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 highlighted 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.

This session explored:

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

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. 

This session explored:

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

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:

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

Marketing teams aren’t being replaced by AI, they’re being freed by it. As AI-driven automation accelerates and digital buying becomes the primary growth motion, leading organizations must rethink how work gets done. The opportunity isn’t about swapping people for agents; it’s about removing the operational drag that keeps marketers from driving revenue.

Healthcare and life sciences organizations sit at a defining moment: an unprecedented convergence of generative and agentic AI, exploding volumes of health data, and rising consumer expectations for simplicity, personalization, and coordinated care. As organizations race to reinvent the healthcare experience, the challenge isn’t just adopting AI, it’s orchestrating trustworthy, scalable, human‑centered experiences across complex ecosystems. In this roundtable, hear how IBM and Adobe have partnered to empower HCLS organizations to orchestrate unified, AI‑enabled experiences that reduce friction, enhance personalization, and drive better outcomes across the healthcare ecosystem.

Hear how IBM, Adobe, and Conductor collaborate to enable development and deployment of GEO‑friendly content at scale. By combining Conductor’s GEO and content intelligence with seamless integration into the Adobe suite, teams can rapidly create and optimize content, publish faster, and adapt to constant shifts in AI Search.

The travel and hospitality industry is at an inflection point. Airlines, hotels, cruise lines, and major sporting events sit on vast amounts of customer data—yet fragmented systems, anonymous booking paths, and rising guest expectations make it difficult to truly know the guest and deliver experiences that feel personal in the moment.

Join IBM and Adobe for a luncheon roundtable discussion exploring how leading brands are transforming the guest experience through real-time personalization powered by data, AI, and connected ecosystems.