• Exploring how brands can maintain authenticity and emotional connection as AI-generated content and automation scale across marketing and customer experience
• Understanding where human creativity adds the most value, from storytelling and brand voice to community and content strategy
• Identifying how to balance efficiency and performance with differentiation and trust in increasingly automated, AI-driven environments 

In this session, the audience will get involved through a series of benchmarking polls so you can discover how your peers are building human-centred brand experiences in an AI-driven world.  

• Understanding how discovery is shifting from traditional search to AI-driven interfaces, including Google AI Overviews and conversational platforms, and what this means for traffic, visibility, and brand presence
• Exploring how traffic is becoming increasingly fragmented across platforms, and how retailers and brands can diversify acquisition strategies beyond reliance on search engines
• Aligning strategies across marketing, content, and technology to ensure visibility within AI-generated results while maintaining control over customer relationships and performance 

• How is retail media evolving beyond paid search into a mid to upper funnel channel that drives discovery and creates new demand?
• How can behavioural data and experience-led partnerships be leveraged to anticipate shopper intent and embed products more naturally into the customer journey?
• How will retail media networks need to adapt in a future where AI increasingly mediates and delegates purchase decisions? 

• Exploring how retail media is evolving beyond sponsored placements into a strategic commerce and discovery channel that drives engagement, trial, and long-term customer loyalty
• Understanding the organisational and operational complexity behind retail media growth, including how brands and retailers align teams, budgets, governance, and measurement across increasingly fragmented organisations
• Scaling retail media innovation through stronger collaboration between brands, retailers, agencies, and local markets to test new formats, unlock richer customer insight, and drive more effective omnichannel activation
• Identifying what drives measurable retail media success across onsite, offsite, and in-store environments, including how to balance commercial performance, customer experience, and long-term brand value

FOR – AI requires strong governance, data control, and technical expertise, making IT best positioned to ensure scalability, security, and long-term success 

AGAINST– AI should sit with marketing and commercial teams, as they are closest to the customer, use cases, and revenue impact, ensuring faster execution and real business value 

Join the live Slido poll! What's been your biggest takeaway from Day 1, and what topic should we dive deeper into tomorrow?

• Sharing honest experiences of failed or underperforming AI initiatives, including where expectations didn't match reality and why certain use cases didn't deliver impact
• Identifying the most common reasons AI projects stall or fail, from poor data foundations and unclear ownership to overhyped use cases and lack of internal alignment
• Exploring how to apply these lessons to future initiatives, including how to prioritise the right use cases, set realistic expectations, and build scalable, outcome-driven AI strategies 

• Exploring how customer acquisition is shifting beyond traditional channels toward creators, social platforms, and community-driven commerce 
• Understanding what actually drives performance across influencer, TikTok, and social commerce strategies, and how to measure impact beyond vanity metrics 
• Identifying how to integrate creators and community into broader marketing and eCommerce strategies without losing brand control or consistency   

• Exploring bold predictions for the future of commerce, from AI-led discovery and agent-driven shopping to the evolving role of brands, channels, and customer relationships
• Debating which trends will actually deliver value versus those that are overhyped, across AI, personalisation, retail media, marketplaces, and unified commerce
• Understanding how operating models will evolve, including how teams, data, and technology need to change to support a more automated, efficient, and AI-driven future
• Voting live on what will boom, stall, or break, sparking honest reactions from industry leaders on where to invest, what to prioritise, and what to ignore