AI is everywhere. But for most organisations, it’s still layered on top of fragmented data, disconnected tools, and unclear customer experience strategy.

This breakout session focuses on what actually makes AI and MarTech investments work: the foundation.

Many transformation efforts start by selecting platforms — a CDP, a MAP, a personalisation engine — without first defining the customer experience model or the commercial outcomes they’re meant to drive. This session flips that approach.

We begin with business objectives and CX strategy, then define the data required to deliver those experiences. Only once that foundation is clear do we move into architecture and stack planning.

From there, we’ll explore what it really means to be “AI-ready.” Not just deploying LLMs or predictive models, but designing the data layer, identity structure, real-time decisioning capability, and governance model that allow AI to deliver measurable impact.

Finally, we’ll walk through a practical MarTech Stack Planning Blueprint — a five-layer framework covering:

• Data foundation (CDP / warehouse / identity)

• Intelligence layer (AI & decisioning)

• Engagement platforms (MAP, personalisation, media activation)

• Commerce & conversion

• Measurement & optimisation

Attendees will leave with a clear roadmap framework, an AI readiness checklist, and a MarTech foundations playbook to help structure the next 12 months of investment.

This session is designed for leaders who want to move beyond experimentation and build scalable systems that drive real commercial value.