As enterprises move beyond simply unifying customer data, the next challenge is making that context actionable across marketing, AI and commercial systems, says Mohamed Ali, RVP MENA at Zeotap.
People may follow a hospitality brand because of a beautiful beach or an attractive offer, but they remain connected because of how the brand makes them feel, says Nina Mohamed, Cluster Director of Marketing & Communications at Mövenpick and Pullman Resort Al Marjan Island.
Right now, AI defaults to a textbook approach that isn't always pragmatic or takes into account interesting context or human taste, says Martina Lauchengco, Author of LOVED, where she talks about how to rethink the marketing of tech products. “The winners will have systems that do a better job on that.”
According to Roxana Nicolescu, VP, Brand Marketing & Social Media (Global), Wego.com, attention is not necessarily disappearing; it is becoming more fragmented, selective and rapidly reallocated between feeds, creators, searches, messages and cultural moments.
According to Álvaro Martínez, Sr. Director MENA - Growth Marketing and Pricing, talabat, the question is always: what channel drives the cheapest CPA versus which channel drives the best user cohort at an acceptable cost. Small semantics, big difference.
Today’s car buyer in the UK is increasingly self‑educated via specs, reviews and finance calculators before engaging a dealer. Autotrader’s Ian Plummer explains why high‑intent signals and horizontal discovery now matter more than raw lead volume.
Most organisations begin with reputational and regulatory concerns, because those risks are easier to quantify. However, mature organisations eventually understand that ethical AI starts with protecting people, says Alexander Merkushev, Head of AI Projects at Yango Tech.
Fullfunnel.io Co‑Founder Andrei Zinkevich unpacks why most ABM programmes quietly fail, how to merge demand gen and ABM into a single Allbound revenue engine, and why human‑first selling — not AI‑generated cadences — is still what wins complex B2B deals.
The brands getting ahead are treating their product data as a strategic asset instead of a back-office function and building the infrastructure now to compete in an agent-driven world, says Lori Schafer, CEO of Digital Wave Technology.
According to Katie Soo, companies that can anticipate cultural shifts, build trust across communities, and create genuine connections will have a significant advantage in a world where technology itself becomes increasingly accessible.
