Diamond Sponsor
Thu, 22nd Oct 2026
15:40-16:30
Accessible Pass
- Full Conference PASS
- One Day PASS (10/22)
DT-3 Agentic AI: Reshaping Marketing from Planning to Purchase
How is agentic AI reshaping marketing when it can now handle planning, execution, and even purchasing decisions? In this session, three practitioners working at different layers of the organization — SoftBank (organizational strategy), 3M Japan (execution and systemization), and Recruit (customer touchpoints and purchasing) — examine where the line falls between what can be delegated to AI and what only humans can still own. Rather than a lineup of AI tool case studies, the panel deliberately surfaces disagreement among the speakers to sharpen the discussion. The session is aimed at marketing managers and practitioners at advertisers and agencies who are wrestling with how AI should reshape their marketing organization and processes. Attendees will leave with a concrete lens for reassessing, within their own organization, what to hand to AI and what people must continue to own.
