From Predictive to Generative: Rethinking Marketing in the Age of AI

Marketing has long embraced data-driven strategies—but the next leap lies in generative AI and the use of AI agents. This session explores how the industry is evolving toward intelligent, self-optimizing systems that enable real-time, hyper-personalized engagement at scale. Through a real-world use case, we’ll examine how AI agent architectures are reshaping decision-making in marketing and beyond. We’ll also discuss what it takes to embed AI not just in products, but across the enterprise—through culture, capability, and mindset. A session for technologists, marketers, and change leaders navigating the next frontier of intelligent engagement.