Join an exclusive, closed-door roundtable exploring how AI experimentation is now everywhere in marketing, but too often happening in the wrong places. Teams are adopting standalone tools and agents to accelerate individual tasks such as writing copy, generating assets, and automating one-off activities. The result? Individuals may get faster, but the system does not and in some cases, speed at the individual level can even create new bottlenecks across workflows.

This session moves beyond theory by using real-world company examples as the lens for discussion. We will take you inside two organisations and unpack how they tackled the challenge of moving from fragmented AI experimentation to improving how work actually flows across the marketing system.