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.
The best mechanics balance three things: clarity, momentum, and inclusivity. If customers can instantly see 'what’s next' and feel progress every time they interact, you’re much more likely to build real, sustained loyalty, says Kanchan Lad, Head of Product – MarTech, Papa Johns.
The most successful brands use logic to enable magic: they use data, technology, and AI to understand context, anticipate needs, remove friction, and make better decisions. The goal is to create customer experiences that feel effortless, personal, and relevant, says Ilaria Buonpane, CMO at Wear That, Chalhoub Group.
Zeotap’s Emma Currie and Shravan Maheshwaran explain why enterprise customer data challenges are rarely about volume and often about usability, identity resolution and the ability to activate data at speed.
Personalisation used to be a campaign humans planned and a system delivered. Now it is a continuous decision an agent makes — every millisecond, across every channel, against the full depth of the profile, not the five attributes that fit in an email tool, says Rafael Flores, Chief Product Officer at Treasure AI.
Agentic marketing is less dependent on third-party data than many of the approaches that came before it. Its strength comes from making better use of what organisations already have. That is first-party customer data combined with real-time enterprise signals like orders, inventory, and service interactions, says Jessica Keehn, CMO, SAP Customer Experience.
The focus in too many analyst conversations and product roadmaps is on model capability – what features shipped this week, which frontier model powers what. But the companies that win won't be measured on features; they'll be measured on customer satisfaction, says Victor Belfor, Global VP, Business Development & Strategic Partnerships, 8x8.
