business impact.

Over a sit-down lunch, this panel explores why leading brands are increasingly embracing incrementality as a strategic decision-making framework, moving beyond surface-level efficiency metrics. Walk away with an understanding of how organizations are evolving measurement practices, aligning teams around business outcomes rather than channel-specific KPIs, and building the executive confidence needed to make investment decisions based on what media is truly driving growth.

From Targeting to Decisioning: The New Intelligence Behind Advertising

Advertising has spent years getting better at finding people. The next era is about making better decisions about audiences. As attention fragments and traditional signals lose relevance, AI is reshaping how marketers understand what audiences care about and where to engage them. This session explores the rise of audience decisioning, connecting planning, activation and measurement across CTV, digital video and the wider media ecosystem to drive better outcomes without relying on individual identities.

Marketers now have more channels, data and technology at their disposal than ever, yet making the right media decisions is becoming harder. This conversation will examine what changes when AI becomes part of the decision layer: how marketers can turn audience interests into actionable intelligence, connect decisions across an increasingly fragmented media landscape, and balance automation with transparency and control. The discussion will also explore what this shift means for the future of targeting, the role of CTV within a broader multi-channel strategy, and how brands can build relevance and performance in a world moving beyond traditional identifiers.

The Agentic Agency: How Goodway Group Safely Scales Cross-Channel Advertising

This session traces the deliberate path that the Goodway Group took to build an agentic automation strategy. Learn how they automated multi-channel campaigns by eliminating keystrokes and manual processes, all while applying a disciplined buy-versus-build standard and building the governance model that keeps automated execution safe across a complex, multi-location client base.

In an industry rapidly embracing AI, it’s easy to overlook key risks and the factors that really determine success: rigorous cost-benefit analysis, change management, governance and human oversight. Meanwhile, the operational reality of cross-channel advertising remains: every walled garden and DSP has its own logic, and connecting media planning, activation, and governance across all of them at scale is where most approaches break.