Conference Agenda

Located on 9th floor

WELCOME REMARKS

Michael Donnelly

Executive Vice President - AI, MarTech, and Marketing Futures ANA

IDENTIFYING HIGH-POTENTIAL USE CASES THAT ACCELERATE YOUR MARKETING AI IMPACT

To access materials that will be used during this training, please click here and here to download both forms. 

Greg Verdino

Founder CognitivePath

CRAWL, WALK, RUN, FLY! NAVIGATING YOUR AI JOURNEY

Over the last 2 years, Claritas has been on a journey to fully embrace and infuse AI into our technology and products. This led to a multi-million-dollar investment that included the acquisition of startup ArtsAI as well as key hires like Rex Briggs as Chief AI Officer and Don Sklenka as SVP. Join Don and CRO Jay Stockwell as they share what we learned, and how it can accelerate and inform your own AI journey.

We will quickly review some fundamentals that help you understand where you are in terms of AI maturity, demystify some common misconceptions and provide a useful framework for determining priorities, with real examples of how AI can drive marketplace results fast.

Jay Stockwell

CRO Claritas

AI-DRIVEN CREATIVE: ENHANCING BRAND STORYTELLING AND ENGAGEMENT

In this session, we will explore how artificial intelligence is transforming the way brands tell their stories and engage with their audiences creatively. We will discuss how generative AI technology can be leveraged to build compelling creatives that are brand safe and enhance customer engagement. Attendees will learn about practical applications of AI-driven creative in marketing and see how Amazon Ads is helping advertisers of all sizes quickly and efficiently develop high-quality, ready-to-launch ads using generative AI.

Please note this session will not be available for on-demand viewing and must be watched live. 

Guy Friedel

Head of Creative Building Amazon Ads

CLOSING REMARKS

Michael Donnelly

Executive Vice President - AI, MarTech, and Marketing Futures ANA

DINNER ON YOUR OWN

REGISTRATION OPEN

BREAKFAST SESSION: STRATEGIC MARKETING IN THE AGE OF AI AND PRIVACY

Patti Boyle, CMO at Dstillery, invites marketers to delve into the dynamic world of digital advertising amidst evolving user privacy concerns and the retirement of cookies. Join us as we explore:

• How leveraging AI empowers marketers to do more with less data
• How AI can boost brand growth while respecting user privacy
• How to reimagine ad targeting today, without cookies

Don’t miss this breakfast session to discover the future of effective marketing strategies in a cookieless world.

Patti Boyle

Chief Marketing Officer Dstillery

SPONSOR OPENING REMARKS

Ericka Podesta McCoy

CMO Resonate

A BRIEF LOOK AT THE STATE OF OUR INDUSTRY AND AI’S EMERGING ROLE WITHIN IT

Bob Liodice

CEO ANA

OPENING REMARKS AND HOUSEKEEPING

Michael Donnelly

Executive Vice President - AI, MarTech, and Marketing Futures ANA

PERSONALIZED: CUSTOMER STRATEGY IN THE AGE OF AI

In a world where consumers expect more—instantly, seamlessly, and the way they want it—personalization is now a strategic imperative.

Join Jon Francis, Chief Data & Analytics Officer at General Motors and Mark Abraham, Senior Partner and global leader of BCG’s Personalization business, as they share their latest thinking on the topic. You will learn about the latest research that shows how the most innovative companies are setting a new bar for what personalization means and thereby driving superior growth and customer satisfaction. The speakers will bring to life practical insights from their work to arm you with ideas for what you and your teams can do tomorrow to address the opportunity ahead. Finally, you will hear about trends that are unfolding now as the speakers separate hype vs. reality and share thoughts on winning strategies to benefit customers and your business in the years ahead.

Jon Francis

Chief Data and Analytics Officer General Motors

HOW AI'S TRANSITION FROM CURATION TO GENERATION WILL CHANGE EVERYTHING

How will marketers use the amplified intelligence of human/AI coworker teams, generative synthetic media, intelligent networks, and the explosion of automated workflows and processes to create deeper customer experiences and drive growth? Shelly Palmer, Professor of Advanced Media in Residence at the Newhouse School of Public Communications and CEO of The Palmer Group, will help you navigate what's new, what's next, and what it means for your business.

Please note this session will not be available for on-demand viewing and must be watched live. 

Shelly Palmer

CEO The Palmer Group

THE POWER OF AI FOR CUSTOMER EXPERIENCE

It is an exciting time to be a “marketer” as this center of excellence evolves to drive more business impact. Results start with understanding customer needs and creating experiences that lead to engagement. How can we think about embracing AI beyond traditional marketing and into experience?

Join Jill Cress, Chief Marketing & Experience Officer at H&R Block, as she shares how embracing insights, data, and partnership paved the way for AI integration. She’ll explore how a simple ambition to improve experience gaps for a subset of Block’s customers led to the launch of its first-ever AI offering, AI Tax Assist. Jill will take participants on the journey that culminated in the launch, lessons learned along the way, and insights into its impact on experience and the business.

