Martech

AI isn't just improving existing gaming mechanics; it's transforming NPC behaviour, development processes, anti-cheat systems, and even the creation of entire game worlds.

With 48% of marketers using 11 or more digital channels, the key to success lies in prioritisation, data-driven optimisation, and seamless cross-channel integration.

With AI being a core resource now, deliverable pricing must replace hourly pricing for the better.

Hyper-personalisation is often seen as the ultimate key to customer engagement, but many discussions focus on the same surface-level challenges.

Jeff Zotara, Chief Marketing Officer at arrivia discusses the state of loyalty and how technology can make a difference.

The 2025 LEAP tech conference set a new record with over $42.4B in investments, driving advancements in AI, data centres, and digital infrastructure.

Generative AI and machine learning will power the next generation of loyalty programmes.

Focus on AI as a collaborative tool, not a replacement, says Ross Symons, Chief Creative Officer at ZenRobot. He shares his experience of training creatives and marketers to combine human intuition, strategic thinking, and artistic skills with AI’s efficiency.

Marketers will need to shift focus from search engine optimisation to a generative engine optimisation model, demonstrating how fast you can provide answers without expecting consumers to search through mountains of content.

From leveraging in-store digital experiences to fostering trust through privacy-forward data practices, the potential to create an impactful and inclusive retail media network is greenfield.