Tuesday, Apr 21 | 1:30 PM - 2:30 PM PDT

CMOs are moving beyond isolated generative AI pilots and toward something far more ambitious: re-architecting their operating model for agentic AI. The question is no longer if AI will transform marketing, but how to scale it responsibly, systematically, and with measurable impact. To succeed, brands need a clear vision and a pragmatic roadmap for how agentic AI will reshape workflows, elevate decision-making, and deliver truly personalized customer experiences at scale. IBM Marketing is living this transformation in real time.

This session highlights IBM Marketing’s firsthand journey in redesigning their marketing operating model, including a roadmap to agentify more than 70% of core marketing workflows. You’ll get an inside look at how agentic AI can be embedded at the foundation of marketing to create an intelligent, adaptive system that drives real business outcomes. 

In this session, you will:

• Discover where agentic AI delivers the greatest business value—from faster, smarter strategic decisions to new levels of creative and operational agility. 
• Learn the leadership, governance, and risk-management playbook required to operationalize autonomous AI in a compliant, brand-safe way.
• Gain practical guidance on redesigning talent, workflows, and measurement so agentic AI becomes a durable growth engine—not just another technology investment. 

Monday, Apr 20 | 11:30 AM - 12:30 PM PDT

CMOs are under intense pressure to deliver revenue growth, a challenge faced by 58% of marketing leaders in 2025. Meeting this demand requires end‑to‑end agentic AI orchestration, enabling real‑time, always‑on engagement. This session highlights how Adobe Experience Cloud, combined with IBM’s industry expertise and technology stack, powers an intelligent experience engine that strengthens loyalty, builds trust, and accelerates revenue.  

In this session, you will:  

• Learn how to unify your marketing stack with agentic AI to deliver continuous, personalized experiences across all customer touchpoints.
• Understand how IBM and Adobe connect with partner platforms to enable end‑to‑end agentic orchestration that increases loyalty, trust, and measurable business impact.

Monday, Apr 20 | 10:15 AM - 10:40 AM PDT

Global consumer use of applications like ChatGPT has jumped 62% in just two years, signaling the arrival of agentic commerce. As AI search becomes the primary interface between consumers and brands, marketers must adapt to Generative Engine Optimization (GEO) and how it reshapes brand visibility and mediates the entire purchase journey.

Key takeaways:

• Learn how to evolve your search, content, and brand strategies to stay visible as GEO reshapes discovery
• Understand how to redesign customer acquisition models for an AI‑mediated purchase journey
• Discover how to position brands so that AI gatekeepers consistently surface, prioritize, and recommend your content