Jill Cress

Chief Marketing & Experience Officer H&R Block

TRANSFORMING TRANSFORMATION WITH GENAI

In the grand tapestry of 2024, a pivotal moment emerges for Creativity and Innovation, as Generative AI steps forth to tackle the quintessential challenge confronting the world of work: constructing and perpetuating an agile content supply chain that harmonizes with the demands of today's hyper-personalized experience landscape. Enter GenAI, a revolutionary amalgamation of insights, creation, production, and activation, poised to reshape the global landscape for business reinvention.

GenAI propels creation to the velocity of imagination and activation across multifarious channels, seamlessly aligning with the discerning expectations of the modern world.

Chris Duffey

Head of Genstudio Adobe

HOW AI-POWERED DATA IS TRANSFORMING THE FUTURE OF MARKETING

Do you really know who your customers and prospects are? AI has allowed brands to get a richer and more complete understanding of consumers more efficiently in a data-first environment. Now is the time to tap into the transformative potential of AI to deepen your understanding of consumers and catapult growth. Join Resonate to learn how AI is transforming the future of marketing.

Ericka Podesta McCoy

Chief Marketing Officer Resonate

LUNCH SESSION: "BUT WON'T I GET FIRED FOR THAT?!" A GENERAL COUNSEL'S GUIDE TO GEN AI MARKETING

Gen AI marketing has huge potential but also some significant risks - from copyright to data to confidentiality to legislation to ethical issues - and that's just for starters. Hear from the General Counsel of one of the leading gen AI marketing platforms about some of the brand and career-safe ways to navigate them.

Betty Louie

Partner and General Counsel The Brandtech Group

PREPARING FOR THE AI ERA – WHAT IT MEANS FOR YOUR COMPANY, YOUR BRAND, AND YOUR TEAM

Artificial Intelligence is increasingly described as an asymmetrical multi-generational shift that promises to rewire how corporations operate and how society functions at large. In this insightful dialogue, Shiv Singh, an accomplished CMO, author and board member, will present a structured and pragmatic roadmap for tapping into the potential of artificial intelligence in business, with an emphasis on its potential to revitalize the marketing function while avoiding some of the inherent risks of this unique technology. This framework, which draws from his upcoming book on Marketing with AI and includes best-in-class examples, aims to simplify and provide clarity on the somewhat daunting prospect of navigating the AI-driven landscape that lies ahead.

Please note this session will not be available for on-demand viewing and must be watched live. 

Shiv Singh

Co-Founder AI Trailblazers

AI ACROSS THE ENTERPRISE: LEVERAGING AI IN PRODUCT, RESEARCH AND STRATEGY

No industry is immune to the impacts of AI, embracing it is the only choice we have. Hear from ETS’s Global Chief Marketing and Innovation Officer about how the education and workforce organization is leading from the front and working with AI across the enterprise.

Michelle Froah

Global Chief Marketing and Innovation Officer ETS

HUMAN CENTERED AI – LESSONS FROM AN ALLY AI EXPERIMENT

AI is the buzzword of the year, but where does its implementation leave the marketers behind the scenes? This past fall, Ally Financial embarked on experimental use cases leveraging Ally.ai, a proprietary cloud-based platform that brings the speed and LLM functionality of commercial generative AI tools, but with the data security protections and specialized human touch that are essential for financial services companies. Hear from Kevin Howard, Executive Director, Digital Strategy and Growth Marketing, Ally, about what they learned from their test, how they ensured security while driving efficiency and what’s next.

Kevin Howard

Executive Director, Digital Strategy and Growth Marketing Ally Financial

BRINGING STORY BACK: HOW AI AUGMENTS HUMAN CREATIVITY

Learn how to master the art and science of storytelling by building effective creative through AI-powered solutions. You'll also hear about how multimodal AI models like Gemini will inspire and impact business efficiencies and workflows.

Please note this session will not be available for on-demand viewing and must be watched live. 

Abigail Posner

Director, US Creative Works Google

LEVERAGING GEN AI-ASSISTED INSIGHTS AND TOOLS TO ENHANCE AND ACCELERATE CUSTOMER EXPERIENCE

With the help of Gen AI-Assisted tools and GPTs, customer experience in Travel and Hospitality discovery, planning, booking and experiences are being accelerated across the category. Join TripAdvisor VP and GM of Global Media Christine Maguire and UpperRight Chief Experience Officer Alan Schulman as they walk through how TripAdvisor is leveraging a variety of Gen AI applications to drive everything from insights to itineraries and content creation to help improve the travel booking and experience.

