Khadija Ahmad
CRM Platform Manager & Technical Braze Specialist, ITV
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This is part of The MarTech Summit London 2026
What happens when the agents you are still learning to trust meet the agents your customers are already using?
Both sides of this need to be considered as they are about to collide. Internally, agents already resolve cases, assemble content and orchestrate journeys for the brand; the question is no longer whether they can, but how far we let them, and with whose name on the outcome. Externally, nobody gets a vote. Customers are starting with tools like ChatGPT rather than your website, and will soon send their own agent to invite providers to bid for their business. Discovery belongs to someone else’s model, the first interaction is machine-to-machine, and your brand is judged by an agent loyal only to its principal.
The two meet in the middle: you cannot answer a request you did not originate and cannot script unless your own agentic capability is trusted, governed and connected. That reshapes the operating model, and what people in the customer experience are for. It also exposes the business model, where advantage shifts from visibility to answering intelligently in the moment, for each individual.
Only organisations that have resolved the internal question can win externally. This roundtable moves between both views, and asks what agentic AI means commercially, not just operationally.
We’ll explore:
The objective is simple: hold both halves of this conversation at once. How much do you entrust to agents, and what must change in your business model when customers arrive through theirs?
We’re reserving just 20 seats for Senior-Level Industry Leaders in Marketing from major brands across Europe.
If you’re a senior marketing professional interested in joining this exclusive Breakout Lunchtime Roundtable, please apply below:
Our team will review your application and get back to you within 24 hours to confirm your place.
Jo Allen is a Director, 1:1 Customer Engagement at Pegasystems, whose AI decisioning software powers engagement for the world’s largest banks, insurers and bother major brands. Over two decades she has helped organisations move beyond campaigns to individual engagement, bridging the gap between strategy, technology and organisational change by aligning marketing, data and technology teams around shared customer outcomes.
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This session will focus on interactive discussions between attendees. It’s time to become the speaker at your table.
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Limited seats with intensive & in-depth F2F networking experiences.
The ideal platform to share your innovative ideas, plans & doubts with other MarTech enthusiasts before they go live!
Powered by the CXO Innovation, our customised event series consists of exclusive, invite-only gatherings tailored for top executives who influence corporate strategy at regional or group levels. These events offer a unique platform for exploring innovative solutions to pressing challenges, exchanging ideas on navigating the rapidly evolving business landscape, and fostering potential future collaborations.
Each event is meticulously customised to meet the specific needs and budget of our clients, providing a setting for demonstrating thought leadership in an intimate, focused, and efficient format. This ensures maximum value and engagement for all participants.
Typically held in prestigious five-star hotels or upscale dining venues worldwide, our events create an environment conducive to open discussions. Attendees often include C-suite executives, VPs, and Division Heads with significant decision-making authority. While the format and size may vary, events are generally limited to a smaller group to facilitate meaningful interactions and focused conversations.
Our customised events can be conducted both in-person and virtually, covering key destinations across the EMEA and APAC regions.
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