Marketing is entering a phase where creativity, intelligence and data must operate as a coordinated system, with the customer at the centre. AI is no longer confined to isolated use cases. It’s reshaping how demand is formed, how brand preference is built, and how value is created across the enterprise.

For CMOs, the challenge is how to operationalise AI beyond pockets of experimentation and turn it into a coherent, repeatable engine for growth.

This roundtable brings together senior marketing leaders to explore what this shift means in practice, and how marketing leadership must evolve in response.

What can you expect:

1. Why 2026 is a critical year for marketing
2026 is a turning point. AI is reshaping how consumers discover, evaluate and choose brands, faster than organisations can adapt. We explore why incremental change is no longer enough and where bold leaders can win.

2. Automation vs orchestration: the new leadership mandate for CMOs
Automation boosts speed, but growth comes from orchestration. We’ll explore how AI can connect creativity, data, media and commercial decisions and how this shift elevates the CMO into a true cross-functional growth orchestrator.

3. Making it real by innovating with purpose
A proven, award-winning AI innovation model from Empathy Lab, Albert Heijn and Microsoft, showing how to deliver real business impact today.

Please note: This roundtable will be held in English