Christine Maguire

VP/GM Global Media TripAdvisor

CLOSING REMARKS

Michael Donnelly

Executive Vice President - AI, MarTech, and Marketing Futures ANA

REGISTRATION OPEN

WELCOME REMARKS AND HOUSEKEEPING

Michael Donnelly

Executive Vice President - AI, MarTech, and Marketing Futures ANA

THE STATE OF AI FOR MARKETING AND BUSINESS

We are at the dawn of the most profound technological shift in human history. AI is changing everything about how we communicate, sell, learn, teach, design products, start and grow businesses, hire and develop talent, manage tech stacks, build strategies, allocate resources, and drive performance. Big tech is battling for AI supremacy while pouring billions into AI infrastructure, models, and applications. AI startups are building tools that can generate text, images, videos, audio, and code. Businesses are scrambling to evolve and innovate. Entrepreneurs are emerging from everywhere to launch AI-native companies that will disrupt industries. AI is creating boundless opportunities while sowing chaos and uncertainty in society. And this is the least capable AI we will ever know.

Come explore what’s possible with Paul Roetzer, a leading AI author, entrepreneur and speaker. You’ll learn what matters now to your company, and consider what may come next.

Paul Roetzer

Founder & CEO Marketing AI Institute

FROM FOMO TO ROI: GETTING REAL ABOUT AI IN MARKETING

Amidst the AI hype, organizations are grappling with the fear of missing out (FOMO) and the challenge of navigating a tidal wave of potential use cases. While AI is often touted as a panacea, the key lies in understanding how to leverage it as a tool, not the ultimate solution.

Join us to uncover how a 118-year-old startup, known for crafting iconic brands like Pop-Tarts, Pringles, and Cheez-It, is transforming its brand-building approach and leveraging AI to ensure continued relevance in the future. In this session, we'll delve into the critical steps needed to embed an AI strategy alongside three successful AI use cases, exploring how these strategies can be structured and developed for scalability and returns that will pay off today and tomorrow.

Don't miss this pragmatic discussion on making AI work for you. Let's get real about AI in marketing!

Lu Cotterill

Global Senior Director Marketing Insight and Intelligence Kellanova

JUST BECAUSE YOU CAN, DOESN’T MEAN YOU SHOULD: ETHICAL AND LEGAL CONSIDERATIONS AS WE EMBRACE THE USE OF AI WITHIN MARKETING

From government halls to business boardrooms, how artificial intelligence is creating conversations in privacy, legal and marketing practices.

Moderator: Chris Oswald

Executive Vice President & Head of Government Relations ANA

MAKING AI REAL: HOW IBM IS USING GENERATIVE AI ASSISTANTS AND TOOLS TO TRANSFORM MARKETING

Generative AI has moved from hype to production. IBM is leveraging watsonx, its AI and data platform, to transform its clients businesses, and for itself as “Client Zero.” It uses generative AI Assistants and tools internally to support use cases such as reinventing its content supply chain and delivering more customized global campaigns, ensuring thousands of marketers are more empowered in their daily work. Join Joe Rivas, head of Brand, Creative and Content at IBM, to hear how IBM is reinventing work for its clients, and own marketing transformation.

Joe Rivas

Vice President, Global Brand, Creative & Content IBM

A PANEL DISCUSSION ON COMBATING INHERENT BIASES IN AI

See Her’s mission has been to accurately portray women and girls in marketing, media, entertainment, and more. Now, Christine Guilfoyle, President of SeeHer, will present the empowering uses of AI for all women and girls.

Moderator: Christine Guilfoyle

President SeeHer

HOW OPEN SOURCE WILL TRANSFORM MARKETING

Recent breakthroughs in AI, and generative AI in particular, have the potential to help businesses do incredible things, create a new era of economic opportunities, and find new ways to express themselves and connect with people. Join Sy Choudhury, Director of AI Partnerships at Meta to discuss why he believes an open approach is the right one for the development of today’s AI models. Giving marketers access to tools like Llama2, developed at a scale that would be challenging to build themselves, backed by computing power they might not otherwise access, has opened up a world of opportunities to experiment, innovate in exciting ways, and ultimately benefit from economically.

Sy Choudhury

Director, AI Partnerships Meta

BEYOND THE BUZZ: UNMASKING THE REAL IMPACT OF AI ON CLIENT-AGENCY RELATIONSHIPS

The days of one-size-fits-all campaigns and siloed workflows are fading fast. With AI disrupting the marketing landscape, the dynamics between brands and their agencies are undergoing a fundamental shift.

Join us for an illuminating fireside chat featuring Josh Campo, CEO of Razorfish, and Marla Kaplowitz, CEO of the 4A's, as they explore:

• How AI is transforming the client-agency relationship
• The new skill sets and expectations for both agencies and brands
• AI as a Collaboration Catalyst
• Navigating the Talent Shift
• Building a co-created future where AI amplifies human expertise
• Practical strategies for navigating the transition and unlocking greater success together

This engaging session will challenge your perspective and equip you with the tools to thrive in the new era of AI-powered marketing. Get ready to learn:

• How to build trust and transparency in the age of data
• How to co-create AI strategies that deliver superior results
• How to develop the next generation of agency-client partnerships

Josh Campo

CEO Razorfish

CLOSING REMARKS

Michael Donnelly

Executive Vice President - AI, MarTech, and Marketing Futures ANA