From Experimentation to Impact

In a world where AI can generate unlimited content, brands face a new challenge: how to remain distinctive when creativity is increasingly automated.

Drawing on experience advising global companies, working at Harvard’s Berkman Centre for Internet & Society, and being involved in the landmark Obama “HOPE” poster intellectual-property case, Martin Adams explores how AI is reshaping creativity, ownership, and brand differentiation.

• Why brand distinctiveness becomes more important than ever

• The new relationship between human creativity and machine generation

• What changes when AI becomes part of how marketing operates, not just another tool
• What happens when marketing leaders become AI builders, not just AI sponsors
• How Barona built its first AI agent Jonne on Snowflake Cortex
• How MarTech is freeing up 25% of marketers’ time and what they are doing with it

• Why most Martech stacks produce data but fail to drive real decisions
• How AI transforms data from insight into real-time action across channels
• What it takes to move from reporting and dashboards to decision-driven marketing systems

• How to unify data platforms and AI across the Martech stack to enable real-time decision making

• Breaking down silos between marketing and data to create a connected system

• Turning fragmented data into actionable intelligence that drives performance and growth

• How to build a unified customer-led journey engagement, across markets

• Connecting data and customer touchpoints to create a measurable and shared overview

• The role of the public website as part of the customer journey today and tomorrow – lessons learned from a global website transformation in the AI era

Most organizations have adopted AI tools — but few have redesigned how their teams work with them. The real competitive gap is no longer access to AI, but how effectively it is integrated into decision-making, workflows, and organizational structure.

Drawing on work with leading brands and creative organizations (Forsman & Bodenfors,
SAAB, Kappahl), this session explores where AI integration breaks down — and what high-performing organizations do differently.

• Where AI and human decision-making fail to connect in real marketing workflows
• Why trust, roles, and legacy processes block real AI adoption
• What separates organizations that scale AI from those stuck in experimentation

AI is reshaping how customers discover and engage with companies, challenging them to stay visible, relevant, and trusted.

At the same time, conversational interfaces, MCP, and AI agents are transforming how marketing teams work, helping them accelerate content creation and deliver, automate workflows, and manage complexity.

• How do you make your company discoverable in an AI-driven world?
• Why rethink how work gets done with conversational interfaces, MCP, and AI agents?
• How can teams increase content velocity without compromising quality, consistency, or control?

What actually works, what doesn’t, and what leaders should do next.

• Are your AI gains real or are you just getting faster at the wrong things?
• From operators to orchestrators – how AI is redefining marketing roles and teams
• A practical checklist for moving from scattered AI experiments to an AI-native marketing operating model

Johanna Fagerstedt has been named one of The Software Report’s Top 50 Women Leaders in SaaS, twice selected as a Female Leader of the Future by Ledarna (Sweden’s professional association for managers and leaders) and most recently recognized as one of the Top 3 GTM Women Voices in the Nordics by N.Rich and Women in SaaS.