MarTech Nordic

In a world where anyone can generate unlimited content, the question for brands is no longer how to get seen. It’s how to give people a reason to choose you when everything sounds the same.

Drawing on experience advising global companies, co-founding Metaphysic (TIME100 Most Influential Companies), and his involvement in the landmark Obama “HOPE” poster copyright case, Martin Adams sets out what AI is actually good for in brand building- and what still belongs to people.

• Why using AI to make more, faster is quietly costing brands their customers
• What the brands that still stand out are doing with AI instead
• Why brand building’s future is human & machine intelligence, not one or the other

• 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

What happens when MarTech moves beyond campaign execution and starts driving better decisions? Nordic Leisure Travel Group shares how it turned customer data into measurable results – including 270% higher newsletter engagement and 4× higher conversion.

• Why more customer data doesn’t automatically lead to better marketing decisions
• How real-time signals and AI turn customer insight into next-best actions
• What it takes to build a MarTech stack that supports decision-making at scale

• How to unify data and AI across the Martech stack to enable real-time decision making
• Turning fragmented data into actionable intelligence that drives performance and growth
• Breaking down silos between marketing and data to create a connected system

• 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

Why what you already know about your customers is your biggest AI advantage, and how to turn it into real business value.

In this discussion, we explore how customer understanding, data and AI can translate into measurable marketing impact, and what it takes to move from potential to results.

• Value first. What should you define before investing in AI?
• Your data, your advantage. How can customer understanding and context turn AI into measurable marketing impact?
• Challenge your partners. What should you demand from service providers to deliver real business value?

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.